Everywhere you look, you see ads. Amid this chaos, word-of-mouth marketing (WOMM) helps you cut through the noise by doing what algorithms can’t—building trust. 

Whether it’s a quick recommendation in a WhatsApp group, a 15-second TikTok from a micro-influencer, or a glowing review in a niche subreddit, WOMM drives more credible, more lasting influence than traditional media ever could.

This article breaks down the importance of word-of-mouth marketing in 2025, the channels where it’s most active, and the latest data that proves why it’s still your most valuable growth driver. You’ll also find actionable strategies—backed by examples and tools—to help you scale WOMM for your brand.

What Is Word of Mouth Marketing (WOMM)?

Word-of-mouth marketing (WOMM) occurs when customers organically promote a brand, product, or experience through conversations, posts, reviews, or recommendations. It can be spontaneous or sparked by a strategy (like a referral program or community campaign).

In 2025, it will not be just friends chatting that moves the needle. Every time you see referrals in private messages, niche forums, shared user-generated content (UGC), and everyday micro-influencer posts, you can safely say that it’s a part of WOMM. 

Key channels for WOMM in 2025

In 2025, word-of-mouth marketing will spread through more nuanced and fragmented channels than ever before. It’s no longer just face-to-face chats or viral tweets—it’s happening across invisible networks, niche communities, and personal-feeling content formats.

Here are the key channels where WOMM is most active today:

• Dark Social: Think WhatsApp, Instagram DMs, Slack, and email—places where people share product links privately. This is where most recommendations happen, but they’re hard to track. (More on this later.)
  
• Online Communities: Reddit threads, Discord servers, and closed Facebook groups often host authentic, high-intent conversations about brands, especially in niches like skincare, productivity, or sustainability.
  
• User-Generated Content (UGC): Organic posts, videos, and reviews from real customers serve as modern-day word-of-mouth, especially in DTC and creator-led spaces.
  
• Micro-Influencers: Smaller creators with strong community ties outperform larger influencers in trust and engagement. They often act as super-referrers.
  
• Reviews & Testimonials: From product pages to Trustpilot, customer reviews influence discovery and reinforce purchase decisions. It’s one of the most scalable forms of WOM.
  
• Offline Triggers: Thoughtful packaging, real-world experiences, and physical brand moments (like events or pop-ups) help spark conversations, both in person and online.

Word of Mouth Marketing Statistics to Know in 2025

Here are some statistics that prove the power of word-of-mouth in 2025: 

People Trust People More Than Ads—By a Long Shot

A massive 88% of consumers say they trust recommendations from friends and family more than any other type of advertising. 

Think about it: when someone you know says, “This worked for me,” you don’t question it like a paid ad or influencer post. You believe them. You might even go look the product up immediately.

That’s what makes word-of-mouth marketing so powerful. It moves people to act because it feels personal. Brands that focus on creating genuinely great experiences and then make it easy for people to talk about them get the kind of exposure money can’t replicate.

Word of Mouth is Still the #1 Way People Discover New Brands

A 2023 survey found that 36% of U.S. internet users said word of mouth was their leading source of brand discovery, beating out social media ads (32%) and mobile app ads (21%).

This means that, despite the rise of paid performance channels, people still trust people more than algorithms. 

For marketers, this is a reminder: while paid reach gets you in front of people, trust gets them to act. If people aren’t discussing your product on group chats, dinner tables, or Slack threads, you’re missing the channel that drives the highest-intent traffic of all.

Referred Customers Don’t Just Convert—They Multiply

Word-of-mouth becomes a growth loop, not just a one-time win.

A Harvard Business Review study analyzing data from over 41 million customers of a cashback app found that customers who joined through a referral not only purchased more. They also went on to refer 30% to 57% more new customers than users acquired through other channels.

This turns word-of-mouth into a compounding asset. That’s the kind of retention plus acquisition combo most ad campaigns can’t touch.

Referred Customers Stick Around Longer and Spend More

According to multiple studies, customers who come through referrals stay 37% longer and deliver 16% more lifetime value than those acquired through paid ads or cold outreach. 

In other words, they don’t just buy once and bounce. They buy again, engage more often, and are more likely to refer others.

This happens because they enter your brand ecosystem with built-in trust. Someone they know already gave you a vote of confidence, and that shortcut to credibility pays off long after the first purchase.

The takeaway? If you want higher-value customers, don’t just spend more on ads. Build systems that encourage your best customers to bring in more people like them.

Word-of-Mouth Marketing in 2025: Key Trends and How to Capitalize on Them

In 2025, word-of-mouth marketing is unfolding quietly across DMs, Discords, and creator-driven content. 

As consumer trust in polished ads declines, brands are finding smarter ways to spark organic advocacy in the spaces people pay attention to. 

