The State of Social Commerce

Research Infographic

79% of shoppers use social media to discover new brands and products. But how do they want to buy? How do they feel about social media influencers, and do they trust them?

Key Findings

• 79% of US online shoppers use social media for shopping
• 62% of consumers describe social as a “great place to discover new products” 
• 74% prefer to buy directly from brands or retailers
• Influencers are useful, especially for product demonstrations, but have a trust problem.

Influencer authenticity is critical.

Trust is an issue, especially when it comes to influencer content. Some consumers are scathing about influencers.

Social can promote impulse buys, costing brands profit 

Over half of consumers regret making impulse purchases on social. And only 13% of shoppers would be willing to buy again following a social returns experience.

Since most brands rely on repeat purchases and customer loyalty for profit margin, impulse purchases can hinder that.