As of 2022, Australia had over 21 million active social media users, with Facebook, Australia’s most popular social media network, recording over 28 million app downloads that year. Instagram, YouTube, and TikTok were also among the most popular social networks used by Australians in the 12 months to March 2023. As social media usage increases in tandem with online shopping activities, platforms such as Facebook and Instagram are becoming popular social commerce channels. More and more businesses are selling through social media and widening their online presence to grow their customer base and gain visibility. In addition, several businesses are partnering with social media influencers and increasing their influencer marketing budgets to drive e-commerce revenue and increase brand awareness and engagement.
Nonetheless, some shoppers remain skeptical of social media purchasing due to security issues, scams, fake ratings, and dishonest influencer reviews. Several consumers prefer to use social media solely for brand and product discovery before moving to brand websites to complete their transactions. Nevertheless, the trend of social buying is projected to grow significantly in Australia in the coming years.
Social media buying behavior
Across the country, many consumers are embracing social commerce opportunities, with about 53 percent of Australians engaging in social shopping activities. Facebook, YouTube, and Instagram were the most popular social commerce platforms shopped from in Australia in 2022, with more than half of social shoppers making purchases through Facebook, including Facebook Messenger. Millennials had the highest social shopping engagement that year, closely followed by Gen Z consumers. Facebook was favored among Millennial social shoppers, whilst Instagram and TikTok attracted more Zoomers. Clothing items, food and drinks, as well as health and beauty products, were among the top categories currently shopped for by Australia's social media shoppers that same year. Physical toys and games, and digital games, were the leading items that social commerce users would consider purchasing the most in the future.Nonetheless, some shoppers remain skeptical of social media purchasing due to security issues, scams, fake ratings, and dishonest influencer reviews. Several consumers prefer to use social media solely for brand and product discovery before moving to brand websites to complete their transactions. Nevertheless, the trend of social buying is projected to grow significantly in Australia in the coming years.
