Almost a third of Germans have bought something via social media channels. During the Corona crisis, one in ten became a social shopper. A potential that small and medium-sized retailers should also examine.
Social commerce is on the advance, this is the conclusion of a representative study by YouGov Germany on behalf of Greven Medien, specialist in local marketing. For this purpose, between 6 and 9 November 2020, 2015 people aged 18 and over were surveyed.
The pioneer of social commerce is still in the lead: 16 percent of Germans have already shopped on Facebook, followed by WhatsApp and Instagram (12 percent each).The video portal YouTube has already been used by every tenth German for shopping, while Pinterest (3 percent), Twitter (3 percent), Snapchat (2 percent) and Tiktok (2 percent) did not yet show any significant reach in the area of e-commerce in 2020. Two thirds of Germans have never used social media shopping offers (66 percent).
Women and men prefer different platforms
When shopping via social media, there are clear gender preferences: While women shop most via Facebook (18 percent) and Instagram (13 percent), men shop more often than average via WhatsApp (14 percent) and YouTube (12 percent). Twitter (4 percent) and Snapchat (3 percent) are also suitable for online shopping among male users, while women hardly use these channels at all (the latter 1 percent each). While women prefer to shop for fashion, jewelry, accessories and cosmetics via social media, men focus on electronics, tickets, vouchers, housewares and music. This trend is also evident in online shopping in general.
Great potential for fashion, books and vouchers
The top product group is clearly fashion: 16 percent of those surveyed have already bought clothes on a social media channel. In second place are jewelry and accessories (11 percent) as well as books (11 percent) and cosmetics (11 percent), followed by tickets / admission tickets (10 percent) and vouchers (9 percent). The majority of people reject the purchase of pharmaceuticals: 66 percent of users cannot imagine buying them via social media platforms. Many users also do not want to buy the product groups of food (64 percent), travel (58 percent) and services (56 percent) as well as furniture and design objects (52 percent) via social media. Books and vouchers have the greatest potential: almost half of Germans can imagine buying books (49 percent) and vouchers (46 percent) via social media in the future.
More social shopping in the corona crisis
Even if 61 percent of Germans state that they have not changed their online shopping behavior as a result of Corona, one in three is increasingly shopping online. Triggered by Corona, men in particular made their first purchases on social media channels (5 percent compared to 2 percent for women). "The trend that local companies are using social media channels as a direct sales channel has increased significantly since Corona year 2020," says Patrick Hünemohr, managing director of Greven Medien. "They have to create new sales opportunities in order to secure their existence. And social commerce via Instagram or Facebook is significantly more cost-effective than classic commerce campaigns such as Google Shopping. That is why many small and medium-sized companies also use this opportunity," he explains. "As our current study shows, consumers are increasingly accepting offers via social media. That is why I advise every entrepreneur to examine the potential for their offers via social commerce and not to shy away from this path."