In 2019, social properties finally started making measurable gains in social commerce. Instagram led the way with several new shopping features, including Checkout, that make it easier for consumers to go from inspiration to purchase.
Now, there’s evidence to suggest a real uptick in adoption.
According to Civic Science’s trend adoption tracker, the percentage of internet users who had bought a product directly through social media channels grew each quarter between Q4 2018 and Q3 2019, rising from 13 to 21 percent. The biggest jump came in Q2, shortly after the launch of Instagram Checkout.
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