More than 70% of American consumers browse social media platforms every week, and trust and security become obstacles to shopping

It is learned that according to foreign media reports, according to the latest survey by AfterShip and Ipsos, although 76% of American consumers browse social commerce platforms to find products, they ultimately prefer to buy through retailers' websites, mainly due to concerns about the trust and security of social platforms.

The survey found that 79% of Americans use social media every week, of which 63% believe that social commerce platforms are an ideal channel for inspiration and creativity, and more than half have purchased goods on such platforms in the past. However, 52% of people said they do not trust platforms such as TikTok Shop and Instagram Shopping, and pointed out that if they make people feel more trustworthy (44%) and safe (28%), they will use social e-commerce platforms.

Image source: AfterShip

Despite some trust issues overall, young consumers are embracing social e-commerce. Data shows that 34% of people aged 18 to 34 shop on social media platforms every week, of which 65% said they might continue to shop on such platforms in the future, while only 15% said they would not do so. For people aged 35 to 54, the possibility of continuing to shop on social media platforms is 49%, while for people aged 55 and above, the possibility is only 14%.

The survey also found that in terms of overall online shopping, consumers’ purchasing decisions are mainly driven by sales and promotions (87%), followed by other customers’ comments (78%). In addition, 38% of consumers are attracted by brand social content, 34% are interested in live shopping videos, and 31% are influenced by recommendations from influencers.

Author ✎ Rayna/

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