Reach3 Phygital Research
Social Commerce
Top Things to Know
Social media is an emerging touchpoint in the modern shopper journey
The majority leverage social media for inspiration.
%
of shoppers looked for inspiration over the holidays
Top sources of inspiration
- Social Media ๐ฑ 72%
- Family & Friends ๐งโ๐คโ๐ง 56%
- Online marketplace ๐ 52%
- Stores ๐ช 42%
- Food / Recipe blogs ๐ 39%
- Movies / TV ๐ฟ 37%
- Retailer websites ๐ป 33%
Top Types of Inspiration sought
%
Gifts ๐
%
Food/Beverage Recipes ๐ฅ
%
Shows / Movies to Watch ๐๏ธ
Shopping on social media either through a link or directly is emerging
%
used social media to shop during holidays
%
are open to shopping on social media
Shopping on social media is not necessarily top of mind. Brands need to capture shopper attention
Few go specifically to social media to shop, but ads and content can capture shoppers.
How they end up shopping on social media
Among those who shop on social media
- ๐ขSaw an AD while doing something else on social media 79%
- ๐ฌ Saw a POST while doing something else on social media 65%
- ๐ฑ Specifically WENT TO SOCIAL MEDIA to shop 9%
Reasons to Shop on Social Media
%
Discover new brands / products
%
Convenient / I'm already on socials
%
Eye-catching content
Motivations to Click on Opportunity to Shop
- Special social media discount/promotion 54%
- Features a brand I use 34%
- Limited time/seasonal offer 33%
- Features customer reviews 33%
- Posted by someone I know personally 30%
- Post from brand/retailer I shop 29%
- Upcoming special occasion 27%
- Limited time / Seasonal product 26%
- Attractive graphics 23%
- Features a new brand 16%
- Posted by influencer/celebrity I follow 11%
Opportunity for social commerce exists across a number of platforms and categories
Facebook and Instagram are top of mind when it comes to shopping.
Social Media Platforms Used for Shopping
Among those who shop on social media
67%
61%
40%
30%
21%
Platforms Perceived to be Good for Shopping
Among those who haven’t shopped on socials
58%
47%
26%
23%
18%
Top categories they would be open to shopping on socials
- Clothing ๐๐ 62%
- Personal care products ๐งผ 38%
- Shoes ๐ 36%
- Event tickets ๐๏ธ 35%
- Electronics ๐ป๐ฑ 35%
- Beauty products ๐ 34%
- Wellness products โค๏ธโ 27%
- Chocolate/Candy ๐ซ 25%
- Household cleaning products ๐งน 23%
- Access to experience or events hosted by brands โญ 21%
Brands leveraging social media for retail need to earn shoppers’ trust.
Barriers to Clicking on Social Opportunity to Shop
%
Not sure who gets credit card info
%
Don't trust brand/retailer
%
Don't want to enter credit card info
%
No customer reviews
%
From unfamiliar brand
%
Posted by celebrity/influencer I don't like
What does this mean for brands and retailers?
Get in touch with Reach3 Insights to learn how conversational can be applied to your shopper journey objectives.
What’s this all about?
The way we shop is changing rapidly, and the line between online and brick-and-mortar is increasingly blurry.
Reach3 Insights asked our clients and other insights professionals to tell us whatโs been on their minds when it comes to โphygitalโ retail.
We leveraged those questions, Rival Tech, and our conversational approach to engage with shoppers in the thick of the holiday season to understand the touchpoints that are important to them.
Weโll be sharing our learnings over the next few weeks.
Research Details:
N=1,005 American adults who shopped over the holiday season
Fielded December 6-13, 2023
Curious to know more?
Use the Contact button below to get in touch or email…
Dara St. Louis ๐งย dara.stlouis@reach3insights.com
Christine Nguyen ๐งย christine.nguyen@reach3insights.com
www.reach3insights.com
info@reach3insights.com // SMS: (833) 4Reach3 // Phone: (833) 4Reach3