Here are the key trends shaping modern WOMM and how to emulate them to make your business more successful and inspire customer loyalty. 

Micro-Influencers and Nano Communities Are More Trusted Than Celebrities

In 2025, the most influential voices are small, specific, and deeply embedded in their communities. There’s a reason micro-influencers (10K–50K followers) and nano-influencers (<10K followers) are outperforming traditional celebrity endorsements across every primary metric: trust, engagement, conversion, and ROI.

The numbers tell a clear story.

87.7% of all TikTok creators are nano-influencers, and they generate an average engagement rate of 10.3%, nearly triple that of megastars.

Engagement rates decline across all influencer tiers (2021–2024), but nano (1K–10K) and micro (10K–50K) creators consistently outperform larger accounts, maintaining the highest average engagement through 2024. 

63% of shoppers say they’re more likely to buy a product if it’s recommended by a social media influencer they trust. 

But how do you capitalize on micro-inflencer WOMM in 2025? 

Working with micro-influencers shouldn’t feel vague or hard to measure. Here’s how to turn it into a focused, repeatable channel that drives both reach and revenue.

1. Use Modash to shortlist 20–30 creators who already post about your category

Instead of working with whoever slides into your DMs, start with a focused shortlist. 

Use a tool like Modash to filter for creators with 5K–50K followers, at least 3% engagement, and existing content related to your niche—like “mineral sunscreen” if you’re in skincare, for example. 

Finding nano influencers in your niche and based on other filters (Source)

This approach helps you find creators whose audience already trusts them on the topic you’re trying to sell. 

2. Send 10 of them your best product, no strings attached

Reach out with a simple note offering to send them your hero product. Don’t attach any posting requirements or approval steps. Just ship the product, include a handwritten message that reflects your brand tone, and trust the quality to speak for itself.

You’ll often find that 4–5 of those 10 will post something anyway, and organic, unsolicited content performs better than most paid collaborations.

This kind of no-ask gifting is called product seeding—you send your product to creators without asking them to post. It’s personal, low-pressure, and often more effective than paid campaigns. 

Graza, a DTC olive oil brand, did precisely this. They shipped bottles to food creators they genuinely liked and thought aligned with their brand values, added handwritten notes, and didn’t ask for anything. 

The posts came anyway. Small content creators who received the product shared their experiences, generating authentic user-generated content (UGC).

The result? Graza sold out during their first week in business, bringing in $100,000 in revenue. Within three months, they surpassed $500,000 in revenue, all without spending on traditional advertising.

3. Give each creator a trackable URL to measure real impact

The biggest mistake in micro-influencer marketing is not tracking correctly. Every creator should get a unique, UTM-tagged link using Bitly or Switchy. It can look like:

brand.com/lip-oil?utm_source=instagram&utm_medium=influencer&utm_campaign=jenna

This link shows how many clicks each person made, whether they shared it via DMs, Stories, or in a private group.

Without this, all your traffic shows up as “direct,” and you’ll never know which creators helped you grab more eyeballs. 

Most Shares Happen in Dark Social, Not Public Feeds

Word-of-mouth in 2025 will live in private, untrackable channels: DMs, text messages, WhatsApp, Slack, and even Discord. Beyond exchanging messages, these platforms are your customers’ most-used sharing surfaces, and they don’t leave visible traces in traditional analytics.

Analytics expert Steve Lamar recently ran a deep attribution experiment to understand how platforms pass referral data.

By redirecting clicks through uniquely structured subdomains, he managed to track what GA4 misses. Here’s what he found:

• 100% of clicks from TikTok profiles and apps like WhatsApp, Discord, Slack, and Mastodon were attributed as “direct” traffic—completely untrackable via default Google Analytics.
  
• 75% of clicks from Facebook Messenger were also misattributed.
  
• Even mainstream platforms like Instagram (70%), LinkedIn (86%), and Pinterest (88%) mostly passed incomplete or no attribution data.

Dark traffic on major social networks (Source)

This means that even if people actively share your brand, you won’t see it in your dashboards unless you track differently.

But despite its untraceability, dark social is modern-day word-of-mouth. When a friend DMs a product link, shares a TikTok, or mentions your brand in a private Slack channel, they recommend it and influence purchase decisions.

But since it shows up as “direct traffic,” most brands don’t realize what’s working.

So, since you can’t see every share, how do you capitalize on dark social WOMM? Here are some quick tips that can help: 

1. Track smarter with share-optimized URLs. 

Many brands lose visibility because all shared links look the same in their analytics (“direct traffic”). 

The fix? Use custom links with tags. Create trackable URLs using UTM parameters (small bits of info added to the end of a URL) so you know where the click came from.

For example, instead of sharing website.com/product-a, use website.com/product-a?utm_source=whatsapp&utm_campaign=drop1.

This helps you see if someone clicked the link from WhatsApp, email, or Instagram bio, even if it was shared privately.

