Facebook Leads Social Commerce: Platform Trends in Social Shopping

Social Commerce: East vs. West

Although shopping via social networks is quite popular, Western consumers have adopted it much more slowly compared to China. However, the outlook for marketing is positive: spending on social media continues to grow steadily. TikTok’s global revenue from in-app purchases climbed to $4 billion last year. A large portion of this revenue doesn’t come from direct product sales, but from TikTok Coins.

It’s expected that the adoption of social shopping in the West will eventually follow the pattern observed in China, where younger users are increasingly embracing in-app purchases.

A recent report from eMarketer provides insight into the current situation in Social Commerce.

Facebook Leads Social Commerce

Facebook significantly surpasses TikTok and Instagram in supporting shopping behaviour. This advantage is partly due to Facebook’s enormous user base and the presence of

Although Facebook has the largest volume of social shoppers, Snapchat and Reddit users tend to shop more frequently. These platforms may be more effective at recommending relevant products, or users may trust recommendations in these communities more.

This trend suggests the importance of personalised content and community recommendations that can support purchasing behaviour.

What Drives Social Shopping?

Short videos, especially on TikTok, have proven to be the most influential format in prompting purchases. Investing in engaging short videos that support purchasing decisions could be the right move within a marketing strategy.

On the other hand, there are concerns about credibility and safety. Although users utilise Social Commerce, most shoppers only make small purchases. This could be due to caution, as fraud is on the rise.

Despite social platforms offering security measures similar to those on e-shops or marketplaces, concerns about privacy and data leaks are still a barrier. Building trust will be key to the success of in-app purchases. This presents a potential challenge for e-commerce brands trying to grow in this area.

How to Utilise Social Commerce?

Focus on Facebook, as Facebook leads Social Commerce, but don’t forget about other platforms. While Facebook leads in social shopping, platforms like Snapchat and Reddit are worth considering for their high engagement rates. The key to increasing conversions could be adapting to the unique audience of these platforms and leveraging the specifics they offer. This typically involves cohesive communities on Reddit or the aforementioned short videos on TikTok.

Related to this is another point: Invest in short videos. Given the reach and influence of short videos, integrating creative and informative video content into your social strategy could be a decisive step.

Address security issues: Building consumer trust through transparent communication about security and data protection will be essential to support higher transactions on social platforms.

Although social shopping is in its infancy in our region, it’s clear that younger consumers are becoming increasingly familiar with this idea. Monitoring trends and being prepared for the transformation can help your brand capitalise on future growth.

Social shopping has strong potential, and in our region, we’re still waiting for its rocket launch. China is a model in this regard of how it can work. However, addressing issues of trust and security and utilising popular forms of content will be key.

Emerging Social Commerce Trends

As the landscape of social shopping continues to evolve, several key trends are shaping its future:

• Video-driven shopping: Short-form videos, particularly on platforms like TikTok and Instagram Reels, are becoming increasingly influential in driving purchase decisions.
• Live shopping events: Real-time, interactive shopping experiences hosted by influencers or brands are gaining popularity, especially in Asian markets.
• Augmented Reality (AR) integration: AR features allow users to virtually try on products or visualize items in their space before purchasing.
• Chatbots and AI assistants: These tools are being used to provide personalized shopping recommendations and customer support within social platforms.
• User-generated content: Authentic reviews, photos, and videos from real users are becoming crucial in influencing purchasing decisions.
• Mobile-first approach: As more users shop on mobile devices, platforms are optimizing their interfaces for mobile commerce.
• Social listening for product development: Brands are using social media insights to inform product creation and marketing strategies.
• Influencer collaborations: Partnerships with social media influencers continue to be a significant driver of social commerce.

• Seamless checkout experiences: Platforms are working to reduce friction in the buying process with features like one-click purchasing.
• Facebook leads Social Commerce: Despite challenges in Western markets, Facebook remains a dominant force in social commerce due to its large user base and robust features.
• Integration of fintech solutions: Social platforms are incorporating payment and financing options to facilitate transactions.
• Sustainability and ethical shopping: There’s a growing trend towards promoting eco-friendly and socially responsible products through social commerce.

As Facebook leads Social Commerce efforts in many Western markets, it’s likely to be at the forefront of implementing these trends. However, the social commerce landscape remains dynamic, with opportunities for innovation across all platforms.

By staying aware of these trends, businesses can better position themselves to leverage the evolving potential of social commerce.