Social eCommerce inspires 70% of global consumers to shop without intent, according to a recent Outlook Report from Circana. According to the report, social eCommerce refers to shopping that occurs on social media platforms. This might include product discovery, reviews and ratings, or even transactions themselves. Major platforms like Instagram, TikTok, and Facebook “accelerate customer decision journeys from awareness to purchase”, the report notes.
Circana has found that engaging with brands via social media can inspire customers to shop even if they weren’t intending to make a purchase.
“By combining community, shopping and entertainment, brands can capture their audiences and provide them with a unique experience that urges them to take immediate action, even if they weren’t actively seeking to purchase prior to engaging,” says Alistair Leathwood, Circana’s Head of Insights, Analytics and Media, APAC.
Businesses can also use social eCommerce to better understand the purchasing journey of their customer.
“Marketers and brand professionals need to go beyond vanity metrics like clicks and engagement,” says Leathwood. “They must understand how online behaviour converts into sales, using eCommerce transactions and first-party data to gain greater visibility into the purchasing journey.”
Engaging customers in a cost-of-living crisis
The Circana report found that customers are growing “savvier” in their purchasing patterns: looking to make the most of budgets without sacrificing quality or experiences. While many SMEs are facing cash flow challenges right now, customers are still willing to purchase, especially if businesses are willing to meet them on the platforms they are already using.