Pro tip: You can use Bitly for branded, shortened links or Switchy for link retargeting and deeper analytics. 

2. Make it easy to share products via WhatsApp, Messenger, or DMs 

After someone buys a product, gets a discount code, or finishes a quiz, they’re in a high-emotion state. This is when they’re most open to sharing something they love (or just scored) with a friend.

To make the most of this, brands need to remove friction. The best way to do this is by adding “Send to a friend” or “Share on WhatsApp” buttons on post-purchase confirmation pages, wishlists, and quiz result screens.

A great example of this in action: Fashionette, a luxury fashion retailer in Europe, integrated WhatsApp sharing directly into a giveaway flow.

They launched a giveaway campaign where users could click a Facebook ad and join a sunglasses giveaway by clicking “Chat with us” on WhatsApp. 

Once in the chat, users get real-time responses and can easily share the offer with friends, creating a conversational entry point for word-of-mouth.

Users click “Chat with us” on the ad to enter the giveaway via WhatsApp, making it easy to join and share the offer with friends in just a few taps (Source)

This shift to real-time, one-on-one messaging paid off. Fashionette’s WhatsApp flows converted 7.4 times higher than their most engaged email segments, driving a 25% increase in average order value.

3. Watch for sudden traffic spikes—then trace the source

Not all dark social traffic is invisible. Sometimes, the signal is a sharp rise in direct traffic to a specific product or blog page, primarily when you haven’t run paid campaigns or sent emails.

This often means someone shared your link in a WhatsApp group, Discord server, or Slack workspace. But instead of showing up as a referral, it shows up as “direct traffic.”

Here’s what to do: 

• Set up daily traffic alerts in your analytics platform. For example, in Google Analytics 4, you can use “Custom Insights” to trigger alerts when a page’s traffic exceeds a certain threshold—say, 200% of its weekly average. (This guide helps you set up custom insights in GA4.)

Setting up custom metrics in GA4 to track a sudden traffic spike (Source)

• Cross-check those spikes with your marketing activity. Identify this by asking yourself:
  • Did you publish a TikTok, YouTube Short, or Instagram Story in the past 24 hours?
  • Was your product linked in a newsletter, Substack issue, or X thread?
  • Did someone post about you in a Reddit community (search via site:reddit.com yourbrand)?
  • Did a micro-influencer quietly tag or mention you in a private story or channel?

• Correlate timestamped events. Once you notice a traffic spike, dig into the timestamps in your analytics and compare them to when your content—or any third-party content—went live. Let’s say your product page for a “hydrating mist” usually gets around 120 visits daily. On May 5th, you notice 670 visits to that page within two hours, all showing up as “direct traffic.” That’s a red flag for dark social. You check TikTok and discover that a creator with 18,000 followers posted a GRWM (get ready with me) video that morning featuring your mist. That’s likely your referral source—just hidden from plain view in your analytics.

Private Communities Are Becoming Brand Powerhouses

In 2025, brands are seeing more word-of-mouth action inside closed groups than they do on open platforms. Think, Slack channels, Discord servers, subscription-based Substacks, even private Facebook or Geneva groups.

According to a 2024 report by TINT, 40.9% of consumers said they planned to increase their participation in online communities, marking a 9% year-over-year growth. 

But more importantly, it’s working:

• 73.6% of consumers say they purchase more frequently because of a brand’s online community
  
• 75% agree that communities improve the customer experience
  
• 57% report better brand SEO tied to community discussions
  
• 90% of community managers say user suggestions directly inform product improvements
  
• And in some cases, over 30% of total revenue can be traced back to the influence of a brand’s community

So, how do you tap into this in 2025? Here are some quick, actionable tips: 

• Find where your customers already gather. Instead of building your community from scratch, start by identifying where high-intent conversations are already happening. You can use platforms like Common Room to surface mentions of your brand or product across Slack groups, Discord servers, or Reddit threads you care about. 

• Don’t show up to promote, show up to participate. Community members can spot a sales pitch from a mile away. Join as a peer instead of leading with a CTA or product link. Offer value: answer questions, host an AMA (Ask Me Anything), or share honest behind-the-scenes updates from your product or team.
  
• Seed early access or limited drops inside these groups. When members feel they’ve discovered something first, they share it naturally.

If you enter these groups thoughtfully, participate sincerely, and offer value early, the word-of-mouth that follows is more powerful and longer-lasting than any shoutout on a public feed.

Short-Form UGC Is the Most Believable Form of Marketing

Short-form UGC (think 10 to 60-second videos shared by real users) is now one of the most trusted and influential content types in marketing.

Whether it’s a quick “unboxing” on Instagram Stories, a GRWM (get ready with me) TikTok, or a 15-second “before and after” reel, short-form UGC feels real, spontaneous, and relatable. And that’s precisely why people believe it.

