With businesses closed during lockdowns, the growth of online shopping accelerated so quickly that sales numbers have reached heights that we didn’t anticipate until 2022. Among those who already shop online, the pandemic has also sped up the adoption of alternative shopping behaviors, such as social commerce. Just over one-third (35%) of US online shoppers said they had used social media to shop—up from 27% toward the beginning of the pandemic in April—according to an October 2020 Bizrate Insights survey conducted for eMarketer. Over that timeframe, the number who said they shop on social media regularly increased from 6% to 10%.
The growth is driven in part by the increasing availability of social media shopping options. In April, 23% of respondents said they hadn’t used social media shopping but were at least somewhat interested. By October, that number dropped to 19%, suggesting that those who were interested began to actually try out social shopping. That transition was likely aided by the rollout of new social media shopping features between April and October, specifically, the rollout of Facebook and Instagram Shops in May. While these features had likely been planned long before the pandemic, lockdowns certainly helped boost their popularity—not only because more customers were shopping online, but also because more businesses were forced to digitize their operations with brick-and-mortars closed. Additionally, new social commerce products like TikTok’s recent partnership with Shopify could help convert more interested users into social media shoppers in the coming months.
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November 17, 2020 at 02:24PM
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Social media shopping has become more popular during the pandemic - eMarketer
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