Are the French ready to shop on social networks? answers

A study on social commerce in France, conducted by the rating and software platform Capterra, shows that shopping on social networks is an evolving trend.

In 2022, 95.1% of French people aged between 16 and 64 will have a smartphone and 79.5% will have a computer, and this year they will spend 5 more minutes a day on social networks (1h46/day), according to We Are Social and. Hootsuite.

1h46/day on social networks for the French

If Facebook, TikTok, Instagram increasingly develop an e-commerce-oriented strategy, Are the French ready for “social commerce”? This takes the form if we refer to the study by capterra.fr, which conducted the survey among 998 French people on their habits of using social networks to buy products/services.

29% state that they have already bought something via social networks

27% of all respondents use their social networks daily to search for information about a company or brand, and an equal percentage of respondents say they do so at least weekly. For the French market, shopping on social networks is obviously an evolving trend, as shown by the following figures:
– 29% say they have bought something on social media before
-25% say they’ve never done it, but are interested
-45% have never shopped through this channel and are not interested.

As you might expect, Gen Z is the one with the largest potential buyers, with 43% of respondents in this age category having made a purchase through a social platform and 31% interested in doing so. 61% of Baby Boomers don’t use their social media for shopping purposes, but 17% have already tested this option, while 21% might consider it.

Facebook leads in purchases

But what are the most used platforms in social commerce? Of the respondents who have already made their purchases on social networks, 72% say they have done so on Facebook and 36% on Instagram. While the two applications of the meta group account for the bulk of the purchases made, users also use the services of TikTok (16%) or Snapchat (14%) to purchase products or services.
However, when comparing by generation, Instagram wins the support of the youngest, Generation Z: 37% say they have used this social network to shop online.

Of the consumers surveyed, 29% say they’ve made a purchase through social media before, and 52% say they completed their purchase by redirecting to the company’s external website.

Fashion and Clothing (37%)

When it comes to the purchase of services and products by shoppers on social media, four areas of spending stand out:
– Fashion and clothing (37%)
– House and interior decoration (30%)
– Well-being and cosmetics (24%)
– Travel and Leisure (24%).

What are the reasons why the French do not want to shop on these platforms?
-52% worry about the security of their data on platforms
-42% don’t want their activity tracked
-39% fear their purchase is not genuine (scam/scam)
-37% do not want to share their personal data with social networks
-31% are suspicious of malicious links they might click on.
Faced with this reluctance, however, only 46% of respondents say they partially read the terms of use of social networks, 37% do not consult them and only 16% say they have read them in full.

Shopping on the internet and social networks is attracting more and more consumers and especially the younger generations, which represents a great opportunity for companies that want to develop on the platforms.

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