11 Social Commerce Statistics and Data

Summary

1. Short Video Form Attention Span

On an average, compared to generation Z, millennials have a longer attention span when it comes to watching videos at a whooping 12 seconds as compared to a mere 8 seconds.

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Image showing attention span of generation z versus millenials.

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2. Purchase Frequency

Surveys show that less than 50% of generation Z has a likely frequency to purchase products from social media, whereas 74% of millennials on the other hand are more likely to purchase products from social media.

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Image showing purchase frequency from social media generation wise.

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3. Interests in Loyalty Programs

On an average, surveys conducted show that when taking generation Z into consideration, only a small percentage of individuals (30%) consider loyalty programs to be of interest.

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4. Critical drivers for online purchases

When looking at critical drivers for payments on social networks, research shows that while 73% prefer click and collect modes of payment and delivery, a whooping 79% are more likely to be attracted towards free delivery offerings. Generation Z food trends also play a significant role in shaping these preferences, as this demographic tends to prioritize sustainable packaging and ethical sourcing in their purchasing decisions.

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Image showing payment purchase preferences.

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5. Social Commerce Trends From Summer 22-23

Taking into account trends on social networks from the year 22-23, it has been identified that 80% of consumers prefer online channels for shopping as compared to brick and mortar, 76% prefer to shop on social media platforms as compared to brand websites, 63% of community retail shoppers prefer to purchase recurring from the same sellers again and 65% have a preference towards online payment gateways as compared to cash on delivery.

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6. Highest number of social commerce purchases globally

When analysing social commerce purchases, some common findings are clothing and apparel has the highest purchasing frequency at a soaring 18%, consumer electronics follows closely behind at 13% alongside fresh foods (only exclusive in the Chinese market) and last but not the least home decor products lining up a solid 7% of global purchases.

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Image showing global percentage of purchases category wise.

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7. Social Commerce Opportunity

Globally, sales made through social commerce in 2021 are expected to reach $492 billion.

Growing at a CAGR of 26%, the social commerce opportunity will nearly triple by 2025 to $1.2 trillion.

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8. Top Ten Social Commerce Features 22

When developing your social commerce strategies, here are the 10 key performing features that you can implement for a successful strategy. At 41% research shows that ratings or reviews are one of the most important features to integrate into your strategy. This feature is closely followed by close to 30% of surveys identifying the importance of clear images and descriptions, alongside a 25% score towards the implementation of in-app checkout methods.

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Image showing top 10 social commerce features.

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9. Top concerns with social commerce compared to e-commerce

While there are numerous pros and cons associated with social commerce as compared to e-commerce, here are a few concerns to keep in mind in order to ensure that you are set up for success. Coming in at close to 50% the biggest concern for both social buyers and non-social buyers is the simple fact that they are concerned that their purchases won't be refunded. Additionally, it's interesting to note that 29% of social buyers find purchasing products through social media to be significantly consuming, compared to 18% of non-social buyers concerned with the same.

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Image showing trends of concerns of social commerce when compared to ecommerce.

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10. Companies using YouTube for their marketing

While social commerce is growing at a rapid rate, some interesting facts discovered through surveys show that despite being the market as one of the oldest only 13.6% of companies are marketing their products or services via YouTube, with a whooping 86.4% of organisations not leveraging the same.

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Image showing percentage of companies leveraging YouTube for marketing.

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11. Age specific chart for internet usage, April 23

Fun Fact! Only 56.5% of users between the age of 25-34 are utilising the internet on a whole, with a larger portion of 65% of the demographic 55–64 years of age utilising the internet on a larger extent.

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