While social media apps have not yet fully embraced eCommerce in the West, the trend of making purchases through social apps is on the rise. A growing number of users seem increasingly willing to make in-stream purchases, even though they still prefer dedicated eCommerce platforms.
Majority of consumers opt for website over social media shopping
A recent survey conducted by The Influencer Marketing Factory, in which 1,000 US consumers were interviewed to gain insights into their online shopping behaviours and preferences, found that 62% of consumers prefer eCommerce platforms to social media for online shopping.
Around half of consumers prefer both online and offline shopping.
Shopping options consumers prefer
Source: The Influencer Marketing Factory
Every social media app aspires to tap into this trend and increase in-app spending, potentially boosting their revenue. But the latest survey finds that most consumers still harbour reservations about trusting social platforms for in-stream transactions, opting for the security and reliability offered by dedicated online shopping platforms.
Trust is the issue
According to the survey, 31% of consumers do not trust social media when it comes to purchasing something. They’re worried about their data as well as not knowing enough about the seller.
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Almost half of consumers have never or just a few times a year purchased on social media with apparel being the most frequently bought category.
Half of consumers do not trust social apps
Source: The Influencer Marketing Factory
40% consumers consider product reviews to be very important for making purchasing decision on social apps.
But the findings also highlight that most users need to see a product just one to two times on social media before making a decision to buy it.
Path to purchase
Source: The Influencer Marketing Factory
The report highlights the significant trust issue that remains a barrier, especially considering the prevalence of scams on social platforms. Overcoming this hurdle may take some time, but there may be a gradual shift happening.
Key takeaways
- 62% of consumers favour dedicated eCommerce platforms over social media for online shopping
- 31% of consumers do not trust social media for purchases due to data and seller concerns
- Users often decide to purchase a product after seeing it one to two times on social media
