Social Commerce: purchases are now fully integrated into the “feed”
Posted: Tue Jan 07, 2025 9:31 am
So, “if you have browsed the internet once in September to check the price of petrol in a shop, you are one of the 94% of consumers who “research online before going to a shop”. You may have bought hundreds of products in the previous months and have never researched online before, but if you have done it once, you are one of that 94%”, he argues.
Similarly, "if you've been influenced to make a purchase by a tweet about an offer, or by "interactive content", you're among the 92%," he continues.
Hoffman considers this data to be absurd, just as he found absurd the years ago when it was claimed that 60% of buyers used QR codes.
"What is obvious is that if researchers want to conduct serious analyses of the impact of online searches on purchases, they should have looked at the frequency of each behaviour, which is norway phone data much more relevant, and not the scope," he argues.
But of course, he concludes, what kind of story would they have if the data showed that 6% of products are searched for online before being purchased or that 2% of purchases are influenced by interactive content?
Social commerce will continue to gain in importance in 2025. After all, social networks such as TikTok and Pinterest are betting on new tools that enable frictionless shopping on their domains.
The possibility of buying products directly in the feed is completely revolutionizing the shopping experience on digital channels. Brands can, not in vain, market their products directly on 2.0 platforms without having to redirect the user to external websites, which significantly improves the shopping experience and also spurs conversion rates . The rise of social commerce shelters inspiration and direct purchase under one roof, which is extremely profitable for brands.
Similarly, "if you've been influenced to make a purchase by a tweet about an offer, or by "interactive content", you're among the 92%," he continues.
Hoffman considers this data to be absurd, just as he found absurd the years ago when it was claimed that 60% of buyers used QR codes.
"What is obvious is that if researchers want to conduct serious analyses of the impact of online searches on purchases, they should have looked at the frequency of each behaviour, which is norway phone data much more relevant, and not the scope," he argues.
But of course, he concludes, what kind of story would they have if the data showed that 6% of products are searched for online before being purchased or that 2% of purchases are influenced by interactive content?
Social commerce will continue to gain in importance in 2025. After all, social networks such as TikTok and Pinterest are betting on new tools that enable frictionless shopping on their domains.
The possibility of buying products directly in the feed is completely revolutionizing the shopping experience on digital channels. Brands can, not in vain, market their products directly on 2.0 platforms without having to redirect the user to external websites, which significantly improves the shopping experience and also spurs conversion rates . The rise of social commerce shelters inspiration and direct purchase under one roof, which is extremely profitable for brands.