Scrolli Tiktok, see a mascara recommended by a beauty influencer and even before you have already ordered it. Instagram suggests you an emerging hyper-cool brand? It is love at the first click. Welcome to the era of social shoppingwhere the border between entertainment and purchase becomes more and more subtle.
A radical change that has transformed social media into real digital windows, capable of launching trends and multiplying opportunities for small brands and entrepreneurs. Marketing understood it: just a right post or a well -orchestrated live to conquer the public and fill the virtual trolleys.
Social shopping grows
The phenomenon is also booming in Italy: second Research and Marketsthe value of the social commerce market has reached the 4.36 billion dollars in 2023and it is expected that it will come to 23.21 billion by 2029with an annual growth rate of more than 30%. To tow this surge they are above all Gen Z and Millennialsshowing a marked propensity for purchases away Instagram and Tiktok.
Data Statesman In hand, the youngest are the youngest: Gen Z and Millennials show a strong propensity for purchases on Instagram, while Facebook is confirmed as the platform most used by Gen X and Baby Boomers, a choice of 50% and 51% of users respectively in this range in the second quarter of 2023.
But they are not the only ones: in the second quarter of 2023, the 50% of the users of the gen x and the 51% of baby boomers Italians have made at least one purchase through Facebookconfirming a progressive generational transversality of social shopping.
What can be bought (and who buys it)
The most purchased items through social networks? To dominate are aBike and accessories (quick fashion, independent brands, capsule collection), Beauty products and skincare (driven by video tutorials and authentic reviews), tEcnology and gadget (especially among young people), but also Animal productssurprisingly strong among the boomers, Home Decor and home articlesgrowing between Millennials and Gen X. Among the emerging categories also thesports equipment (in particular treadmill, indoor cycling, weights and yoga accessories).
Second statesman, about the 49% of young people between 18 and 34 years old he said he had purchased through social networks in the last year, against 30% of the 35-54 band and the 16% of over 55. The statistics confirm that the propensity for online shopping is particularly high among young people, with percentages that reach 80% in the age group 16-24 years and 79% in the 25-54 year. Numbers that confirm how social commerce is not only a passing fashion, but a structural change in purchasing behavior.
The rules for a safe social shopping
Between inspiration and impulse it is easy to fall into scams and scams. Because of this Klarna – The network of payments and shopping based on artificial intelligence – to help consumers to orient themselves among the new digital showcases in total safety has developed some tips to buy safely also on TikTok Shop, Instagram or Facebook Marketplace.
“Buying online through social networks is exciting, a journey between unique ideas and pieces,” explains Karoline Bliemetgger, Financial Expert and Product Manager of Klarna – But it is essential to be informed and aware to avoid disappointments or scams “. Here are the 5 essential tips by Klarna’s experts for a safe social shopping and without surprises.
Some sellers operate in dropshipping, sending products directly from third parties. This may mean long delivery times, extra customs costs and articles other than those shown online. Signals to keep an eye on: vague shipping times, too generic descriptions, stock images. Always better read the reviews carefully and check that the brand also exists outside of social media.
A minute is enough to check if a brand is reliable: reviews on Trustpilot, a well -kept website, an active and authentic social presence. Few follows, grammatical errors or disabled comments are alarm bells not to be ignored.
Avoid direct bank transfers. Better to rely on payment methods that guarantee protection, such as Klarna: you can pay in three installments without interest, starting with only one third of the amount and completing the payment after receiving and checking the product.
A reliable seller makes it easy to find information on return and reimbursements. If the policies are unclear or hidden, it is better to be careful.
Raised prices on luxury or super trend articles by little -known sellers? It is probably a trap. Always compare prices on multiple platforms before clicking on “Buy now”.
Source: Vanity Fair
I’m Susan Karen, a professional writer and editor at World Stock Market. I specialize in Entertainment news, writing stories that keep readers informed on all the latest developments in the industry. With over five years of experience in creating engaging content and copywriting for various media outlets, I have grown to become an invaluable asset to any team.
