Social shopping rises with fashion and beauty top buys - report

By

Nigel TAYLOR

Published
Jul 25, 2024

Almost half (47%) of UK consumers now shop on social media at least once a month. And that means there’s good news for fashion as 53% of purchases are for clothing, followed by beauty and skincare (34%) and gifts (34%).

That’s the finding of research and insights firm UserTesting which surveyed 1,000 Britons about their social media use and shopping habits.

Unsurprisingly, social media shopping’s on the rise with 20% of Britons who use social media also shopping there for products at least once a week.

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Some 34% of respondents rely on social media to see how products perform in real-world scenarios, and 24% use it for purchase inspiration. 

Social media also serves multiple roles in the customer journey, with users reading product reviews (18%) and researching products (19%) on these platforms. Some 28% also find this shopping channel more convenient than other methods.

Consumers are “highly influenced” by others’ use of products on social media with a 33% of UK respondents more likely to purchase something after seeing it used by others. Livestreams are particularly impactful, with 86% of Britons who watch livestreams o this channel saying they’re more likely to buy a product showcased this way.

Although 48% of respondents characterise their social media shopping experience as “positive” with purchases meeting expectations, not far behind (44%) also felt products sold “fell short of expectations”. 

Despite this, 72% of those dissatisfied would still use it for future shopping, highlighting the importance of convenience for modern shoppers.

Unplanned purchases are also common, with 41% of social media shopping being a mix of unplanned and planned buys. Nearly a third (27%) admit to making unplanned purchases.

Small purchases of less than £39 make up 44% of related retail sales in the UK and these range between £0.78 and £39.10. Also, 31% are comfortable spending between £39.88 and £78.19, and only 2% are willing to spend more than £78.20 through social media.

Lija Hogan, Principal of Enterprise Research Strategy at UserTesting, said: “Social media serves as both a virtual shop window and a hub for social proof through user reviews and user-generated content (UGC). Brands must include social media in their customer journey planning while maintaining excellent customer experiences to retain and attract customers.”

“It's crucial for brands to manage their social media presence effectively. This includes developing a strong brand voice, implementing good customer service strategies, and understanding audience perceptions. Modern businesses cannot afford to neglect social media when interacting with customers.”