AN EXAMINATION OF SOCIAL COMMERCE TRENDS ON CONSUMER PURCHASING: A STUDY OF AN ONLINE MARKETPLACE IN ABUJA.
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- NGN 5000
Background of the study:
Social commerce integrates social media platforms with e-commerce functionalities, transforming how consumers discover and purchase products online. Online marketplaces in Abuja are increasingly adopting social commerce strategies to leverage user-generated content, peer reviews, and social interactions to drive sales. This study explores how social commerce trends—such as influencer endorsements, interactive shopping experiences, and integrated social media features—influence consumer purchasing behavior (Okeke, 2023). By facilitating direct engagement and community-driven recommendations, social commerce creates a seamless shopping experience that can enhance trust and drive impulse buying. The interactive nature of these platforms also fosters customer loyalty and repeat purchases (Eze, 2024). However, challenges such as privacy concerns, data security, and varying levels of consumer trust can affect the efficacy of social commerce initiatives. The research investigates these factors, aiming to provide a detailed evaluation of social commerce trends and their impact on consumer purchasing decisions. The study’s findings will offer practical recommendations for online marketplaces in Abuja to optimize their social commerce strategies and increase overall sales (Akinyemi, 2025).
Statement of the problem:
Despite the potential benefits of social commerce, online marketplaces in Abuja face challenges in converting social interactions into consistent sales. Issues such as consumer privacy, trust deficits, and inconsistent integration of social features often lead to unpredictable purchasing behavior (Okeke, 2023). Additionally, the lack of standardized metrics to measure the impact of social commerce complicates strategy development. These obstacles necessitate a thorough investigation into the trends and challenges affecting consumer purchasing in social commerce environments (Eze, 2024).
Objectives of the study:
To evaluate the impact of social commerce on consumer purchasing behavior.
To identify challenges in implementing social commerce strategies.
To propose strategies to enhance social commerce effectiveness.
Research questions:
How does social commerce influence consumer purchasing decisions?
What challenges do online marketplaces face in social commerce?
What measures can improve the effectiveness of social commerce strategies?
Significance of the study:
This study is significant as it provides insights into how social commerce can be leveraged to boost consumer purchasing in online marketplaces. The findings will guide strategic enhancements, leading to increased sales and customer engagement while contributing to the academic discourse on digital commerce trends (Akinyemi, 2025).
Scope and limitations of the study:
The study is limited to examining social commerce trends in an online marketplace in Abuja, Nigeria, focusing exclusively on consumer purchasing behavior.
Definitions of terms:
Social Commerce: The integration of social media and e-commerce to facilitate online sales.
Online Marketplace: A digital platform where products and services are bought and sold.
Consumer Purchasing Behavior: The decision-making process of consumers when buying products online.
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