Gone are the days when the only options for shopping involved going into a physical store or visiting a retailer’s website. Now, many Americans are making their purchases on social media platforms.
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According to a recent Chime survey, the top two social media platforms Americans turn to when shopping intentionally are Facebook Marketplace and TikTok Shop, with Facebook Marketplace having a slight edge — 49% of respondents most often visit Facebook Marketplace with intent to purchase something, while 41% most often visit TikTok Shop.
Here’s a look at why Americans favor Facebook Marketplace, how it compares TikTok Shop and ways to keep social media spending on your platform of choice in check.
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One of the main reasons Americans prefer Facebook Marketplace is the strong sense of community it fosters, said Janelle Sallenave, chief spending officer at Chime. “Buyers can leave ratings and reviews for sellers, which builds trust and encourages referrals within Facebook’s vast user base,” she said. “Because of this community-driven dynamic, we weren’t surprised to find that Facebook Marketplace was the top choice for 49% of social media shoppers.”
It also provides a more personal shopping experience than other platforms. “The platform allows for direct communication between buyers and sellers, adding a personal touch that’s often missing with other social platforms,” Sallenave said. “This immediate, human connection enhances trust and leads to smoother, more satisfying shopping experiences.”
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While Facebook Marketplace and TikTok Shop were the clear winners when it comes to the social media platforms Americans go to for intentional shopping — for comparison, 27% go to the main Facebook platform, 17% go to Instagram, 11% go to Craigslist, 9% go to YouTube and 8% go to Pinterest — there are some key differences between the two.
“Facebook Marketplace appeals to those looking for pre-owned, practical, budget-friendly items such as furniture, sports gear and kitchen appliances,” Sallenave said. “The platform’s direct communication between buyers and sellers streamlines transactions, making the overall experience more transparent and user-friendly.”
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