Most consumers have purchased on social media platforms. But it’s not easy to do so, judging by Social Commerce—Progress And Future, a 2022 study by GoodFirms, an IT research company servicing the B2B sector.
Of the shoppers polled, 75.6% have initiated purchases via social platforms. However, the hurdles to buying on social platforms included:
That reference to spam doesn’t necessarily refer to legitimate email marketers. Rather, “Many social media networks now feature markets and vendors offering items and services, including clothing, footwear, jewelry, etc.,” the study states.
The report continues, “Some of these may be spammers posing as authentic businesses. Customers get links or unauthorized offers from them to purchase goods and services. The seller's payment connections are fraudulent, and customers end up losing money.”
The most popular social shopping channels are:
The study also reports that 56.8% of the respondents buy on the advice of social media influencers.
Social media platforms are primed to generate $992 billion billion in global sales, and will hit almost $2.9 trillion by 2026, the study continues.
GoodFirms surveyed 370 consumers who use social media.