Social commerce describes the utilization of social media platforms to promote, sell, and purchase products and services. For example, users can browse through products on Facebook and make purchases on the platform itself without going to a third-party company’s website. As the use of digital technology for businesses becomes increasingly popular, this convergence of social media and e-commerce provides companies a vehicle to simplify the purchase process and make use of social media advertising for their brands.
With over a third of U.S. internet users using social media to connect with brands to learn more about products and services, user engagement is a focus for brands and retailers. Digital campaigns are measured by user interactions such as clicks, likes, retweets, comments, and shares. Other reasons to connect with brands on social platforms are discounts and coupons, as well as showing support for favorite companies. According to a May 2018 survey, 58 percent of responding U.S. consumers stated that they felt somewhat influenced by social media when making purchasing decisions.
Retailers and consumers have already directed their attentions towards automated chatbot and messaging app commerce as an extension of social commerce. However, unlike regular e-commerce, social commerce still needs time to reach the mainstream. As of 2018, most customers in the United States is still reluctant to purchase directly through social media due to security concerns and only 18 percent of U.S. consumers made a purchase directly through social media.
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In the following 4 chapters, you will quickly find the 32 most important statistics relating to "Social commerce".