Griffin Thomas, Product Marketing Manager, Outbound | April 23, 2021

21 Social Commerce Stats That Will Improve Your 2021 Marketing Strategy

Over the last year, the customer shopping journey evolved to include a larger reliance on social commerce — the practice of building online relationships and selling directly through social media — as a channel for finding new products and inspiration. Social platforms like Instagram, TikTok, and Pinterest have heavily invested in technology enhancements to engage users and capture sales within consumers’ natural virtual habitats. 

Recent catalysts like improved conversion tools and, of course, a pandemic-related inability to shop in-person, have resulted in improved sales capture rates and increased customer comfort levels with social shopping and integrated social e-commerce. Now, with 72% of younger generations preferring digital interactions with businesses over more traditional methods, the importance of building social commerce into your marketing strategy is indisputable.

Social Commerce Is Evolving

Industry trends, statistics, and forecasts can — and should — shape your 2021 marketing strategy. Capitalize on this year’s unique opportunities by employing tactics tailored to the following social e-commerce trends and data.

Note: when we refer to a “Socially-Engaged Shopper,” we’re talking about a shopper who follows influencers or engages in online conversations with brand(s) or retailer(s).

Using Trends to Construct a Social Commerce Strategy

Does Platform Matter?

Where Will Social Commerce Go in 2021?

  • Social commerce sales in the United States are expected to rise to $36.09 billion this year, an increase of 34.8%. Regular industry growth combined with e-commerce trends and pandemic-related changes to shopping norms results in a positive outlook for social commerce in 2021.
  • After increasing 25.2% in 2020, the number of social commerce buyers in the US will grow another 12.9% in 2021. Consumers are more comfortable with online shopping and brand, retailer, and influencer interactions, and will purchase via social channels more frequently this year.
  • 42% of surveyed brands plan to sell directly through social media sites, compared to 30% in 2020. As consumers become more comfortable engaging with brands through social channels, more businesses are taking advantage of convenient sales opportunities.
  • Consumers will engage in digital customer service interactions 40% more in 2021, according to a Forrester report. A larger number of social commerce interactions also means that consumers will jump into brands’ digital inboxes to solve problems.
  • In 2021, 91.9% of U.S. marketers in companies with more than 100 employees were expected to use social media for marketing purposes. This is expected to rise to 92.1% by 2022. This is a 6% increase since 2013; social commerce is the new gold rush, with opportunities attracting industry professionals in droves.

Ready to join the social commerce revolution? Download a free copy of our Embracing Social Commerce Report today.

Griffin Thomas, Product Marketing Manager, Outbound