Marketers that want to boost conversions on (and off) social media should seriously consider incorporating TikTok into their social commerce strategies. Algorithms are playing a bigger role in the discovery phase. Consumers have traditionally discovered products on social media through targeted ads, as well as organic content from brands and influencers they follow.

Social Media. Consumers are wary of ads they see on social media platforms. Some of that distrust may be driven by concerns about harmful content on social platforms or the ways that consumers know or worry that these services collect and use their personal information to target them with ads.

But digital buyers in Russia, rather than the US, rank second by this measure with 49.5% of digital buyers expected to purchase via social media this year. It’s worth noting that Germany and the UK don’t even place in the top 10 by this measure.

This report summarizes our forecasts for nine countries—the US, Canada, France, Germany, the UK, China, India, Japan, and South Korea—and offers comparative analyses of the major time spent numbers for each.

Where are people buying into social buying?

Consumers in France, Germany, and the UK also became more critical of slow-loading sites. In addition, many were interested to learn about product availability. In June, 30% of respondents in France and 37% in Germany said that knowing stock levels was important to their browsing/shopping experience. Grocery and CPG Set to Benefit Most.

In Germany, Sweden, and the UK, that share was around 50%. At least 83% of internet users polled in Germany and Spain said it was important that brands in particular should be sustainable and/or environmentally responsible, according to September 2020 data from IBM and SurveyMonkey.