TREND 2:

Product Discovery & Stock Management

As digital engagement rises, consumers are increasingly using social media to discover products,

though purchasing behaviors vary based on demographic and platform. Brands and retailers who already have a strong digital and social presence stand to benefit from these changing consumer behaviors. Those who do not may see a different story.

48% of Consumers Move from Scrolling to Shopping

Social platforms prove their power as shopping catalysts, driving nearly half of consumers from discovery to action.

Social Commerce Surges with Young Shoppers: 79% Cart Rate

Consumers aged 18-34 transform social discovery into purchasing action, with 8 in 10 adding products to cart and 48% following through to purchase.

Social Media Influence

When asked which platforms are best at showing them products they're interested in, consumers selected multiple social media channels, with Facebook and YouTube each chosen by 42% of respondents. Instagram (28%) and TikTok (21%) follow as key product discovery platforms.

Generational Divide: 18-34 Year Olds

For 18-34 year olds, the impact is even stronger: YouTube leads at 66%, followed by Instagram (57%) and Facebook (56%), with only 6% of this age group reporting no social media product discovery, compared to 30% overall.

Out-of-Stock Response: Online vs. In-Store

The online shopping journey enables more research options: while 30% of online shoppers switch brands when items are out of stock, 27% check other online stores. Even in-store shoppers are going digital, with 19% checking their phones for alternatives before switching brands (46%) – highlighting how digital research is becoming part of the in-store experience.

Research-Driven Purchasing

42% of consumers conduct additional research before purchasing, signaling the need for transparent product information.

Methodology: SmartCommerce conducted a quantitative survey between August 14-15, 2024 with a national sample and collected 600 responses (n=600). Respondents were required to be between the ages of 18-99. The respondents identified as 389 women and 211 men. Fifty-percent of respondents live in suburban areas, while 25% live in rural areas, and 25% live in urban areas. Responses were collected via a polling software that offers non-cash incentives to survey participants.

Want to know more? Want to add questions for our next survey? Contact us at sales@smartcommerce.com.