Social e-commerce is gaining popularity in the United States, with young people dominating Facebook and TikTok consumption

It is learned that on December 12, according to foreign media reports, social e-commerce shopping has gradually become a popular trend in the United States, especially among young consumers.

According to a GoDaddy survey of 1,500 American consumers, more than one-fifth of the respondents shop on social media platforms at least once a week, with Facebook being the most popular platform. The survey also revealed the popular categories of goods purchased on social media platforms. Among the respondents, 37% chose fashion clothing, 22% chose food, and 10% chose electronics, which have become the main driving force behind the social e-commerce boom.

Millennials are the main force driving the trend of social commerce, with 52% of millennial respondents saying they have shopped on Facebook in the past three months. Gen X and Baby Boomers followed closely behind at 35% and Gen Z at 31%. It is worth noting that Gen Z consumers are more enthusiastic about TikTok. 52% of Gen Z respondents said they had shopped on TikTok in the past three months, compared to 37% of millennials and only 12% of Gen X and Baby Boomers.

Instagram is another popular social media shopping platform for Gen Z and Millennials, with 44% and 39% of respondents, respectively, using the platform to shop in the past three months, compared to just 12% for Gen X and Baby Boomers.

The frequency of shopping on social media platforms by Generation Z and Millennials is also significantly higher than that of other age groups. More than half of Generation Z (62%) and Millennial (56%) respondents shop at least once a month, and 21% even shop multiple times a week. However, this high-frequency consumption is more likely to be driven by impulse. Only 9% of Generation Z and 12% of Millennial respondents said that their purchases on social media platforms were planned in advance. In terms of the amount of consumption, 44% of Generation Z and 38% of Millennials said they usually do not spend more than $50.

Despite the rising popularity of social e-commerce, there are still significant obstacles. The survey shows that 47% of respondents' doubts about the legitimacy of merchants are one of the main reasons affecting their shopping decisions. Transportation issues have also become another important obstacle. 46% of Generation Z and 47% of millennial respondents said that high transportation costs or long transportation waiting times would make them give up purchasing goods through social media platforms.

Author ✎Rayna/

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