2023年的社交购物状况

Today, practically all social networks attempt to get users to start purchasing in-app.98%of customers plan to utilize social purchasing to make at least one purchase this year. This is up dramatically from last year when 68% of customers claimed they made at least one social media purchase. It's no surprise that social media channels are now vying for the biggest slice of the pie. And this upward trend shows no signs of slowing down.

社交购物是电子商务和社交媒体的混合体。广告和销售是通过与社交媒体个人资料或追随者供稿相关的零售渠道进行的。近年来，社交媒体平台包括可188滚球地址购物帖子和现场店面等工具。这些功能使用户可以发现新产品，了解新品牌并进行购买，而无需离开社交饲料。

尽管社交购物仍处于早期阶段，但肯定是一件事：它赚钱。按照Statista，社会贸易在2020年产生了4750亿美元的销售额，到2028年将产生33.7万亿美元，每年增长28.4％。

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2023年的社交购物状况：

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社交购物在这里和现在

Social shopping refers to the entire buying process occurring on a social networking platform. It attracts shoppers' attention, delivers concise new content that converts, and turns first-time buyers into recurring customers. Social shopping has fundamentally changed how businesses and consumers connect. It’s a dynamic, engaging experience that replaces tedious, time-consuming transactions.

社会购买是未来的方式。这就是为什么企业必须了解其与传统电子商务的不同。这是一个并排比较：

对比令人震惊。难怪有些在线购物者没有视频或用户生成内容(UGC). Also, customers trust their friends and various product experts more than celebrities and big brands.

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购物者和品牌：主要参与者

社交购物是用户浏览和探索产品并与品牌互动的零售旅程。值得注意的是，社交购物使人们能够购买他们在供稿上看到的东西。它还提供用户生成的社会证明。这将其从交易电子商务变成了两个主要参与者之间的债券建立社会贸易：购物者和品牌。

根据平台，购物者可以使用主题标签，商店标签和其他工具来查找品牌和产品。他们可以通过一对一的聊天，产品演示，专家生成的内容，公共团体和私人社区与企业，创作者和其他客户互动。另一方面，品牌策划了真实的社会内容，以吸引客户和潜在客户。奢侈品和美容品牌很快就接受了这一趋势。

Customers touch, smell, and sample things when shopping in person. Thanks to social shopping, brands can engage with clients online just as in person. It's more than a transaction with no personal connection.社会贸易combines static product images with scrollable videos, how-to content, consumer and brand expert insights, and other interactive elements.

Engagement features likeStoriesallow brands to deliver more to their customers. Through Stories, brands can emphasize their best-selling products, make longer videos, and invite product experts to speak live. Stories also make users more likely to engage with brands, making it a powerful social commerce tool.

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购物者在哪里

Shoppers use social media in the same way they would use Google. They can check for more information about a company or product on social channels like Facebook, Instagram, or Reddit as a part of their buying process. They can also check items that their current network recommends through social media. In this way, social networks play a significant role in leading shoppers to everything they need.

社会媒体已经成长为一个虚拟的购物中心在users may purchase and engage with friends, brands, and creators. And just like at a conventional store, the more time that people spend perusing items, the more likely they are to purchase said items. In general, customers make purchases on the platforms they are already familiar with and feel most comfortable using. Millennials and Generation Z usually prefer social media networks with a focus on visual content, such as Instagram, TikTok, and Snapchat. Baby Boomers, on the other hand, are expected to shop on Facebook. Women find inspiration and ideas on TikTok and Pinterest, while men seek Twitter and Twitch for the next items to buy.

There are also other social buying sites, such as Kaboodle and ShopStyle. These allow users to build personal style boards, product lists, and blogs. Similar to shopping together in a physical store, users can review products and make suggestions directly to their friends and social connections.

