What you need to know

The way consumers are shopping online continues to evolve – and social commerce will play a larger role moving forward. As consumers shop more online due to the COVID-19 pandemic, brands and retailers have the opportunity to drive awareness, engagement, and purchases through social channels. The continued adoption of social commerce will streamline the shopping process as consumers can complete their journey without ever having to leave the platforms.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the ecommerce market

  • Increased focus on value due to the recession

  • How consumers are using their social media platforms during the shopping process

  • What’s needed to drive consumers to purchase through social channels

Definition

For the purposes of this Report, Mintel has used the following definitions:

Social commerce (also referred to as shoppable posts) refers to brands and retailers selling products and services directly through social media platforms, giving consumers the ability to purchase without having to leave a platform (eg being redirected to website or another app). Social media platforms included in this report are: YouTube, Pinterest, Instagram, Facebook, Snapchat, Twitter and TikTok.

COVID-19: Market context

The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, President Trump declared a national emergency in the US. 

Across the US, state-level stay-at-home orders rolled out throughout the months of March and April remaining in place through May, and in some cases June. During this time, referred to as lockdown, non-essential businesses and school districts across the nation closed or shifted to remote operations. Social media networks saw increased usage during lockdown, consumers stayed at home and events and other forms of entertainment were limited.

During re-emergence, all 50 states have relaxed stay-at-home orders and allowed businesses to operate with varying levels of social distancing measures in place. The continued spread of COVID-19 infections has driven some states to slow down or reverse course on reopening plans. During this time, social platforms and brands continue to adopt social commerce capabilities to extend their ecommerce offering and create a more seamless shopping experience.

Mintel anticipates the US will remain in a state of flux through 2021, until a vaccine is available.

Consumer research for this Report was fielded in June 2020 and reflects consumers’ attitudes and behaviors during the COVID-19 pandemic as restrictions on movement began to ease and businesses began to report across the US. The report was written September-October 2020.

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