Encouraged by the success of APAC-based apps like WeChat, several of the world’s leading social networks are rushing to integrate online commerce options into their networks in order to open up lucrative new sources of revenue.

The reasons behind this are not difficult to uncover: a third of social networkers identify “researching products” as a key motivation for using social media while, last month, a quarter of Facebook’s active users say they researched a product via the site. What’s more, social networkers are enthusiastic online shoppers. As today’s Chart of the Day shows, two thirds of Facebookers are shopping online, as are 7 in 10 Instagrammers and three quarters of Snapchatters.

To date, though, the idea of a “buy” button is yet to appeal to most networkers; just 1 in 10 active users on most services say that such a feature would increase their likelihood of buying something online.

Clearly, networkers might be comfortable using social platforms for part of the purchase journey but persuading them to complete their transactions via social media remains a challenge.

To find out more about the current state of online commerce, download a summary of our new GWI Commerce Q2 2015 report here or get the full report here.


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.

You’ve read our blog, now see our platform

Every business has questions about its audiences, GWI has answers. Powered by consistent, global research, our platform is an on-demand window into their world.