Today’s shoppers place a high value on包容性在他们的购买决定中。毫不奇怪，年轻一代价值最多。在做出购买决策时，包容性对于Z世代的73％和72％的千禧一代至关重要。总体而言，有60％的客户认为，他们将更倾向于从雇用有色人种，残疾人以及各种种族，宗教和性别认同的人那里购买。

几乎每个主要的社交媒体网站都参与社交商务，零售商有很多在线销售的选择。其中包括Instagram，Facebook，Pinterest，Snapchat，Tiktok，微信，Taggbox Commerce等。

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购买趋势和前景

当今的客户渴望尝试新的社交媒体平台功能。客户以多种方式建立联系，使企业了解人们如何找到自己的品牌并从他们那里购买。用于社交媒体的目标，livestreamsare the most popular tool.71％现场直播的观众已经通过社交媒体购买了一些东西，而48％的观众希望使用平台商业工具购买更多东西。

到2023年，有45％的客户希望直接从自己喜欢的平台上购买，但他们也更喜欢更简化的体验。188滚球地址尽管Z世代最有可能使用此功能，但渴望购买52％的人，但每个人都期望浏览和购买体验更快。

同时，随着崛起元, consumers can expect shopping carts powered by virtual or augmented reality in the future. However, how keen customers will be to adopt this trend is determined by which generation they fall under. Older customers are less likely to follow this trend. On the other hand, early adopters are willing to pay extra for it. It’s also worth noting that more than 80% of consumers who regularly use AR and VR have started social shopping.

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影响力和信任

在社交媒体上购买产品时，49％买家声称他们在查看有针对性的广告后这样做。10个社会用户中有4个在看到品牌的有机内容后购买了商品。一些（34％）在购买前检查并参考他们的朋友的帖子，而另一些（34％）冲浪了许多社交网站。

When customers purchase on social media, they continue to rely on these influences to help them make final decisions:

• 朋友们
• 产品评论，评论和评论
• 品牌熟悉
• Recommendations by significant others

对于那些18至40岁的人来说，朋友是他们购买决定中最关键的决定因素，其次是社交媒体影响者。千禧一代，Z代和X世代在COVID-19锁定期间增加了寄生虫关系。结果，用户学会了像朋友一样信任影响者。没有像千禧一代那样受到影响的婴儿潮一代对他们重要的其他人和朋友的信心最大。

Without trust, it will be hard to convince anyone to buy a certain product or service. As such, crowdsourced feedback or product reviews from strangers have the least influence on someone’s buying choice.

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The Tidal Wave of Change

Li Jiaqi and Viya, two of China's leading live-streamers,sold $3 billion in goods in a single dayin October 2021. To put it in context, that is nearly three times the average daily sales on Amazon. That is the essence of social shopping in the digital era. And it's on track to sweep the globe, becoming a$1.2 trillionindustry by 2025.

Social shopping is distinct from traditional eCommerce in that it integrates buying and selling into daily life and generates a true sense of community and connection. It aims to alter the way people shop by allowing individuals to participate in the global economy as consumers, creators, influencers, and vendors in new ways. As a result, every business, brand, and platform will be impacted by this change.

早期采用社会贸易的品牌承认其价值。例如，丝芙兰（Sephora）是最早提供Instagram购物的商店之一，该商店允许客户从Instagram应用程序购买。它与Facebook合作，每周在夏季举行的一系列现场直播购物课程。丝芙兰（Sephora Us）很早就知道，由于他们与丝芙兰中国的合作伙伴关系，社交购物将是巨大的。

中国和巴西等以移动设备为中心的国家在采用社会购物方面已经领先西欧和北美。因为在国际上吸引消费者是巨大的，所以大多数国家和平台现在都在大声疾呼。188滚球地址社交购物是社交媒体体验的一个有机，不可或缺的方面，消费者希望他们喜欢的平台为他们提供简化的购物体验。188滚球地址

Moreover, it's not only celebrities who profit from their notoriety and partnerships with big brands on social media. Millions of creators, influencers, retailers, and resellers generate income using their preferred social platform. As the competition among social media sites heats up, each platform offers creators incentives to boost their user base.

大小的企业可以使用社交贸易进行广告。现在，任何人都可以构建自己的“品牌”并直接向客户出售。小型企业和企业家可以从中获得极大的收获，因为他们将能够吸引以前无法访问的巨大受众。

发光食谱is an excellent example of this phenomenon. In April 2021, the independent beauty firm launched a TikTok shop. Glow Recipe originally made waves when its products were shared by social media influencers with millions of followers. Sales grew by 600% as a result. For its Black Friday and Cyber Monday sales, more than 80% of its traffic consisted of first-time customers.

