Social Commerce is booming, with 67% of South Africans reporting increased social media usage. Platforms like Instagram, Facebook, and TikTok are becoming essential shopping destinations, blending retail with entertainment.
To thrive in this space, brands need to integrate seamlessly into social feeds, offering engaging content, personalised recommendations, and frictionless purchasing experiences. Social Commerce is no longer just a trend—it’s the future of retail.
The Convergence of Social Media and Retail
Social commerce is transforming the way South Africans shop, blending entertainment, social interaction, and retail into a seamless experience. Insights from YouGov Profiles reveal how social media platforms have become powerful tools for driving purchases, building trust, and shaping modern consumer behaviour. This blog explores these trends in more detail.
The Role of User Engagement in Driving Social Commerce Success
User engagement is a cornerstone of Social Commerce success. According to YouGov Profiles, 62% of South Africans agree that social media comments on ads and promotions increase visibility and drive sales.
When users interact with posts, they amplify the reach of a brand’s message. Brands can encourage this by creating content that sparks genuine conversations, using interactive polls, questions, and calls to action. Engaging responses to comments also foster a sense of community and trust.
Engagement vs. Ads: Why Social Media Wins in Social Commerce
Social media ads outperform traditional advertising formats, with 56% of South Africans agreeing that they prefer engaging with advertisements on social platforms over traditional websites. This preference stems from the interactive nature of social media ads, which often incorporate videos, animations, and immersive formats, also allowing consumers the opportunity to directly interact with the brand, creating a relevant and meaningful connection. Brands should prioritise creating visually dynamic, engaging advertisements tailored to each platform to maximise impact.
The Intersection of News, Entertainment, and Shopping on Social Media
Social media’s blend of news, entertainment, and shopping drives consumer engagement. YouGov Profiles reports that 75% of South Africans agree that this mix enhances product discovery.
Brands can leverage this by creating content that integrates seamlessly with trending topics, entertainment, or news. For example, tying product promotions to viral challenges or popular news stories can increase visibility and relevance.
How Social Media Scrolling Fuels Impulse Purchases
Aimless scrolling plays a significant role in Social Commerce, with 36% of South Africans using social media primarily for entertainment and 68% admitting to scrolling without specific intent.
This behaviour exposes consumers to brands and products they might not have actively searched for. To capitalise on this, brands should focus on eye-catching content that stops the scroll, such as bold visuals, compelling headlines, and time-sensitive offers.
Influencer Marketing and Its Role in Social Commerce
Influencers hold considerable sway over purchasing decisions, with 46% of South Africans trusting products recommended by influencers. This trust translates into action, as influencer-led campaigns often drive significant engagement and conversions.
Brands should prioritise collaborations with influencers whose values align with their own. Whether through micro-influencers with niche audiences or larger celebrity endorsements, authenticity is key to building trust and driving purchases.
The Power of Social Media in Driving Purchases
Social media directly influences purchases, with 42% of South Africans reporting they’ve bought products based on these promotions. Discounts, promo codes, and exclusive deals create urgency and encourage immediate action.
Brands can optimise their campaigns by integrating “Shop Now” buttons, streamlining the purchase journey, and highlighting limited-time offers to drive conversions.
Creating Shareable Moments: The Key to Success in Social Commerce
Social media thrives on shareable content, with 56% of South Africans seeking experiences they can showcase online. This behaviour highlights the importance of creating visually appealing, memorable content that users want to share with their followers.
Brands can encourage this by hosting interactive campaigns, offering unique experiences, or creating hashtags that inspire user-generated content. These strategies not only amplify brand reach but also build authenticity for the brand.
From Content to Cart: How Social Media is Shaping Modern Retail
For 40% of South Africans, social media serves as a hub for finding and sharing product information. This behaviour underscores the importance of maintaining a strong presence across platforms to drive product discovery.
Shoppable posts, tagged products, and influencer partnerships make it easier for users to move from browsing to purchasing. Ensuring that content aligns with consumer interests and trends can significantly boost sales.
Conclusion: Social Media’s Impact on Modern Retail
Social Commerce is reshaping how South Africans discover and buy products, driven by scrolling habits, influencer recommendations, and engaging content. With insights from YouGov Profiles, it’s clear that brands must adapt their strategies to stay relevant in this evolving retail landscape.
By creating interactive, shareable, and authentic content, brands can connect with consumers in meaningful ways, building trust and driving conversions in the age of Social Commerce.
Methodology:
Profiles: Segmentation and media planning tool. YouGov Profiles makes it simple to find and understand the audience that matters most to you. With data collected daily, it gives you the power to build and customise a portrait of your consumers’ entire world with unrivalled granularity. Dataset: 2024-12-29
Nationally representative sample of South African adults, aged 18+, with access to the internet
n ~ 4879
