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Social commerce is the new frontier in online shopping.

Circumstances that drove consumers to buy more, digitally, over the past two years have created new behaviors that are here to stay. So, get comfortable because we are going to talk shop – more specifically, the state of social commerce.

How Much Are People Spending on Social Shopping?

While social commerce sales saw a big jump from 2019 to 2020 with the massive shift to online shopping, the numbers are expected to continue an upward trend as the state of social commerce expands. By 2025, eMarketer predicts sales in the U.S. alone will reach nearly $80 billion.

What Influences Shopping Behaviors on Social Media?

The rise in social commerce spend relates directly to an increase in time spent on social media, a behavior that got its start during the pandemic and is expected to continue growing.

While people may interact with social media apps for reasons other than shopping – to see what’s happening with friends, or to read the news – the majority of users have already made purchases directly through social.

So, what can we attribute this to?

Brand awareness, according to 80 percent of consumers. When people are more familiar with a brand, they are more likely to buy from them on social media. And 34 percent of them are actually using social media to learn about products, services, and brands they discovered elsewhere.  

Therefore, if you want to encourage more purchases on social media, the key is creating and sustaining awareness for your brand.

What Types of Social Content Are Motivating People to Buy?

With the proliferation of content on social platforms, it can be overwhelming to identify the content that works best in terms of social commerce. That’s why we lean on data.

• Paid ads – There is a good reason why we see so many advertisements on social media, and it’s because they work. According to a new study, more than half of millennials, Gen X, and Gen Z have tried a product or service based on a social media ad they saw in the past month.
• Videos – After sharing a video on social media, 93 percent of brands landed a new customer. That kind of data makes it hard to look past using video content for social commerce.
• Organic posts – Not to be overshadowed by paid media and video, organic posts continue to play an important role in brand discoverability. Combining all three can serve up a winning strategy considering the rockstar state of social commerce.

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