Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

The Wheels on the Social Shopping Cart Will Finally Start Moving

In 2019, social properties finally started making measurable gains in social commerce. Instagram led the way with several new shopping features, including Checkout, that make it easier for consumers to go from inspiration to purchase.

Now, there’s evidence to suggest a real uptick in adoption.

According to Civic Science’s trend adoption tracker, the percentage of internet users who had bought a product directly through social media channels grew each quarter between Q4 2018 and Q3 2019, rising from 13% to 21%. The biggest jump came in Q2, shortly after the launch of Instagram Checkout.

“Instagram Checkout definitely helped jump-start the appeal of completing a purchase on a social platform,” said Debra Aho Williamson, eMarketer principal analyst and author of our latest report, “US Social Trends for 2020: eMarketer's Predictions for the Year Ahead.”

“The idea has been around for years, but never really gained much traction," she said. "Now, hundreds of businesses are testing Instagram Checkout in the US."

Even with these gains, we don’t think social media will suddenly become a massive conduit to purchasing in 2020. On Cyber Monday, when an estimated $9.2 billion was spent online (according to Adobe), just 2.6% of sales came via social channels. On a better note, social media drove 8% of visits, up 17.5% from 2018’s Cyber Monday.

The best chances of success for brands and retailers will continue to be in the mid- and upper-funnel, where social properties like Instagram can introduce consumers to new brands, create awareness and stimulate demand over time.

“The good news is that the wheels on the social shopping cart are definitely turning,” Williamson said. “The progress is slow, but the momentum is gaining.”

Not sure if your company subscribes. You can find out here.