Global Consumers' Product Purchases via Social Media in 2024

According to a Capgemini Research Institute survey, a wide range of products were purchased by global consumers via social media in 2024, from meal kits to luxury goods.

The survey categorized purchase intensity into two groups: occasional (3-7 purchases per year) and frequent (8 or more purchases per year).

Occasionally purchased products via social media were most commonly meal kits and entertainment products.

Frequently purchased products via social media included groceries/food supplies, personal care products, clothing and accessories, and household goods.

Here's a detailed list of products purchased by global consumers through social media in 2024:

1. Meal Kits

• Occasional purchases (3-7 times in the past year): 49%
• Frequent purchases (8 or more times in the past year): 11%

2. Home Entertainment/Media/Education Products

• Occasional purchases (3-7 times in the past year): 45%
• Frequent purchases (8 or more times in the past year): 16%

3. Clothing and Accessories

• Occasional purchases (3-7 times in the past year): 44%
• Frequent purchases (8 or more times in the past year): 24%

4. Health and Fitness Products

• Occasional purchases (3-7 times in the past year): 44%
• Frequent purchases (8 or more times in the past year): 21%

5. Furniture and Furnishings

• Occasional purchases (3-7 times in the past year): 44%
• Frequent purchases (8 or more times in the past year): 14%

6. Consumer Electronics/Major Appliances

• Occasional purchases (3-7 times in the past year): 43%
• Frequent purchases (8 or more times in the past year): 17%

7. Home Improvement Supplies

• Occasional purchases (3-7 times in the past year): 43%
• Frequent purchases (8 or more times in the past year): 10%

8. Household Goods

• Occasional purchases (3-7 times in the past year): 42%
• Frequent purchases (8 or more times in the past year): 24%

9. Health and Beauty

• Occasional purchases (3-7 times in the past year): 42%
• Frequent purchases (8 or more times in the past year): 18%

10. Groceries/Food Supplies

• Occasional purchases (3-7 times in the past year): 39%
• Frequent purchases (8 or more times in the past year): 26%

11. Personal Care Products

• Occasional purchases (3-7 times in the past year): 39%
• Frequent purchases (8 or more times in the past year): 24%

12. Luxury Goods

• Occasional purchases (3-7 times in the past year): 39%
• Frequent purchases (8 or more times in the past year): 23%

The Capgemini Research Institute also found that 49% of consumers occasionally made purchases during live shopping events with entertainment, and 23% of consumers frequently did so.

Furthermore, 40% of consumers occasionally used social media to access customer service, and 27% frequently did so.

The Capgemini Research Institute survey took place in October-November 2024, involving respondents aged 18 and over from 12 countries in North America, Europe, and Asia-Pacific.

Specifically for social media purchasing preferences, 3,805 consumers who had previously shopped on social media were involved.