Social commerce conversion rates fall to 25% from 30%, DoubleVerify survey finds
Reported by Paid Media News
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TLDR
DoubleVerify survey data shows social commerce conversions dropped to 25% from 30%, even as influencer marketing effectiveness and reach concerns declined among marketers.
DoubleVerify's survey of 2,020 marketers found social commerce conversion rates fell to 25% from 30%, while influencer effectiveness dropped to 48% from 54% and reach concerns eased to 40%. The data raises questions about whether a 19% year-over-year rise in social ad spending can be sustained if fewer consumers are actually purchasing through social platforms.
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