Social 'buy' buttons encourage just 13% of consumers to spend

Rob Clapp

An overview of how social 'buy' buttons on different platforms encourage users to purchase.

Success with social commerce will require active investment and a clear strategy from marketers as consumers need more than just a 'buy' button to convince them to spend, according to data from GlobalWebIndex.

Globally, just 13% of social media users say a 'buy' button is the feature that most encourages them to make a purchase on the platform. This rises to 19% for TikTok users when referring to what will encourage them to make a purchase on the short-form video platform.

Marketers looking to succeed in social commerce shouldn't just rely on a 'buy' button; demonstrating clear value...

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