The tide is rapidly changing. Instead of a few large retailers and brands selling to millions of people, we now have millions of individuals and small enterprises selling to one another via a vast social commerce ecosystem. As a result, large corporations will continue to face intense competition from tens of thousands of small businesses.

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Social Shopping Makes Sense

因为它是聪明的营销,mak社交购物es sense financially. Exceeding clients' expectations can lead to customer loyalty (repeat customers) and referrals (word of mouth).

Another reason why social shopping makes business sense is that it allows brands and retailers to interact with their audiences on social sites where customers spend most of their time. As a result, social shopping solutions offer a low-cost option to increase traffic and market reach. And, if used correctly, they can even increase the potential of an impulse e-purchase, a significant and primarily untapped opportunity in eCommerce.

However, the social psychology of social shopping is the most convincing reason why social commerce makes financial sense. Social media networks employ a variety of features and tools to pique people's natural urge to buy something they need and want. With the correct CTA at the right time and place, consumers can buy various products via social media without batting an eye.

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消费者社会心理学

社交购物的社交心理学在一个层面上非常简单。社会贸易利用人们从他们认识和信任的人们的专业知识和经验中学习的自然兴趣。一个人的社会情报包括在社会情况下了解和吸收其他人的信息的能力。因此，社交购物工具通过利用认知偏见来发挥作用，从而在购买时消费者如何受到其他人的影响。

根据社会心理学的说法，薄片（也称为启发式思维）在消费者中很常见。薄片是一种思维方式，依赖一些基本信息提示，经常社交以及一组基本但通常聪明的经验法则来做出直观的决定。专家们已经确定了购物者利用来处理薄薄数据的几种心理技巧。社交购物工具之所以有效，是因为它们利用这些偏见来增加购买行为的可能性。

Follow the Crowd

In making a purchasing decision, shoppers frequently observe what others are buying or have bought and take their lead from them. People intuitively see anything that is exceptionally popular or dominating as social proof that it is the best, most valid option—a classic peer power in play. Among the social shopping features that employ social evidence to encourage heuristic-thinking purchasing decisions are:

Pick List: This category covers wish lists and gift lists, which give social proof about what people want and what they deem valuable.

Popularity List：这包括从“最受欢迎”到“最显着”列表以及两者之间的所有内容，并提供大多数人购买的东西的所有内容。

分享您的故事工具: A function that allows consumers to offer human-interest testimonials or reviews.

听从领队

People’s inherent tendency to trust an expert’s or authority’s judgments, regardless of what they say, plays a huge part in social commerce. They save time and energy for users by sharing their expert knowledge and experience. Among the social shopping features that take advantage of this are:

Expert Reviews：这些是利基领导者，行业专家，有时甚至是新客户的评论。

Referral-Generating Programs：这些是来自知道他们在说什么并受到社区信任的人的推荐。

Follow Those You Like

People have a natural inclination to emulate and agree with people they like, admire, or find attractive. This builds social bonds and trust partly because it’s part of impression management, which is managing our image and identity by association. Social shopping features that employ this include:

有影响力的名单: This includes the favorite lists (brand, products, services) of influencers.

Referral Programs: These are private shopping events or live-stream portals exclusive to social members.

Group Shopping：此功能使购物者能够共同开发在线商店，并受到他们喜欢的人的影响。

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The Bottom Line

即使在大流行中，社交购物也稳步上升。随着企业的加强利基和社会营销竞选活动，在未来几年中，社交购物将成为电子商务品牌不可或缺的一部分。客户对这种购买媒体感到放松，因为社交购物以其他数字渠道无法做到的方式吸引了关键的受众。

当数字广告增长放缓时，社交购物为企业，品牌和平台提供了其他收入来源。188滚球地址零售商有机会提供新型的购物体验，创造性地与客户建立联系，并吸引有影响力的人和创作者。尽管社交购物仍处于早期阶段，但各种规模的企业必须立即利用其机会。