Snap and Havas Media Network unveiled The Next Gen Social Commerce Playbook – a research report that explores how brands can meaningfully connect with Gen Z (aged 13 – 23) and Millennials (aged 24 – 34) in the social commerce space.
A staggering 94 per cent of social media users in India have made apparel purchases through or via social media platforms, says the study. It highlights the crucial role social media plays in the shopping journey of Indian consumers. Approximately 6 out of 10 users in India use social media to discover new products and brands while also relying on it for product reviews and recommendations.
The study revealed another significant insight, emphasizing the crucial role of virtual try-on features in boosting conversion rates, particularly in India, where 79 per cent of respondents considered this feature vital.
Mexico closely followed with a rate of 68 per cent, while the UAE matched India’s impressive 79 per cent. Interestingly, these findings hold true across various industries, including apparel, luxury, and personal care.
AR (Augmented Reality) emerges as a crucial element across all shopping verticals, notably within the luxury segment, where two-thirds of social media users acknowledge its significance. Moreover, a remarkable 85 per cent of luxury purchasers in India emphasize the crucial role of a virtual try-on feature in influencing their purchase decisions.
In India, social media plays a prominent role in facilitating personal care shoppers to express their opinions, with 69 per cent of users utilizing these platforms for this specific purpose.
A significant discovery underscores the significance of virtual try-on features in boosting conversion rates, particularly in India, where 79 per cent of respondents consider this feature crucial.
Mexico closely follows with a rate of 68 per cent, while the UAE matches India’s impressive 79 per cent. These findings remain consistent across various sectors, encompassing apparel, luxury, and personal care.
