Discounts a Key Purchasing Trigger for Social Shoppers This Holiday Season |

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by Anna Munhin Nov 28, 2022 News
Discounts a Key Purchasing Trigger for Social Shoppers This Holiday Season |

Shoppers are using a variety of channels to buy gifts. Social commerce is one of the new channels. How do shoppers view this channel? A study is being conducted to understand the attitudes of shoppers. You can check out the results here.

People are buying products and gifts for the holidays. Shoppers use various channels, such as search, social media, and referrals, to find products and buy them. Social commerce is gaining popularity. According to Statista, the value of social commerce sales is expected to more than double in the next ten years.

The study was conducted to understand the attitude of consumers towards social shopping. There are a few findings that are summarized here.

There are a few more findings here.

For Gen Z, Social Shopping Is the Norm

According to the study, Gen Z is leading the way with social commerce. Almost half of respondents said they would do most of their shopping on social media. Some people plan to use social media to shop. There are findings from other studies. Almost 40% of young people don't go to search for a place to eat when they're looking for a place to eat, according to a study by the company. They go to social media sites.

Here's what's next for personalization, social selling, and commerce.

Offers and Shopping Experience Are Key Purchase Triggers on Social Media

27% of Gen Z shoppers said they were getting a great bargain with a discount code or promotional offer. For 26%, it was the shopping experience, and for 15%, it was the social reviews.

Key purchase trigger on social media for Gen Z shoppers this holiday season

This holiday season, a key purchase Trigger is on social media.

Gen Z shopping is a state of social commerce.

Gen Z Will Spend More on Social Commerce This Year Compared to Others

Gen Z shoppers are the only ones who are predicted to spend more on social media during the holiday season. 31% predicted they would use social media for gifts the same as last year, and another 31% said they would purchase more gifts with social media. Shoppers from other groups said their purchases using social media would not change. About 15% of other generations said they would use social media more this year.

The generations agree on the major buying Trigger. Getting a bargain is the key purchase for many generations. Retailers will have to offer attractive discounts to entice shoppers of all ages.

Gen Z Is Invested in Live Shopping and Influencers

According to studies, the live shopping aspect of social commerce is becoming popular, and the sales may make up 20% of the sales of the website by the year 2020. The market for livestreams is expected to reach $35 billion by the end of the decade. How invested is Gen Z?

42% of the shoppers from this generation had already been to a live shopping event, and another 25% would consider going. More than half of the people who attended the event also made a purchase. This shows that brands targeting Gen Z shoppers might want to consider live shopping events this season.

More than half of Gen Z shoppers find influencer marketing most useful when looking for new products. The majority of people think thatinfluencers are the best people to recommend new products to. Only 36% of people think that influencer marketing is useful when buying a product.

This generation is more interested in live shopping and influencer marketing. 32% of other generations had gone to a live shopping event. 39% of people said that they are useful when looking for new products.

All Is Not Rosy When It Comes to Social Shopping

Buying products directly on a social media platform is appealing and should improve the shopping experience. This is not true. Most people prefer to check out a product on a brand's website. More than half of Gen Z use social media to find new products, but they want to check out products from a brand's site. The preferences are similar to streaming events, with 59% wanting to buy from the brand's website or directly from the brand during the event. For other generations, these preferences are the same.

Trust in the brand is important, product availability and assortment keeps changing on social, and offers on brand sites during the holiday season do not reflect on social media. Only 17% of shoppers who bought a product on social media and returned it would be willing to shop on social again due to poor returns.

It Is About Trust for All Shoppers

80% of Gen Z plan to use it for social shopping As it indicates how future consumer behavior will evolve, brands should take note of their shopping experience and make sure they feel valued.

Social networks and brands need to build trust with shoppers. According to the study, Gen Z and other generations don't trust the network or it abuses personal data. The brand trust levels for Gen Z are low, with 49 percent saying they don't trust the brand or it abuses personal data. Almost half of shoppers from other generations had the same feelings.

Gen Z distrusts even at a product level. The majority of Gen Z and Gen X shoppers said that they would change if they could. Quality products should be produced by brands and they should be clear about what they stand for. As Gen Z shoppers look for higher level experiences, they should be given opportunities to co-create.

There are five social commerce best practices to win consumers hearts and wallet.

Customers Have Poor Handover Experiences

Consumers use social platforms to discover new products and then buy them on the brand site. The handover from a social platform to a brand website doesn't offer good experiences. According to an earlier study, 81% of respondents had a bad experience landing on a brand website. This is a place that needs to be monitored. Products being out of stock, links not working, the size/variant that is advertised not being available, and more are some of the challenges people face. All age groups face these challenges.

The reduction of customer experience as a keytrigger for purchase with growing age was one of the trends shown.

Customer experience as a key purchase trigger with increasing shoppers’ age

The customer experience is a key purchasetrigger.

Gen Z shopping is a state of social commerce.

The Immediate Future of Social Commerce

This holiday shopping season, Gen Z is leading the way in adopting social shopping. It may be difficult to target Gen Z because of their fast pace through social networks. The experience of the brand should live up to high expectations since these shoppers can be ruthless. Gen Z isn't the primary buyer today, but they are going to become a key demographic. They are influential. It is important to make their shopping experience seamless and to build trust with them to capture their hearts and minds.

What do you think can be done to improve the shopping experience? We would appreciate it if you could share with us on social media.

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