Social platforms are ripe for shopping but people worry about privacy

Shoppers are willing to make purchases through social platforms but are nervous to share their payment information with social apps, according to a new study. The report, which was commissioned by Snap and run by IPG Mediabrands’ Magna Media Trials and Reprise Commerce, surveyed 8,000 participants across the U.S., U.K, Germany and Saudi Arabia. It found that 92% of people said they would be willing to purchase directly from brands on social media platforms instead of an online marketplace—if they were offered good deals and discounts, the app was user-friendly and still provided real-time customer service. Check out the latest Ad Age events and award programs Social media is already consumers' top choice when finding new products, according to 67% of respondents. It’s followed by online marketplaces (52%) and then search engines (48%). Friends and family are also discovery drivers—78% of people said they would look to friends and family on social media for product recommendations, compared to 59% who look to influencers and celebrities. There are of course customers who have never completed a purchase on social media. The report found that these users had two major concerns: Nearly 40% cited a lack of trust, either in the brand, the platform or social media in general, while 36% said they were nervous to share their personal financial information with social media platforms. Social commerce sales in the U.S. are projected to reach $69 billion this year and are estimated to grow to $87 billion in 2024, according to eMarketer. Platforms have tried to make the shopping process easier. TikTok has been testing in-app checkout with brands including PacSun and Revolve. Snapchat allows brand AR filters that let users try on clothes and accessories, and some brands even put Snap’s AR tech on their own websites. But U.S. consumers have historically been resistant to completing purchases on social media, usually opting to type in their payment information on the brand’s website. And with headlines about data privacy concerns, it could take a lot of reassurance before purchases in social media apps gain more ground. The report also found that shoppers were interested in virtual try-ons while shopping, with nearly 70% saying they would feel more confident about a purchase if they could virtually experience it first. Another 64% said they would be less likely to return a product they tried virtually. “As consumers become increasingly open to AR features while social-shopping, brands would be wise to introduce features like try-on lenses for clothing and in-room product placement options to test home-décor items,” said Glen Conybeare, global president of Reprise Commerce. Respondents said they were not only open to using AR to purchase clothing and furniture, at 87% and 85% respectively, but also for experience-driven purchases such as travel and food at 80% and 76%, respectively. See all of Ad Age's 2023 Creativity Award winners here

Social platforms are ripe for shopping but people worry about privacy

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