Social media has long been recognized as a powerful way to connect with our networks. Now, it appears social media is also a powerful tool to drive sales.
A study conducted by Avionos on consumer behavior reports that more than half of consumers have made purchases through social media like Facebook, Instagram, and Snapchat. Social ecommerce is officially changing the face of retail.
Perhaps most encouraging for retailers is the fact that shoppers engaged through social media channels actually spend more on purchases.
Savvy Online Shoppers Wanting More Find It in Social Ecommerce
The findings, based on a survey of 1,409 consumers, highlight the trend for consumers to want more from an online shopping experience.
President of Avionos Scott Webb asserts that “traditional shopping experiences are no longer enough. Consumers want every interaction from brands and retailers to be quick, personalized and informative whenever and wherever they are.”
Some of the report’s key findings include:
- Google and Amazon have changed online consumer behavior. 66% of consumers now begin their search on Amazon or Google.
- Social influencers do not drive as many product purchases as social media channels themselves. While 55% of consumers have made a purchase through a social media channel, 60% have never purchased products promoted by a social influencer or celebrity.
- Context and informational content are key for consumer content. 44% percent of consumers feel confident in their purchase with detailed specifications. Forty-nine percent feel positive about their purchase if a product has extra content available.
- While 52% of consumers indicated they research big-ticket items like furniture or electronics on their mobile devices or desktop, a full 63 percent still prefer to purchase these items in a physical store.
- Consumers are ready for AI to streamline online shopping. Nearly half believe it will speed up the checkout process.
Nike and Snapchat’s Sellout Collaboration
Highlighting the commercial power of social media platforms is the success of Nike’s collaboration with Snapchat in February. In a lightning-quick twenty-three minutes, Nike’s Air Jordan Snapchat pre-release completely sold out. Nike was the first brand to sell directly through the Snapchat app.
This event was as much about the commerce partnership between Nike and Snapchat as it was about the success of sneaker sales. It’s a sign of what’s to come.
Consumers are turning to social media more and more for a comprehensive, personalized, lifestyle experience and Snapchat proved its ability to host unique commerce experiences.
Social Ecommerce Is Driving Change in Retail
As the potential for commerce through social platforms increases, consumer behavior is shifting.
Between social proof and in-depth content, consumers are increasingly becoming more comfortable making purchases through social media.
In his formal statement, Webb concluded that ”Amazon has changed the game, particularly in the way that it has raised the bar for consumer expectations. This has caused retailers to revamp their omnichannel strategies and focus on offering experience-driven commerce that provides engaging content, personalized experiences and shoppable moments across all channels.”