Facebook & YouTube Lead in Product Discovery
A new study from Bazaarvoice’s Shopper Experience Index, which surveyed over 8,000 consumers across seven countries, reveals key insights into how shoppers discover and purchase products online. The findings highlight the growing role of social media in product discovery, the rise of social commerce, and the continued importance of omnichannel shopping experiences.
Facebook (54%) and YouTube (53%) are the top social platforms for product discovery, ahead of Instagram (41%) and TikTok (25%). Among Gen Z, Instagram (69%) and TikTok (50%) are more influential. Brands should tailor their strategies based on audience demographics.
Social commerce is also growing, with purchases on social media rising 82% from 2021 to 2024, peaking at 31%. This trend is consistent across generations, highlighting the need for seamless shopping experiences on social platforms.
Despite its rise, social media isn’t the primary starting point for shopping (8%). Online searches (32%), marketplaces (29%), and physical stores (14%) remain dominant. Shopping habits vary by age—older consumers prefer traditional searches, while younger ones use mobile apps and social media.
Omnichannel experiences are crucial, with 80%+ of shoppers expecting seamless transitions between online, in-store, and mobile shopping. Additionally, 75% engage in “webgrooming”—researching online before purchasing in-store.
What This Means for Irish Advertisers:
Irish brands should prioritise Facebook and YouTube for discovery while leveraging Instagram and TikTok for younger audiences. Investing in shoppable content and social commerce will drive conversions.
While social media isn’t the main entry point for shopping, a balanced strategy combining paid search, marketplace presence, and social ads will capture consumers at multiple touchpoints.
Finally, omnichannel integration is key. Retailers should optimise click-and-collect, in-store promotions, and local ad targeting to bridge the gap between online and physical shopping. By aligning with these trends, Irish advertisers can maximise visibility, engagement, and conversions across digital and physical retail spaces.
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