The 2024 Elusive Consumer Survey reveals a growing trend among UK shoppers: two out of ten online buyers start their product hunt on social media. However, the majority prefer to complete their orders on a retailer’s website or app, with only 7 percent finalizing purchases within social media platforms.

This shift indicates an important insight for digital marketers and e-commerce professionals. Social media remains a powerful tool for product discovery, but completing sales requires a strong, optimized website or app. Enhancing your social media presence can attract initial interest, but don’t forget to provide a seamless transition to your primary sales channels.

To leverage this trend, focus on integrating your social media campaigns with your e-commerce platform. Use targeted ads and compelling content to guide users to your website or app. Once there, ensure the checkout process is quick and secure, reducing any potential friction.

For better results, consider employing SEO strategies on your website. Optimize product descriptions, use high-quality images, and ensure fast loading times. Additionally, gather and display customer reviews to build trust and encourage conversions.

In conclusion, social media serves as a starting point for many shoppers, but your website or app should be the final destination. By understanding and adapting to these behaviors, you can better capture and convert potential customers.