39% of US consumers have made a purchase on social media and will do so again, according to a Mintel survey.
For this, 2,000 people were surveyed.
With 90% aware of brand pages/accounts on social media and only 10% saying they avoid brands’ pages, the potential for engagement is high, Mintel believes.
“Social commerce is the next evolution of e-commerce and will benefit from Americans shopping online in recent years,” said Cathy Hansen, retail and e-commerce analyst at Mintel.
“In regards to the adoption of online shopping, it will take time for consumers to be comfortable buying goods through social networks and to do so at any time, but the category is showing progress due to this. Increasing participation as young consumers grow into adulthood and have more money.
“That said, social commerce will by no means replace traditional e-commerce or in-store shopping, but it will become an integral part of their shopping experience.”
As consumers become increasingly curious about social commerce, barriers such as data security and delivery prevent some from participating.
Two-thirds of those surveyed said they didn’t make a purchase directly through a social media platform because they didn’t trust their payment information, and 23% said they were worried their purchase would never be accepted.
“As with any new concept, consumers still need adequate education and reassurance in the process, as they worry that their information may not be secure and/or they may never receive their purchase,” says Hansen.
“Brands need to show consumers how shopping on social networks is similar to shopping on a website or mobile app, and that, in fact, social commerce makes the process even more streamlined.
