US consumer approaches to social commerce

While social commerce hasn’t yet gained the same foothold in the US as in some Asian markets, it’s steadily gaining momentum, particularly among younger demographics.

Recent eMarketer research sheds light on the latest trends and preferences of US social shoppers, providing valuable insights for brands looking to tap into this growing market.

Key findings

1. Over 60% of US social shoppers have bought something via Facebook in the past 12 months.

2. Short videos are the most noticed and most influential type of social commerce content.

3. Under 10% of US TikTok users used the app less because of its increased shopping content.

4. Most social commerce purchases are inexpensive.

5. Over 7 in 10 us social shoppers have seen shopping-related short videos on social media.

6. Nearly one-quarter of social shoppers are only transacting off-site.

7. Social shoppers buy products much more often on snapchat and reddit than on instagram.

A few considerations for brands

Invest in short-form video content

With short videos driving high engagement and conversion rates, brands should prioritize creating visually compelling and informative short-form content to capture interest and drive sales. These videos are highly effective in grabbing attention and quickly conveying key messages, making them ideal for showcasing products, demonstrating their benefits, or sharing brand stories. Short-form videos can highlight limited-time offers, promotions, or new product launches, driving a sense of urgency and prompting immediate action, ultimately boosting sales.

To maximize impact, brands should tailor their videos to the specific platform — whether it’s TikTok, Instagram Reels, or YouTube Shorts —taking advantage of each platform’s unique features and algorithms. Incorporating strong calls to action, swipe-up links, or shoppable tags can seamlessly guide consumers from interest to purchase, further driving conversions and boosting sales.

Optimize the off-site purchase experience

While US social shoppers are increasingly comfortable making immediate purchases on social platforms, about 25% only complete their transactions on external websites. These shoppers may discover products on social media but often choose to finalize their purchases on traditional e-commerce sites, valuing the trust, familiarity, and perceived security these platforms offer.

Ensuring that the journey from social media to website checkout is seamless—with fast loading times, clear product information, and a smooth purchasing process—can help reduce cart abandonment rates. By optimizing the off-site experience, there’s an opportunity to build trust with these shoppers and ultimately increase conversions and customer satisfaction.

Leverage low-cost purchases

Since social shoppers tend to favor lower-cost purchases, brands can benefit from prominently featuring affordable items in their social commerce campaigns. These campaigns, when executed well, can encourage quick purchasing decisions. Social platforms also provide an opportunity to introduce entry-level products, promote discounts, and create bundles that cater to budget-conscious shoppers, helping establish initial customer relationships.

As trust is built through these initial purchases, brands can strategically upsell or cross-sell more expensive or premium products. This approach enhances customer satisfaction and boosts average order value, turning low-cost transactions into long-term, high-value relationships.

Don’t sleep on Snapchat and Reddit

While Facebook, Instagram, and TikTok currently dominate social commerce, it's crucial not to overlook the unique potential of Snapchat and Reddit. These platforms are carving out their own space as potent channels for driving purchases, especially among younger demographics and niche communities.

Investing in Snapchat and Reddit can allow brands to reach audiences in less saturated spaces and build authentic customer connections, paving the way for future growth and expansion.

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