Survey: Shoppers browse on social commerce sites, but shy away from purchasing
Trust and security are large factors when it comes to consumers deciding to shop on social commerce platforms or not.
According to a new survey from e-commerce SaaS company AfterShip and polling partner Ipsos, three-quarters (76%) of respondents browse social commerce platforms for products, but buy through a retailer's website, primarily due to trust and security concerns (41%). Over half (52%) don't trust social media platforms, such as TikTok Shop and Instagram Shopping, but say they would use social commerce if the platforms felt more trustworthy (44%) and secure (28%).
The survey found that 79% of Americans use social media weekly, with 63% finding social commerce platforms “excellent” for inspiration and ideas. More than half (52%) of those surveyed have made a purchase on social media in the past.
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Despite some trust issues overall, younger shoppers are embracing social commerce, with one-third (34%) of 18- to 34-year-olds shopping on social media weekly. Nearly two-thirds (65%) of the age cohort are likely to continue shopping on social media platforms in the future, while only 15% said they are not at all likely to. This likelihood is almost half (49%) for 35- to 54-year-olds, and only 14% for those 55 and older.
When it comes to online shopping overall, the survey found that consumers’ purchase decisions are primarily motivated by sales and promotions (87%), followed by reviews from other customers (78%). Nearly four-in-10 (38%) respondents say that a brand’s social content motivates them, while 34% cite live shopping videos as a factor and 31% of consumers say they are impacted by influencers.
"Shoppers browse online for trends, so authentic reviews, detailed descriptions, and personalized product recommendations help them visualize how products fit their lifestyle," said Arinze Okonkwo, head of customer success at AfterShip. "Our research suggests retailers should leverage their social presence to build trust and showcase products. Social commerce is an evolving part of e-commerce, and we're all learning as we go."
AfterShip’s survey was conducted by Ipsos and featured 1,000 Americans aged 18 and up. It was fielded online from Sept. 18-20.
