This just in: A comprehensive study by the National Research Group titled “Snapchat E-Commerce Attitudes and Behaviors Across the Purchase Journey” has revealed that Snapchat stands out as a leading social shopping platform in EMEA regions.
Highlighting the unique ecommerce behaviors and preferences of Snapchat users, the study is the result of an online survey conducted in April 2024 tapping into a base of 18-55-year-old consumers who use at least one major social platform a minimum of once a week. The survey also included additional qualifications around user engagement in at least two of these four ecommerce verticals: apparel, beauty, specialty, and home goods.
At a high level and based on the latest data, the report confirms that:
Snapchatters love to shop, and spend more than their counterparts on other platforms.
For most Snapchatters, the shopping journey starts on social channels.
Snapchatters learn about new products and businesses from social ads more than non-Snapchatters (85% vs 63%).
Snapchatters thrive on being a source of influence in their personal networks across the entire shopping journey, from discovery to connection.
Snapchatters see the things they buy as a direct reflection of who they are (87% of Snapchatters agree “My personal style and preferences are an important part of my self-expression,” vs 72% of non-Snapchatters).
Of course, the proof is in the pudding — so let’s take a more in-depth look at the report’s specific findings.
Snapchatters Love to Shop
Looking to connect with eager consumers? Snapchat boasts a user base that is uniquely passionate about shopping, with surprisingly hardy resources to support their interest. According to the study, the vast majority of Snapchatters express a love for the activity, and are inclined to spend freely on the things they’re passionate about.
87% of Snapchatters say “I love to shop,” versus 77% of non-Snapchatters
71% consider shopping to be a primary hobby, versus 54%.
74% report that when they like something, they buy it, versus 58%.
85% are comfortable making large purchases online, versus 83%.
Precisely because of those numbers, Snapchat social commerce is specifically designed to tap into Snapchatters’ widespread enthusiasm — especially Snapchat AR shopping — using Snapchat shopping ads, reporting tools, and other supportive resources.
Discovery Habits vs Other Platforms
Snapchatters are highly active in discovering new trends and products through social channels, making yet another case for Snapchat ads for ecommerce. The study provides compelling statistics:
84% of Snapchatters report learning about new trends and products through social channels, versus 54% of non-Snapchatters.
85% state that they discover new products or brands from social ads and content, versus 63%.
82% get a lot of ideas on what to shop for from social channels, versus 54%.
Snapchatters Recommend More Than Other Platforms’ Users
Snapchat users are not just passive shoppers—they actively recommend products to their networks, creating a cycle of trust among the Snapchat community that in turn fosters a perpetually vibrant Snapchat ecommerce environment. The study reveals that:
71% of Snapchatters often seek recommendations from friends and family before making online purchases, compared to 42% on other platforms.
84% of Snapchatters are more likely to try brands they discover through friends and family, versus 62% on other platforms.
84% of Snapchatters frequently suggest brands, products, and services to family members and friends, compared to 70% on other platforms. This shows that Snapchat provides an ecosystem for meaningful engagement with a closed group of customers.
74% of Snapchatters feel connected to people when discussing their shopping habits, compared to 52% on other platforms.
It’s All About Trust
Trust is a critical factor in ecommerce, directly influencing consumer confidence and purchase decisions. High levels of trust reduce the perceived risk of online shopping, leading to higher conversion rates, repeat purchases, and customer loyalty — a perfectly fertile environment for Snapchat commerce and the ecommerce ads that fuel interaction and sales. And trusted recommendations, whether from family, friends, or other credible sources, significantly impact buying behavior.
As the study highlights, Snapchat excels in this area:
84% of Snapchatters trust brands more if recommended by someone like themselves, versus 69% of non-Snapchatters.
86% of Snapchatters trust brands more if recommended by a family member, versus 70% of non-Snapchatters.
79% of Snapchatters trust brands more if they hear their social circle talking about it, versus 57% of non-Snapchatters.
74% of Snapchatters feel more connected to brands their friends talk about, versus 53% of non-Snapchatters.
Family and friends are almost 2x more trusted than similar but unfamiliar people on social.
Snapchatters Spend More vs Other Platforms’ Members
Snapchatters are not only avid shoppers (whether via AR shopping or more conventional methods); they’re also generous spenders with surprisingly deep pockets, and less price-sensitive, to boot. The study indicates that on a monthly basis, Snapchatters outspend users on other platforms in several major categories:
Apparel: +63%
Beauty & Personal Care: +84%
Specialty: +42%
Household: +172%
What Does It All Mean?
The data doesn’t lie: Snapchat has emerged as the premier social shopping platform, providing the place and the means for an enthusiastic community to gather, discover, shop, spend, and recommend. The report’s key takeaways to that end:
Snapchat is a fertile ground for brands to showcase their offerings and to capture and foster the interest of potential customers.
Snapchat fosters a community of active and influential shoppers who drive word-of-mouth marketing.
The elevated level of trust among Snapchatters makes Snapchat an ideal platform for brands seeking to build credibility and loyalty.
The significant spending power of Snapchatters makes them a distinctly valuable audience for ecommerce brands.
Given those compelling insights, now is the perfect time to leverage Snapchat for your ecommerce strategy. With the rise of Snapchat shopping ads and ecommerce ads, businesses can effectively reach and engage their target audiences. Embrace the future of social commerce by exploring Snapchat AR shopping features, which enhance the user experience through augmented reality.
The future of Snapchat commerce is bright, and Snapchat social commerce is set to revolutionize the way people shop. Start creating your Snapchat ads for ecommerce now to drive more sales, and tap into Snapchat’s vibrant community of enthusiastic shoppers.