Social selling, also referred to as social commerce A BizRate Insights survey revealed that (34%) of adults (18+) said they purchased something via social media. This is up from 29% a year ago. The survey showed an additional 27% of adults surveyed were interested in social commerce.
Shoppers in the range of 18 to 34 years-old are the most likely to shop through social media, with over half that demographic saying they had purchased through a social channel. To break that down even further, 42% of those shoppers were women.
It's arguable that the "newness" factor of social commerce is responsible for a portion of the interest. But don't dismiss it as a passing fad. Facebook, Pinterest and Snapchat have invested considerable time, money, and effort to ignite direct-to-consumer sales on their respective platforms. Instagram (owned by Facebook), now gives brands and retailers the ability to tag 'shoppable' content directly on their Instagram feeds. Customers can buy directly from the retailer without ever leaving the Instagram app. It's part of the evolution of omni-channel shopping.
Snapchat added a shopping channel called "Shop and Cop." Pinterest also expanded their partner program to support more shopping experiences. Social media companies are in a race to expand their shopping features to compete with e-commerce juggernaut Amazon, which has emerged as a big-time competitor in digital advertising.
While technologies like augmented reality (AR) and virtual reality (VR) are certainly cool, they don't appear ready to take off on a large scale, and thus the traction isn't there. Given the immense popularity and usage of social media, it only made sense for it to become a new sales channel for brands and retailers to capitalize on.
The way we shop has evolved, and as usual, consumer behavior and expectations dictate the direction that businesses take. Modern shoppers expect brands to have apps, and they expect to a seamless shopping experience across multiple devices. Throw social media into that mix and brands now have an essential component of omni-channel shopping that should not be ignored.