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.