Social Commerce Survey: Online Shoppers Likely to Buy on Social

Most businesses already understand the power that social media can have when it comes to connecting with consumers. But more and more social platforms are actually starting to add shopping or commerce features. So businesses can potentially use them to actually sell to customers as well. According to Marketing Week, more and more consumers are starting to look to social media sites for their next purchases. So how many consumers have already made purchases on those platforms? And how many are likely to do so in the future? We asked 1,000 respondents on October 1-4 about their thoughts on social commerce.

social commerce

Social Media Users

In Ask Your Target Market’s latest survey, 46% of respondents said they currently use multiple social media platforms. 34% said they use just one social media platform. And 20% don’t use any.

Of those who use social media, 28% said that they follow many different brands on those platforms. And 34% follow at least one or two brands. Nike, Apple, Amazon, Kraft, Coke and Pepsi were some of the most popular brands that people follow on those platforms.

Social Commerce

Of those who use at least one social media platform, 13% said that they’ve made purchases directly on those sites or apps many times. And 20% said they’ve done so at least once or twice. Amazon was the most popular brand that people have made purchases from on social media. But others also mentioned Nike, Samsung, eBay, Walmart and Apple.

And there are also many different choices when it comes to what platforms people make their purchases on. Of those who have made purchases on social media, 83% said they made those purchases on Facebook. 36% have bought items on Twitter. 28% have done so on Instagram. And 21% have bought things on Google+ and Pinterest.

Social Influence

Additionally, people can simply use social media as a place to find items that they can then purchase on separate websites. However, people don’t seem significantly more likely to go that route. 13% of social media users said they’ve gone to separate websites to make purchases based on things they’ve seen on social media many times. And 23% have done so once or twice.

Looking forward, 25% of respondents said that they are at least somewhat likely to make purchases directly on social media platforms in the next two years. Of those who have already made social commerce purchases, 66% said they would be likely to again. But those respondents were also more likely to go to other websites to make purchases based on social media posts.

Key Takeaways

Social commerce may be a potentially big deal for businesses. But consumers don’t seem to see it as being that different from other forms of online shopping. The consumers who are likely to buy on other sites based on social media posts are also likely to buy directly on social media sites. So the platforms themselves don’t seem to present extra hurdles for businesses trying to sell to customers online. But for businesses that want to increase sales on social media, potentially targeting those who have already made purchases from their websites could be a good tactic. If those businesses can get more customers to follow them on social platforms, it could increase the likelihood of them seeing additional items they’d like to purchase. And if they can buy directly on those sites, it decreases their chances of getting distracted or changing their minds before completing their purchases.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Social Media by magicatwork under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on October 1-October 4 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.