eMarketer predicts Australia will be ranked third in the world in terms of the number of internet users adopting social commerce

Nearly 5.7 million people over the age of 14 in Australia will purchase retail products using social networks in 2021, according to eMarketer. This is 8.6% more than figures for 2020. The number of Australian social commerce buyers rose by 17.9% in 2020.

Social commerce, which was already on the verge of becoming mainstream by 2019, has arrived. According to PayPal, spending by Australian social commerce buyers has increased five-fold last year.

Social commerce purchasing can be done directly on Instagram Checkout and WeChat Mini Programs via social networks such as Facebook, Instagram, Pinterest, TikTok, WeChat, Line and VK, or as a product or service ordered by clicking a link on a social network that leads to the retailer’s product page to complete the purchase.

After a healthy rise this year, eMarketer predicts Australia will be ranked third in the world in terms of the number of internet users adopting social commerce.

Retail media is one of the fastest growing channels of digital advertising investment. China and the US are world leaders in most social commerce indicators due to the size of the market and the early adoption of social commerce by digital shoppers.

However, eMarketer said in a press release that some countries are starting to stand out in the next tier, with Australia at the top of the list.

36.7% of Australian social network users expect to make at least one social purchase this year, one of the highest percentages in the world. Overall, more than a quarter (26.8%) of the population will spend this year through social commerce. Again, only China and the US will exceed that number.

According to eMarketer, nearly 5.7 million people over the age of 14 in Australia will purchase retail products using social networks in 2021.