Despite the hype, most US consumers won’t make a purchase via social media in 2021. Discovery and consideration, rather than direct transactions within social apps, will remain key opportunities for brands next year.
“The major social platforms worked hard in 2020 to make social checkout happen,” said Jasmine Enberg, eMarketer senior analyst at Insider Intelligence. “While there was already plenty of commerce-related activity on social media before 2020, it was mostly upper-funnel.
We don’t expect most users to check out on social in 2021, at least not regularly. In our June 2020 “Facebook Flash Survey” conducted by Bizrate Insights, only 18.7% of US social buyers said they paid for their most recent social purchase directly through a social app’s checkout process versus 57.8% who completed the transaction on the retailer’s website. Those figures likely won’t change next year without the pandemic-related conditions that spurred much of the growth to begin with.