Social media the preferred channel for retail purchases in Singapore: report

Active online communities and relatability crucial to success of social media marketing.

Social media marketers in the city-state believe that more consumers opt to use social media for retail purchases over third-party websites or brand websites, according to a survey by HubSpot.

Nine in ten respondents see social media as the preferred retail channel this year. Majority also predicted that this shift would prompt local brands to adopt social commerce strategies.

Active online communities were attributed by 89% as a vital component of social media’s strategic success. 

58% of respondents said they were investing in building communities to capitalise on “social commerce growth opportunities,” with 72% already planning on increasing investments this year, according to the survey.

Incentivising user-generated content (31%) and improved customer service (26%) were among the top benefits cited in fostering a social media community. 

19% also considered strengthening brand awareness, customer retention, customer connections and trust between brand and customer among these top benefits.

The report surveyed 100 Singaporean social media marketers as part of a broader global study assessing the impact of social commerce on businesses.