Social Commerce 2018: Its Influence in the Path to Purchase - eMarketer
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Social Commerce 2018: Its Influence in the Path to Purchase

eMarketer Report

By: eMarketer

Published: December 18, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Though marketers are still using social media to influence purchase decisions and drive sales, getting consumers to actually complete a purchase while on a social property is no longer a top priority for most.

  • In 2017, 70.7% of US internet users will use social networks—time spent among adult users will average 1 hour,15 minutes per day. It’s a popular channel, and marketers are showing no signs of stopping efforts to reach shoppers there.
  • Shoppers aren’t flocking to social platforms to buy, but social media plays an important role in the early phases along the path to purchase, as a research tool and general influence. In a 2017 PwC global report, online buyers cited social networks as the digital media most used for purchase inspiration.
  • New iterations of social commerce continue to evolve. Retail-friendly ad products and features from the major social platforms are constantly being introduced, influencer marketing is still a popular tactic, and visual commerce, including video, is becoming more influential on purchase behavior.
  • Facebook is by far the most popular social media platform for researching, influence and buying, but Instagram is gaining ground. Younger social media users are more inclined to participate in this activity.

"Roughly one-third of US social media users have never bought directly from social media, but close to half have done so via Facebook, either directly through a post or through a link in a post."

Table of Contents

The State of Social Commerce

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Consumer Behavior: Not Exactly Anti-Social

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Social Platforms: The Big Four

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22 charts are included in the full report:

Social Commerce 2018: Its Influence in the Path to Purchase

Social Media Platform on Which US Social Media Users Last Made a Purchase Directly from a Social Media Post*, Oct 2017 (% of respondents)

The State of Social Commerce

Leading Strategies/Objectives According to US Retail Executives, Feb 2017 (% of respondents)

US Retail Ecommerce Traffic Share Growth, by Marketing Channel, Q2 2016 & Q2 2017 (% change vs. same period of prior year)

Percent of Sales Attributed to Social Buy Buttons* According to Email Marketers in North America, Nov 2016 (% of respondents)

Adoption of Facebook* and Instagram** Social Commerce Features on Brand Sites Worldwide, by Industry, March 2017 (% of total brands tracked by L2)

Consumer Behavior: Not Exactly Anti-Social

US Internet Users Who Have Purchased a Product After Discovering It on a Brand's Social Media Post, Aug 2017 (% of respondents)

Paid Ads

US Internet Users Who Have Made a Purchase Based on an Ad Seen on Social Media, by Platform, Aug 2017 (% of respondents)

US Social Media Users Who Have Bought Products/Services After Seeing Ads on Select Social Media Platforms, Nov 2014-Nov 2016 (% of respondents)

Influence

Primary Social Media Platform that Influences US Social Media Users to Make a Purchase Decision, Aug 2017 (% of respondents)

Sources that Influence US Digital Buyers' Purchase Decisions, by Product Category, Aug 2017 (% of respondents)

Social Media Platforms that Influence US Internet Users' Purchases, by Product Category, April 2017 (% of respondents)

Social Media Platforms that Influence US Internet Users' Holiday Shopping, by Age, July 2017 (% of respondents in each group)

Direct Sales

Locations/Channels Used by Internet Users Worldwide When Purchasing Products, by Age, Aug 2017 (% of respondents)

Frequency with Which US Social Media Users Make a Purchase that Begins on a Social Media Platform, Aug 2017 (% of respondents)

Social Media Platform on Which US Social Media Users Last Made a Purchase Directly from a Social Media Post*, Oct 2017 (% of respondents)

Primary Factor that Would Motivate US Social Media Users to Make a Purchase on Social Media, Oct 2017 (% of respondents)

US Marketers Who Are Confident in Their Ability to Create Video Content that Will Drive Views, Purchases and Engagement on Select Social Media Platforms, April 2017 (% of respondents)

Social Media Content Formats that Influence US Internet Users to Purchase a Product, April 2017 (% of respondents)

US Internet Users Who Have Made a Purchase Influenced by a Video on Social Media, by Platform, April 2017 (% of respondents)

Factors that Would Influence US Internet Users to Purchase a Product from a Brand's Social Media Channel, Aug 2017 (% of respondents)

Social Platforms: The Big Four

Shopping-Related Activities that US Digital Buyers Conduct via Chatbot, Q1 2017 (% of respondents)

Pinterest

US Pinterest Users Who Have Purchased or Considered Purchasing Products on Pinterest, March 2017 (% of respondents)