More consumers prefer to shop for beauty, fashion and homeware on social media

Anne Freer | February 28, 2022

App Business



With the growing popularity of social media platforms, more and more retailers and brands have been harnessing these app’s advertising and mCommerce potential to reach new customers. 

According to new research from Bazaarvoice’s Influenster community, 91% of consumers prefer to shop for beauty products on social media compared to 44% still shopping in-store. 

76% said they were ‘very influenced’ to shop via social media, and 73% actively shop the likes of Instagram, Facebook, TikTok and Pinterest.

And only shopping features such as live shopping events, or virtual AR ‘try-on’ or ‘try-out’ experiences make the experience more engaging than ever before. 

However, a growing number of consumers are now also shopping for clothes and homewares on social apps, while necessities like food and beverages are still large store-focused purchases. 

“The beauty industry has a real advantage when it comes to social commerce, as social media has long been a place for consumers to share beauty tips, recommendations and advice with their community of followers. There is a notable cross-over between the demographic of shoppers looking to purchase beauty products and those who use social media, and so it’s almost inevitable that this consumer group will want to share their experiences with others on social media,” said Ed Hill, SVP EMEA, Bazaarvoice. 

“Indeed, platforms like TikTok have ushered in a new era in the way consumers consume content and this is only set to continue to grow, with our research finding a third of consumers now shop from social video content. This, coupled with new capabilities like Instagram’s live shopping feature or Pinterest’s AR makeup try-on technology, means consumers can receive a fulfilled shopping experience from the palm of their hand – and most importantly, they can share those experiences with others.”

Part of what’s driving the shift to purchase on social are micro-influencers and although branded ads have their place, just 28% make purchases from banner ads. A growing number of consumers are trusting influencers to recommend products they like.

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