Shopping on socials: social commerce

According to Euromonitor, 26% of global consumers reported making purchases through apps.¹

Shopping directly through social media

In western markets, Gen Z and Millennials are fuelling the growth in social commerce as they purchase on social media four times more than older generations.³

Learn more about Gen Z and Millennials

Which platforms?

Share of global digital consumers using social media to buy goods or services by platform 2024

^{Share of digital consumers}

• WeChat - 24%
• Facebook - 18%
• Tik Tok/Douyin - 18%
• Instagram - 15%
• Whatsapp - 13%
• Pinterest - 12%
• YouTube - 11%

^{Source: Euromonitor Voice of the Consumer: Digital Consumer Survey, fielded March 2024}

Many social media platforms have evolved to include:

• shoppable content 
• digital storefronts with in-app payments
• in-chat ordering ²

How businesses are responding 

How consumers are responding 

Consumers are continuing to interact with brands on social media. Often the most viral branded content is posted organically by a consumer that’s taken to social media to share their thoughts (for better or worse) on a product or service.⁴

Digital consumer social media interactions with companies in 2024

• 37% “follow” or “like” a company’s social media feed or post
• 23% talk to a company’s customer service representation through a social media platform
• 22% receive a thank you discount for referring someone via social media to do business with a company
• 20% Share a purchase one made with their social network

Source: Euromonitor Voice of the Consumer: Digital Customer Survey, fielded March 2024

Anyone’s game: non-retail brands

What do the below platforms have in common?

• TikTok
• Roblox
• Twitch 
• Facebook
• Instagram
• YouTube 
• Netflix

None of them started out in retail, yet now, all of them are competing for consumer spend. These platforms are expanding their capabilities with marketplaces, their own merchandise sites or some other form of shoppable content. With the right integrations, many non-retail platforms are evolving into key purchase channels. ⁵

¹ Voice of the Consumer: Lifestyles Survey 2024 Key Insights - Euromonitor

² Digital Disruptors: The Global Competitive Landscape of Social Media

³ Nine Key Consumer Trends in 2024 - McKinsey

⁴ Top Five Digital Consumer Trends in 2024 - Euromonitor

⁵ Retail Reinvention: A Framework for Future Growth - Euromonitor

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