Social Commerce

With its increased investment in Instagram Stories, Benefit plans to focus on both organic and paid content in 2019. And rising usage in swipe-up behavior—when a user swipes up on stories content and is taken to a landing page on the brand's website—is opening the door to new opportunities.
12/3/2018by Lucy Koch
Social media is hardly synonymous with shopping, but that hasn't stopped social platforms from positioning themselves as pseudo-retailers.
10/12/2018by Krista Garcia
When the first wave of social commerce arrived—mostly reproducing ecommerce catalogs on Facebook—critics predicted it would fail because users didn't want to shop where they socialized. More than half a decade later, most social media users still don't turn to social platforms to make direct buys. Now it's all about influence, social ads and a multi-channel path to purchase.
9/18/2018by Krista Garcia
A new study finds that social media users who have been swayed to make a purchase based on a stranger's recommendation were most likely to buy products like clothing, electronics or beauty items.
8/1/2018by Krista Garcia
Social commerce has never jelled, but marketers haven't given up on trying to sell goods and services to social media users. The latest push: Instagram and Snapchat are trying to make shopping in Stories a thing.
6/14/2018by Krista Garcia
The social network is rolling out new features to entice users to buy through its platform. For now, payments are limited to things like booking appointments at salons or restaurants, but that could change.
5/4/2018by Krista Garcia
Social platforms can be discovery vehicles, but getting an individual to click on an ad—and ultimately purchase something right from it—isn't easy.
4/10/2018by Jennifer King
Marketers are still using social media to influence purchase decisions and drive sales, but getting consumers to actually complete a purchase while on a social property has proven to be exceptionally difficult–and is no longer a top priority for most. In the latest episode of eMarketer’s “Behind the Numbers,” we dig into Snapchat’s evolving approach to ecommerce, and how it might differ from previous attempts.
3/23/2018by eMarketer Editors
A millennial-focused Cowen and Company survey, conducted in December 2017, shed light on the current state of social commerce. All social platforms have influence on purchase behavior, and—no surprise—more so among younger users.
3/8/2018by Krista Garcia
In the latest episode of "Behind the Numbers," eMarketer's Krista Garcia and Yory Wurmser discuss the ways that ecommerce and social media intersect--and don't intersect--and how the definition and promise of social commerce are changing.
1/3/2018by eMarketer Editors