This Whitepaper provides insights on how experts rate the importance of social media for marketing purposes and the type of content that has an impact. More information: statista.com

1. Social Commerce:
Expert opinion – Comparison – Usage
Whitepaper 2017

2. The Fashion industry profits heavily from
Social Commerce
2
Store windows are no longer the first point of contact for the latest
fashion – that’s an outdated concept. These days people spot,
share and shop trends via social media.
That’s called Social Commerce and can be defined as the active
participation of customers in marketing and selling a product.
Whether by reviewing a product or by sharing snaps of a recent
purchase, the customer is providing companies with plenty of
largely free publicity.
That Social Commerce works particularly well within fashion is no
surprise. Runway pictures are hash-tagged, street styles are
recommended – designers and sellers are delighted, and at times
provide incentives to recommend products on social media.
This type of marketing has become a must in an ever more
connected world. Users are made into customers, even those that
aren’t actively shopping.
This Whitepaper provides insights on how experts rate the
importance of social media for marketing purposes and the
type of content that has an impact.
Background
More at Statista.com

3. Companies can profit from Social Commerce,
if it‘s well thought through
3
1. No Social Media, no trend: this view is especially prevalent
among digital natives
2. Fashion images are more likely to generate sales than any
other product category
3. Trust in companies already grows with 2 to 3 online reviews
4. Fewer but more relevant hashtags generate more traction
than heavily hashtagged posts
5. Social Media interactions create trust – especially in China
Key Takeaways

4. No social media, no trend: this view is
especially prevalent among digital natives
4
Expert opinion
How important is social media for marketing fashion trends?¹
1: N=133
Source: Statista survey among industry experts (February 2017)
81%
62%
56%
19%
28%
39%
6%
3%
4%
50+ years
30-49 years
18-29 years
2%
UnsureSomewhat important Less important/unimportantVery important

5. Fashion images are more likely to generate
sales than any other product category
5
Consumer View
Do images you look at on Social Media channels inspire or influence your purchases in the following
categories?¹
1: N=2,017 consumers aged over 18
Source: Marketing Week; Aimia
57%
58%
58%
61%
66%
Gifts
Fashion
Home Decor
Accessoires
Food & Drinks

6. Trust in companies already grows with 2 to 3
online reviews
6
Consumer View
How many online reviews do you need before you trust a business?¹
1: 1,062 consumers; United States
Source: BrightLocal
4%
6%
22%
36%
28%
4%
2 to 3 7 to 10 11 to 204 to 6 21 or more1

7. Fewer but more relevant hashtags generate
more traction than heavily hashtagged posts
7
Consumer View
Average interaction per brand post on Facebook by number of hashtags¹
1: N=200,000 brand posts on Facebook
Source: Socialbakers
188
307
416
593
1 to 2 Hashtags 10+ Hashtags6 to 10 Hashtags3 to 5 Hashtags

8. Social Media interactions create trust –
especially in China
8
Country comparison
Percentage of shoppers that are influenced by reading social media reviews, comments and feedback¹
1: N=10,154; selected countries listed
Sources: PwC; Research2Insights; Others
33%
37%
38%
40%
63%

9. About the Digital Market Outlook
9
This paper provides insights on Social Commerce in the fashion
context. Further information on e-Commerce topics can be found
via Statista‘s Digital Market Outlook.
The Digital Market Outlook provides direct access and download of
revenue forecasts, user count & penetration, as well as cross-
country comparisons.
It includes data on 9 digital markets, Digital Media, Digital
Advertising, e-Commerce, eServices, Smart Home, FinTech, eHealth,
Connected Car, eTravel and covers 50 countries worldwide.
The e-Commerce market includes data on Fashion, Electronics &
Media, Food & Personal Care, Furniture & Appliances and Toys,
Hobby & DIY.
The Digital Market Outlook is exclusively available on statista.com
and is included in Statista Corporate Account and Statista
Enterprise Account.
9 markets, 34 segments, 50 countries
Further Data Contact
Tobias Bohnhoff
Head of Market Analytics
Tobias.Bohnhoff@statista.com
More at Statista.com
Tobias Bohnhoff studied Geography and Innovation Management.
He gathered deep knowledge of digital transformation processes
and innovative business models in numerous research and
consulting projects before he started to build up the Digital Market
Outlook team at Statista.

10. Imprint
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Disclaimer
This study is based on survey and research data of the previously mentioned sources. The forecasts and market analysis presented were researched and prepared by Statista
with great care.
For the presented survey data, estimations and forecasts Statista can not assume any warranty of any kind. Surveys and forecasts contain information not naturally
representing a reliable basis for decisions in individual cases and may be in need of further interpretation. Therefore Statista is not liable for any damage arising from the use
of statistics and data provided in this report.