Here is a short and sweet article I found on eMarketer (December 19, 2017). The article indicates that consumers still not flocking to social media to buy, but early stage influence of social media in the purchase cycle is crucial: https://retail.emarketer.com/article/state-of-social-commerce/5a396a6aebd40008a852a251?ecid=NL1016
I think this is right. We all look to others for ideas and inspirations, but we are not quite there yet on buying from social media. Even those of us who are heavily mobile still prefer the owner’s app. Thoughts?