Consumers want to shop on social networks. According to a recent study in the UK*, over 30% would like to make purchases directly on Facebook, Twitter, or another social site. Families with kids and people under 45 are more likely to buy than other demographics. Men anticipate spending more per occasion than women.
Globally, Tumblr and Instagram are consumers’ top choices for social shopping. Surprisingly, Facebook is near the bottom of the list. Books, music, clothing, and entertainment are the items shoppers are most interested in buying.
Experts claim social commerce has been growing more rapidly than other online sales channels in 2015, and merchants agree. Almost half of American retailers have already activated some type of social buying. They report that Facebook has driven the best conversion rates, followed by Twitter and then Instagram.
Social networks including Pinterest, YouTube, and Instagram have rolled out various types of social buying options this year. Some are still in the testing phase, others are more advanced. If social sales are as strong as predicted this holiday season, look for social shopping to evolve rapidly in 2016.
What are the implications for your business?
- Do you have a social commerce strategy?
- How will your social commerce strategy integrate with your digital marketing and online sales strategies?
For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.
Sources: Bronto 2015, Globalwebindex 2015, Motley Fool 2015, Multichannel Merchant 2015
* I believe results from the UK are applicable to the US in this instance. If you are not sure, please try reading this article with a New York accent.