Customer care and social commerce during the holiday season

[shaownhasan]

This holiday season, 92% of hong kong business email list consumers plan to reach out to brands as much or more often for their customer service needs compared to 2023.

Direct messages (DMs) are the most popular form of outreach, with the overwhelming majority of consumers (70%) planning to contact brands this way. Consumers appreciate the privacy and immediacy of DMs, which allow for personalized, efficient resolutions to their issues. However, around a third of consumers will use comments and @-mentions to engage with brands, as they offer transparency and the possibility of public recognition. No matter how your customers reach out, they still expect a response within 24 hours—especially during the busiest time of the year.

When it comes to shopping on social, only about 13% of all consumers buy directly from social networks. This number goes up to 21% among Gen Z. Most consumers go to the brand’s website to hit purchase or learn more. Yet, 32% of all consumers (and 48% of Gen Z) anticipate making more purchases directly from the platforms in 2025, a trend that could start to show up this holiday season and boost online sales.

A stat call-out that says 48% of Gen Z consumers plan to make more purchases directly from social platforms in 2025
The most popular social media platforms for customer care and commerce
For their customer care and direct-from-social commerce, consumers turn to Facebook, Instagram and TikTok.