Snapchat has released a new report that shows the emerging shopping trends of American consumers and how new technologies, such as social connectivity and augmented reality, are increasingly influencing their shopping behaviors.
The 26 page report, conducted in association with Foresight Factory, incorporates the responses of 2,506 respondents residing in the United States, and shows how the evolution and adaptation of American consumers to electronic commerce in the middle of the pandemic has been data that could be extrapolated to European consumers.
Shopping online have not been satisfactory in the purchase of certain products
First, Snapchat looks at the rise of e-commerce and the most prominent restrictive elements that remain with purchases online.
As can be seen from the image, a significant number of buyers have found serious difficulties in trying and buying certain products in a way onlineClothes or cosmetics stand out, suggesting a future resurgence of physical purchases when markets recover from the consequences of the pandemic.
But that is not all; While many people are looking forward to getting out of their homes (in regions where lockdowns are more restrictive) and back to stores, the e-commerce boom is expected to continue. Consumers would now look for more ways to take advantage of their online shopping experiences.
Augmented reality: the future of e-commerce
One of the most important elements for Snapchat on this front is the augmented reality; this and new tools that allow people to try on clothes and makeup virtually could contribute to such an evolution of e-commerce.
In fact, according to the report, many people who use augmented reality tools have found them beneficial for the purchase process, existing 62% of these buyers who claim to have bought something after using this technology.
This is an element of great importance on which Snapchat is seeking to cement its way in the world of electronic commerce, through the development of their own wearables augmented reality and the advancement of digital product testing tools that can help businesses expand their e-commerce options.
–
Snapchat is also looking to take these tools to the next level with digital apparel, including well-known brand collections that users can add to their avatar avatars. Bitmoji in the app.
Something that, over time, may turn into another e-commerce trend, according to the following graph:
It is interesting to highlight here the connection between digital goods and real-world items, existing people who show interest in obtaining discounts on physical items after making purchases in-app. In addition to providing virtual clothing collections, Snapchat is also looking options for create custom items in the app that can then be bought in the real world.
Social networks are increasingly important for physical and electronic commerce
The report also looks at the roles social media apps now play in the modern shopping process, and how Snapchat users, in particular, trust the app for product discovery and evaluation.
As you can see in the picture, an increasing number of consumers now use their mobile device as a complement to their purchase process in physical stores, while many also seek to share the same with friends, increasing the potential for exposure. Additionally, Snapchat users, in particular, are more likely to lean on the app for more product information.
These are the main insights from the modern consumer journey report, and while many of these findings are to be expected, they are worth noting. the gradual shift to new means of product discovery and how users interact with branded content in these applications.
The report recommends that brands keep up with these trends by offering advanced connectivity tools via augmented reality and virtual elements to help showcase their products, as well as that facilitate shareable brand experiences online, promoting the potential to share.
–
