Episerver: Reimagining eCommerce for 2020

Episerver has released a new report, "Reimagining E-Commerce 2020". Both the increase in mobile phone usage and consumer interaction with social media have had a significant impact on purchasing habits. Since 2019, the percentage of consumers who purchased directly from social media ads has increased by 10 percentage points, from 21% to 31%.

Product posts from influencers are an increasingly common form of social media advertising, and the influence these posts have on U.S. consumer purchasing habits varies. When asked how they respond to influencers’ product posts, the largest proportion of respondents (26%) reported that they have clicked on an influencer’s post but never made a direct purchase as a result of the click. One in five respondents (21%) have interacted with an influencer’s product post and purchased directly from it, while another 16% said they did not click on an influencer’s product post but ended up buying the product because of the influencer’s endorsement. In other words, more than a third of respondents attributed their purchase of a product to an influencer’s post.

As expected, the results vary widely by age. Globally, about a quarter of Gen Z (24%) and Millennial (25%) respondents have purchased a product directly from an influencer’s post, compared to just 8% of Baby Boomers. In fact, 49% of Baby Boomers (ages 54-72) surveyed do not follow any influencers on social media.

Nine in 10 Baby Boomers (91%) say they shop online from their couch. In contrast, younger shoppers like Gen Z (78%) and Millennials (81%) are less likely to do so than Baby Boomers, likely due to their increasing adoption of mobile devices like smartphones and tablets.

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