Over half of US adults show interest in shoppable commerce -survey

A recent survey conducted by Bizrate Insights, as part of an Insider Intelligence study, reveals that over half (52%) of US adults have either used or expressed interest in shoppable commerce. Shoppable commerce refers to the practice of purchasing a product by clicking a link directly within or next to a video, and it is gaining traction among consumers. The majority of those who have engaged with shoppable commerce identify as male (23%), and the age group most inclined to embrace this trend falls between 18 and 34 (31%).

As shoppable commerce continues to make its mark, social media platforms like TikTok are positioning themselves to benefit from this growing trend. Gen Z, in particular, is known to spend a substantial amount of time on TikTok, averaging nearly 1 hour and 19 minutes of daily usage. With its immense user base and active engagement, TikTok is well-positioned to become a prominent player in the realm of shoppable commerce.

TikTok has taken steps to explore the potential of shoppable commerce through its TikTok Shop feature. However, it has encountered challenges along the way, including slow adoption by merchants and relatively modest sales figures. These hurdles have contributed to TikTok’s anticipated loss of over $500 million in the US this year. Despite the initial challenges, the platform remains committed to making shoppable commerce a core part of its offering.

The concept of shoppable commerce is not limited to social media platforms alone. The trend is also gaining momentum on connected TVs, thanks to various retail media partnerships. 

These developments are hardly surprising, given the rapid expansion of the social commerce industry. In a noteworthy shift in the American e-commerce scene, the annual social commerce sales per buyer are expected to undergo substantial growth. According to another forecast by Insider Intelligence, these figures are predicted to nearly double.