So, it’s not surprising that social platforms seem to invest more and more in social commerce features — the idea is to make people buy directly through these platforms, without leaving the app. After all, there’s money on the table. But then… these platforms had to put their foot on the brakes. Recently, we received some news indicating that big social media brands are rethinking social commerce as a priority in the near future, since consumers haven’t bought into it yet. Instagram had its affiliate commerce program shut down in August, Facebook will put an end to the live commerce shopping program in October and TikTok had abandoned its social commerce expansion plans in Europe and in the U.
S. The question is: why aren’t people buying via these features?? Among many answers, one of tunisia phone number data them is that the customer experience of these platforms is clunky. Let’s take some time to see what’s happening and why customer experience is such an important topic. Social network influence shopping habits As reported by the Hootsuite‘s Social Trends 2022 research, 53.2% of people in the younger generations prefer to turn to social networks to research brands. Looking specifically to these generations, a study made in the U.
social ads in their purchasing decisions, which Gen Z represents 50% and Millenials correspond to 58%. Source: Statista Therefore, the concept that social networks don’t work to promote the products and influence the users is totally wrong. In fact, each day their role has a growing importance in the buyer’s journey decision. However, these actions don’t seem to be enough to make the user shop on these social media platforms, as evidenced by Meta and TikTok closing social commerce programs.