The COVID-19 epidemic has accelerated consumers’ online shopping, with more than a third (39%) of all U.S. consumers, including those shopping on social media, saying they have shopped on social media and will do so again.
90% of consumers are aware of the brand page / account on social media – and only 10% of those who say they avoid the brand’s social media pages – the chances of engagement are huge.
Katie Hansen, Mintel’s retail and e-commerce analyst, said: “Social commerce is the next evolution of e-commerce and will benefit from the widespread use of online shopping by Americans in recent years. With the advent of online shopping, it will take time for consumers to feel comfortable purchasing items through social media, and it will take more time for them to do it on a regular basis of any kind, but this will result in an increase in segmentation. Busyness from younger consumers increases as they become adults and earn more money. “Social commerce will not in any way replace traditional e-commerce or in-store shopping, but will become a core part of their shopping spree,” it said.
While consumers are increasingly curious about social trade, barriers such as data protection and shipping lag behind participation. Two out of five consumers (38%) said they did not shop directly on a social media platform due to lack of confidence in the security of their payment information, while 23% said they were worried they would never receive their payment. Education is still needed.
“Like any new idea, customers still need a fair amount of education and reassurance about the process, because they are concerned that their data may not be secure and / or that they will never receive the item they purchased. Brands need to show consumers how shopping on social media is like shopping through a website or mobile app, and how, in reality, social marketing can streamline the process, ”Hansen continued.
Mintel research shows that social media can be a relentless way to connect brands and consumers. Consumers from a variety of backgrounds are interested in social trade, most notably parents of children under 18 (81%), Millennials (81%), Gen Z (68%), and black consumers (62%). What’s more, about three out of 10 Black (29%) and Asian (27%) consumers browse for products on social media but purchase on a website. This is true for about a quarter of white (24%) and Hispanic (21%) customers. It shows a significant percentage of consumers who are leaving social channels to shop and shows how important it is for brands to represent customers from all backgrounds to encourage a purchase.
Hansen adds: “Diversification, equity, and inclusion are not ‘good-for-nothing’, but ‘now’ if brands want to connect with consumers.” Brands need to make sure they’re diversifying their social feed to show consumers that it takes diversity seriously, cares about its consumers; And offers products and solutions that meet different demand lists. This could include social media posts featuring different models, talking about charitable endeavors that support color communities, or highlighting internal activities aimed at hiring and promoting color workers.
“Consumers want to see themselves embodied in brand efforts because they are more likely to feel that the brand is for them, but an uninterrupted, trustworthy experience is the first important part of encouraging them to shop. Brands should be aware of this aspiration and make a conscious effort to highlight different people in their social posts in order to better connect with their consumers. ”
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