Online retail set a record in Q4 2022 for total online spending, up 18% year over year. There was also a record for the amount of spending taking place on mobile, reaching $127.5 billion, or 38% of the total share in Q4.
Several factors could be playing into this shift. Apple and Android have drastically lowered the barrier to mobile purchases with Apple Pay and Google Pay, allowing consumers to make one-click purchases on the go securely; third parties like PayPal have also made mobile payments easier. For many purchases, there is no longer the barrier of having to dig out a physical credit card and type it in manually.
Integrations with social media have also developed ways for brands & influencers to sell directly to consumers in one click. Instagram shopping, for example, lets users tag products directly in a post, or create a shop right on their profile. According to Instagram, nearly half of people use the app to shop every week.
In the case of TikTok, we have seen significant growth for major spending categories like retail and consumer goods. As these brands embrace the platform, they can push users directly to their mobile sites to purchase. The hashtag #TikTokMadeMeBuyIt has over 43.5 billion views as people share what they’ve been convinced to purchase from brands and influencers on the app. If you’d like some examples of #TikTokMadeMeBuyIt and further shifts in consumer behavior, watch Comscore CEO’s AdWeek presentation, The Consumer Centric Measurement Revolution.
These trends only scratch the surface of the online commerce ecosystem. For even more in-depth insights, check out our State of Commerce report.