"It's a paradigm shift," said George Musi, chief business officer at Night Market, Horizon Media's commerce arm. "The notion of going from a browser to a shopper, a shopper to a buyer, buyer to consumer, consumer to a loyalist—it has not only condensed that space, but it has broken all barriers as it relates to how people make decisions."
Horizon Media defines social shopping as purchasing products while engaged with content on social media or gaming platforms, including TikTok Shop, Instagram shoppable posts, YouTube's "click to buy" links, and brand storefronts in virtual or game environments like Roblox and Fortnite.
The report, based on a spring survey from The Why Group of 1,000 U.S. adults, found that nearly three-quarters of social shoppers indicated that social shopping could replace some of their online shopping.
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