New research commissioned by UserTesting a SaaS provider, reveals that small purchases of less than £39 make up 44 per cent of social media retail sales in the UK. Nearly half (47 per cent) of UK consumers shop on social media at least once a month.
The independent research surveyed 1,000 Brits about their social media use and shopping habits, providing insights into how social media impacts purchasing decisions and consumer behaviour.
Inspiration, Influence and Convenience
Social media shopping is on the rise. One in five (20 per cent) Brits who use social media shop there for products at least once a week, while nearly half (47 per cent) do so at least once a month.
Social media also offers significant benefits for shoppers. 34 per cent of respondents rely on social media to see how products perform in real-world scenarios, and almost a quarter (24 per cent) use social media for purchase inspiration. Social media serves multiple roles in the customer journey, with users reading product reviews (18 per cent) and researching products (19 per cent) on these platforms. Over a quarter (28 per cent) find social media shopping more convenient than other methods.
Consumers are highly influenced by others’ use of products on social media. A third (33 per cent) of UK respondents are more likely to purchase something after seeing it used by others. Livestreams are particularly impactful, with 86 per cent of Brits who watch live streams on social media saying they are more likely to buy a product showcased this way.
Mixed Experiences with an Optimistic Outlook
Almost half (48 per cent) of respondents characterise their social media shopping experience as positive, with purchases meeting expectations. However, 44 per cent felt products sold on social media fell short of expectations. Despite this, 72 per cent of those dissatisfied would still use social media for future shopping, highlighting the importance of convenience for modern shoppers.
Unplanned purchases are common, with over two-fifths (41 per cent) of social media shopping being a mix of unplanned and planned buys. Nearly a third (27 per cent) admit to making unplanned purchases on social media.
Social Purchases Start Small
Consumers prefer making smaller purchases on social media, with 44 per cent of transactions being between £0.78 and £39.10. 31 per cent are comfortable spending between £39.88 and £78.19, and only 2 per cent are willing to spend more than £78.20 through social media.
This conservative spending also applies to purchase types. Over half (53 per cent) of purchases are for clothing, followed by beauty and skincare (34 per cent) and gifts (34 per cent). Larger purchases, such as vehicles, are the least popular, with only 5 per cent falling into this category.
Expert Insight
Lija Hogan, Principal of Enterprise Research Strategy at UserTesting, commented on the findings: “Social media significantly impacts UK shoppers’ habits. These results show how much these platforms shape modern shopping behaviours, appealing to many customers.”
“Social media serves as both a virtual shop window and a hub for social proof through user reviews and user-generated content (UGC). Brands must include social media in their customer journey planning while maintaining excellent customer experiences to retain and attract customers.”
“It’s crucial for brands to manage their social media presence effectively. This includes developing a strong brand voice, implementing good customer service strategies, and understanding audience perceptions. Modern businesses cannot afford to neglect social media when interacting with customers.”
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