Shopping is exploding on TikTok!

Recently, members of the Influenster online product review community of the overseas forum Bazaarvoice published a survey, which showed that the number of consumers who shopped on social media platforms such as TikTok (+567%), Twitter (+300%) and Pinterest (+250%) has increased dramatically in the past 12 months. A year ago, the first choice for online shopping was the brand's official website (+77%), followed by Instagram (+54%), which has now been completely replaced by TikTok.  

The survey of North American and British women found that in North America and the UK today, social media is the most common channel for obtaining information about brands and their products, followed by brand websites and then email.

About 72% of UK respondents and 74% of North American respondents said they visit a brand’s social media page before purchasing a product . 62% of North American respondents and 66% of UK respondents believe that a brand’s social media page influences whether they will ultimately purchase a brand’s product .

In addition to social media, search engines are also an important portal . 81% of British respondents and 79% of North American respondents said that they often use search engines such as Google or Bing to search for product information and purchase some products in the process .

Whether it is social media platforms or search engines, they are common forms of social e-commerce. One of the promotion methods of social e-commerce is to promote products through influencers (kols). In this regard, this survey also conducted relevant research. 69% of respondents in North America and 76% in the UK said they would be influenced by influencers on social media platforms .

In various forums, people tend to think that bloggers with more than 100,000 fans are considered influential Internet celebrities, but this is not the case . Surveys have found that consumers are also willing to buy recommendations from Internet celebrities with thousands of fans , and even these more niche Internet celebrities often have higher fan stickiness and better promotion effects due to the verticality of their audience market .

In addition to recommendations from influencers, recommendations from friends and relatives are also a form of marketing in social commerce. Compared with recommendations from influencers, recommendations from acquaintances are more convincing. The survey shows that 76% of British respondents and 73% of North American respondents would accept recommendations from friends and relatives.

Social e-commerce