Consumer Interest In Social Commerce Sinks, But Brands Advised to Persevere

As social media platforms pilot new commerce features, consumer interest in using them has declined.  

Fewer consumers reported turning to social media for inspiration, research, or to make a purchase in 2023 vs. 2021, according to Gartner, which highlighted the platforms’ lack of live chat, Q&A, and personalization functionality as key challenges when compared with brand websites.  

Only 5% of consumers said they purchased from their personal social media feeds in 2023, down 5 percentage points, and just 7% said they purchased from a brand’s social page, down 4 percentage points. 

What’s more, a mere 8% reported getting inspiration from their personal social media feeds in 2023, a decrease of 8 percentage points from 2021.

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