Social commerce to surge among consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 13, 2021, 1:57 PM UTC

41% of consumers seek promotional content about sales and discounts from brands on social media, as per Gartner.

Since COVID-19, the number of purchases done through social commerce has increased. Further, more than a quarter of social media users from the Gartner Consumer Community (GCC) have made purchases by engaging with brands and influencers on social media, amid COVID-19.

According to eMarketer, the number of people using social commerce will reach 101.1 million by 2023. With more than half of GCC participants wanting to buy from social again, brands looking to convert social media followers into consumers must bolster their social commerce infrastructure.

Users emphasise convenience and choice when it comes to social commerce. Something that Facebook and Instagram, among other major social media sites, have already leveraged to significant advantages. Pinterest, for example, announced that its Shopify partnership would be expanded to other nations.

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