Survey: Social commerce comes of age

Although social commerce is still relatively new, it appears to be quickly gaining acceptance with consumers.



According to a new survey of more than 1,500 U.S. consumers from Citi Retail Services, social commerce, or the concept of using social media to drive sales, is evolving and growing at a faster pace than all other online channels. And shoppers are buying in.



A total of 58% of respondents said that they’re following retailers on social media sites, the most popular being Facebook, followed by Twitter, Instagram and Pinterest. And they’re not just following retailers – they’re actively interacting with retailers via these channels.



The study showed that 62% have interacted with a retailer by “liking” a post; 40% have commented on a post; and 31% have reposted content from a retailer on their personal feed.



When it comes to the next step of the purchasing process – thinking about making a purchase – respondents said that the following social media apps/sites are influential in their decision of what retailer(s) to give their business to: Facebook (35%), YouTube (25%), Pinterest (19%), Twitter (15%), Instagram (12%) and Snapchat (5%).



And as it relates to taking it a step further and actually completing a purchase via social media channels, the tide seems to be turning with 60% of respondents saying they would be open to purchasing through social media.



Consumers already digitally “live” on social media, using it as a preferred channel for routine Web access. By making it easier for customers to research, find and purchase products directly from leading social media sites, retailers are adapting to the latest expectations for a holistic omnichannel experience.