US Social Commerce 2017: Influencing and Driving Sales - eMarketer
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US Social Commerce 2017: Influencing and Driving Sales

eMarketer Report

By: eMarketer

Published: December 16, 2016

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

Executive Summary

Social commerce has gone through so many iterations, with experiments launched and killed, only to have the basic concepts revived in different ways—often in iterations that are unfortunately no better at producing direct sales than the last. But as multichannel attribution replaces the last click when it comes to assigning credit for a sale, the influence of social platforms on conversions should become more apparent.

  • Marketers continue to invest in social commerce, even though as a direct response tool on all but Facebook, it’s still lacking. Users aren’t accustomed to clicking through to buy on most social platforms.
  • Multichannel attribution is being used by more retailers, and more social platforms—Google and Facebook, in particular—are offering online-to-offline measurement tools. Retailers not having to rely on last-click attribution may increase the value seen in social commerce.
  • Retailers still seem to be approaching buy buttons on social media as an add-on—as long as users are spending time on social platforms, why not insert a direct call to action? But shoppers are indifferent at best, and that doesn’t look likely to change anytime soon.
  • Newer social media platforms like Snapchat and technologies like chatbots could pave the way for the social commerce transactions of the future.

"US retailers surveyed by RIS News and Gartner in February 2016 attributed just 2% of their revenues to social commerce. However, that stat doesn’t necessarily tell the whole story."

Table of Contents

Retailers: Investing in Social Commerce, but Few Results So Far

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Consumers: Still Not Sold On Social Commerce

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The State of Buy Buttons: A Work in Progress

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The Future of Social Commerce

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15 charts are included in the full report:

Social Commerce 2017: Influencing and Driving Sales

Share of Revenues Derived from Select Sales Channels According to US Retail Executives, Feb 2016 (% of total)

Retailers: Investing in Social Commerce, but Few Results So Far

Commerce Channels Used by Retail Professionals Worldwide, July 2016 (% of respondents)

Most Important Tactics/Metrics for the Digital Marketing Industry According to US Marketing Professionals, Brand vs. Agency, Aug 2016 (% of respondents)

Share of US Ecommerce Orders Attributed to Select Ad Formats, 2015 (% of total)

Share of Revenues Derived from Select Sales Channels According to US Retail Executives, Feb 2016 (% of total)

Attribution Improves

US Companies Using Multichannel Attribution Models, 2014-2018

How Retailers Use Social for the Holidays

Social Media Marketing Channels/Tactics that US Retail Marketers Plan to Leverage this Holiday Season, Oct 2016 (% of respondents)

Consumers: Still Not Sold On Social Commerce

Share of Retail Ecommerce Traffic in North America* Referred by Social Media, by Platform, Q1 2016-Q2 2016 (% of total)

Activities Conducted on Facebook, Instagram & Snapchat by US Social Media Users, Aug 2016 (% of respondents)

Social Media Platforms on Which US Social Media Buyers Have Made a Purchase, Oct 2016 (% of respondents)

US Social Media Users Who Have Purchased Products/Services Advertised on Select Social Media Platforms, May 2015 & June 2016 (% of respondents)

Reasons that US Digital Buyers Purchase Products on Social Media Sites, Feb 2016 (% of respondents)

The State of Buy Buttons: A Work in Progress

Primary Attitude Toward Shopping via Social Media Sites* According to US Internet Users, April 2016 (% of respondents)

Usage and Awareness of Instagram's Buy Button Among US Instagram Users, July 2016 (% of respondents)

The Future of Social Commerce

US Millennial vs. Total Mobile Messaging App Users Who Have Used a Chatbot to Communicate with a Business*, Oct 2016 (% of respondents)