Consumers are more inclined to buy beauty products on social platforms

According to a related research report by Influenster , the vast majority (91%) of consumers currently prefer to purchase beauty products through social platforms , while 44% of consumers prefer to browse cosmetics in physical stores rather than online .

The report also shows that 76% of consumers say they have chosen social platforms as their first shopping method , and 73% of consumers use Instagram, Facebook, Pinterest and Tik Tok to shop.   In addition, 65% of shoppers often look for shopping inspiration on social platforms, and 60% of consumers may make purchases through recommendations from anchors or platform users .

Bazaarvoice’s research also shows that beauticians are considered to be the people most trusted by consumers to provide a real sense of experience with beauty and cosmetic products , and consumers believe that they are professional enough to provide users with the most suitable products.

“The beauty industry has a real advantage in social commerce because social platforms have long been a place where consumers share beauty tips , product recommendations and more, ” said Ed Hill, senior vice president of EMEA at Bazaarvoice.

Currently, major beauty and cosmetics brands are actively catering to the preferences and needs of current consumers and continuously expanding their deployment on social media , including cooperating with anchors to live broadcast and virtual AR makeup experience, to divert consumers' attention from offline physical stores.

The development of social media technology, the increasing maturity of real-time shopping functions and AR makeup trial technology, continue to bring users a better service experience. For shoppers, shopping on social platforms can more intuitively see the effect of product use, can get a more realistic shopping experience, and the degree of fit with the product will be higher, so they can buy the product they are satisfied with more efficiently.

According to relevant research, one-third of online consumers worldwide currently consume through social video content. A recent trend report from Checkout.com shows that 39% of young shoppers prefer to shop during live broadcasts . Meanwhile, Instagram’s own research shows that 81% of its users use the platform to research and purchase products and services.

It ’s undeniable that social media platforms like TikTok have ushered in a new era in the way consumers consume content. As one of the fastest-growing online shopping trends, social commerce is ubiquitous and will only continue to grow in the future .

TikTok

Social shopping

Beauty