Did you know that two in ten online shoppers in the United Kingdom start their search for products on social media? Surprisingly, only 7 percent actually finalize their orders through this channel. The majority of shoppers end up completing their purchase on a retailer’s website or app.
These fascinating statistics are from the 2024 Elusive Consumer Survey conducted by Capterra in April this year. The survey included 499 UK citizens over the age of 18.
Where Do Consumers Start Their Search?
According to the report, a whopping 75% of consumers kick off their online product search on search engines. Retailer websites and apps are also popular starting points, with 55 percent of shoppers utilizing them. Interestingly, these platforms are also where most orders are finalized.
Most Popular Social Media Platforms
Although social media isn’t the primary shopping channel, many consumers turn to these platforms for shopping inspiration. Instagram tops the list at 69 percent, followed by Facebook at 54 percent and TikTok at 50 percent.
“46% of shoppers use social media to find small or local brands”
Many shoppers use social media to discover products they like (73 percent), find discounts (61 percent), explore new brands (58 percent), and support small or local businesses (46 percent). This emphasizes the importance of social media marketing for brands to connect with their target audience.
