Top 10 Social Commerce Stats of 2024

The landscape of social commerce continues to evolve, reshaping how businesses connect with consumers online. As we dive into the latest trends and insights, these 10 social commerce stats highlight the transformative power of social media platforms in driving sales, engaging audiences, and redefining digital marketing strategies. From the influence of creators to emerging consumer behaviors, explore the data that underscores the dynamic intersection of social media and e-commerce in the current digital age.

The following social commerce stats were highlighted in Captiv8’s recent report Influencer Marketing Across Generations: Strategies for Building Cross-Generational Trust. For further analysis and insights, download the complete report here.

1. 80% of Americans have made a purchase on a smartphone in the last 12 months.

Businesses are increasingly adapting their strategies to meet consumers where they are most active—on social media platforms accessed via mobile devices. This statistic not only emphasizes the widespread adoption of mobile shopping but also underscores the importance of seamless, mobile-optimized experiences in driving conversions and enhancing customer engagement.

Moreover, it reflects the evolving role of influencers and creators in shaping consumer preferences and behaviors on social platforms. As more consumers turn to mobile devices for shopping, influencers play a crucial role in guiding purchase decisions through authentic content and recommendations.

2. Across generations, smartphones are the device most commonly used to make eCommerce purchases.

When targeting Millennial and Gen Z consumers, brand marketers should prioritize mobile shopping experiences since they overwhelmingly prefer smartphones. For Baby Boomers and Gen X, maintaining a strong presence on both mobile and desktop platforms is essential to capture their more varied purchasing habits.

3. Over 66% of Gen Zers have made a purchase directly through social media.

Gen Z is reshaping eCommerce by integrating shopping seamlessly into their social media experiences. The prevalence of direct purchases through social media underscores the effectiveness of influencer marketing in driving purchasing decisions within this demographic. Businesses aiming to engage Gen Z effectively must prioritize their social media strategies, optimize the shopping experience across digital channels, and leverage influencers to build authentic connections and drive conversions in the evolving landscape of social commerce.

4. 60% of Gen Z consumers have made an impulse purchase on social media.

The statistic that 60% of Gen Z consumers have made an impulse purchase on social media underscores the social media’s role as a catalyst for spontaneous buying decisions. This trend reflects Gen Z’s inclination towards immediate gratification when encountering compelling content or promotions. Businesses can capitalize on this behavior by optimizing their social media strategies to create engaging, timely content that prompts impulse purchases and fosters brand loyalty among younger demographics.

5. 63% of Gen Zers who shop on social media have made a purchase on TikTok.

TikTok’s engaging content format has captivated Gen Z users, making it a fertile ground for brands to connect with customers. This statistic underscores the importance for businesses to integrate TikTok into their social commerce strategies. By doing so, they can leverage its viral potential and community-driven approach to drive sales.

6. Half of Gen Z and Millennial respondents have purchased a product after seeing it in a haul or GRWM video.

Hauls and GRWMs content formats have shown significant influence on consumer purchasing decisions, especially among younger generations. These types of videos are highly engaging and personal, offering viewers authentic insights into product usage and recommendations. Notably, these findings are not unique just to younger audiences, as 1 in 3 survey respondents, including Gen Xers and Baby Boomers also reported having made a purchase after seeing it in a haul or GRWM video.

7. 50% of Millennials indicated that they would not trust an advertisement if there was a lack of clear information about the brand or product.

Millennials have proven to place a significantly large emphasis on information and reviews before making a purchasing decision. 50% of Millennials do not trust ads where there is a lack of clear information about the brand or product. This generation does its research on products and needs concise information and supportive reviews before trusting a brand or product.

8. Over 50% of Millennials would make a repeat purchase from a brand as a result of a reward program or loyalty points.

To resonate with Millennials, consider partnering with creators to provide discount codes and to promote your brand’s reward programs. In doing so, you will be able to drive repeat purchases and further build both trust and brand loyalty.

9. 1 in 2 Gen Xers stated the most important factor when buying from a social media ad is that the price point of the product is reasonable and fits their budget.

To better market to Gen X, consider their psychology around life events. Having been adults through hardships that include the early 2000s recession, this generation has grown price sensitive and is less likely to make impulse purchases. In fact, just over ⅓ of all Gen X respondents indicated that they have ever made an impulse buy on social media. To reach Gen X, build effective pricing strategies and don’t rely on impulse buys.

10. 1 in 2 Baby Boomers stated that a lack of clear information about the brand or person promoting a product makes them less likely to trust the advertisement.

Given the emphasis Baby Boomers have on wanting clear information, it is imperative to have alignment with creator partners on messaging strategy. In doing so, this will help to ensure key information is provided to build trust and credibility. Collaborate with influencers to create educational content that provides detailed information about your product/service.

Why Choose Captiv8 for Your Social Commerce Strategy?

These social commerce stats highlight the evolving landscape of eCommerce. With this comes the demand for robust tools and strategic insights to succeed. Captiv8 offers a solution-driven approach with its comprehensive platform capabilities, empowering businesses to scale their commerce efforts seamlessly. By harnessing data-driven analytics and real-time reporting, Captiv8 enables optimized campaign performance, ensuring businesses can adapt and thrive. Discover our commerce solutions including our recently launched Branded Storefronts. Interested in learning more? Take a platform tour today!