And the numbers back this up.

• 73% of consumers say they prefer short-form videos when researching products or services, because they feel more to-the-point and trustworthy.
• Short-form videos generate 2.5x more engagement than long-form, making them more likely to be liked, shared, or saved.
• And when brands use short-form UGC in paid ads, the results are hard to ignore: 4× higher click-through rates and 50% lower cost-per-click compared to traditional branded content.

As we mentioned earlier, a low-pressure seeding campaign is one of the most effective ways to spark this kind of UGC. You send your product to a curated list of creators without any obligations to them and simply trust that those who genuinely love it will talk about it.

Conclusion: Why Word of Mouth Marketing Should Be a Priority in 2025

At a time when paid ads are getting more expensive and less effective, WOMM gives you scalable, high-intent growth without burning budget. It turns your best customers into your best marketers. And in 2025, it’s happening where brands aren’t looking: inside DMs, private Discords, WhatsApp groups, and short-form creator videos.

If you’re serious about scaling WOMM in 2025, here’s where to focus:

• Track private sharing behavior through better attribution (UTMs, GA4 custom insights, link tagging)
  
• Encourage advocacy with smart referral, loyalty, and creator seeding programs
  
• Optimize your site for post-purchase sharing, especially on mobile and messaging-first channels
  
• Test how user-generated content impacts CRO on PDPs, review sections, and post-purchase flows
  

At Invesp, we help brands turn passive word-of-mouth into measurable conversion lifts by testing how, where, and why your best customers are talking.

Want to see how CRO and WOMM overlap on your site? Start a conversation with our team.

The post The Importance of Word Of Mouth Marketing – Statistics and Trends 2025 appeared first on Invesp.

Retail therapy plays a significant role in impulse buying, as individuals often make purchases to improve their mood, especially during rough days. This emotional aspect of shopping can trigger a dopamine release, similar to other pleasurable activities, and marketers exploit these emotions to encourage consumer spending.

Impulsive personas are the apple of the eye of marketers and business owners.

The credit-card-in-hand shoppers get undivided attention in copy, design, and layout of websites, landing pages, and ads, as well as in brick-and-mortar displays and services.

So much is carefully crafted to address impulsive buying: scarcity and emergency elements, benefits displayed in bullet points, big and bright CTAs, smooth and fast check-out processes.

But who are the impulsive buyers shaking up online and offline commerce? Are they mostly married or single? Do they usually act impulsively while online shopping or in-store browsing? Do they really regret their purchases? Do they spend more on unplanned shopping trips? How much do they generally spend in each impulsive purchase? What is the state of mind they normally experience during impulsive buying?

Let’s get to know this darling persona better with our infographic. You will be able to identify trends and general traits to address impulsive prospects in your business.

What Is Impulse Buying?

Impulse buying refers to the act of making unplanned and spontaneous purchases, often driven by emotions, desires, or a sudden urge. It involves buying items without careful consideration or prior intention, and the decision to make the purchase is typically made on the spot.

Impulse buying, also known as impulse purchasing, is characterized by a lack of premeditation, with individuals succumbing to the immediate desire for a product or service. This behavior is often associated with the psychological concept of instant gratification, where individuals seek immediate satisfaction or pleasure without considering the long-term consequences.

84% of all shoppers have made impulse purchases

This high percentage suggests a significant influence of emotional and psychological factors on spending habits, as consumers often prioritize immediate satisfaction over rational decision-making.

It also sheds light on the prevalent phenomenon of impulse buying in today’s consumer culture. Common examples of impulse purchases include clothing and groceries, with trends showing increased impulse buying during occasions like the holiday season. This data underscores the pervasive nature of impulse buying behavior, where individuals make unplanned and spontaneous purchases.

The prevalence of impulse buying in the market emphasizes the need for retailers to understand and capitalize on these tendencies, while consumers may benefit from recognizing and managing their own impulses to make more mindful purchasing decisions.

40% of all the money spent on e-commerce is attributed to impulse purchases

The data highlights the substantial impact of impulsive behavior in shaping the financial dynamics of e-commerce, emphasizing the role of immediate desires and spur-of-the-moment choices in driving online sales. Managing impulse buying is crucial to save money and make more mindful purchasing decisions. Businesses in the digital marketplace can leverage this information to tailor their strategies and capitalize on the prevalence of impulse buying in the online shopping experience.

54% of U.S shoppers acknowledge spending $100 or more on impulse buys

More than half of U.S. shoppers—54 percent—have admitted to spending $100 or more on an impulse buy, including 20 percent who have spent at least $1,000. By understanding the extent to which consumers are willing to spend impulsively, businesses can optimize their approaches to capitalize on this behavior, whether through strategic promotions, targeted advertising, or creating a shopping environment that encourages spontaneous purchases.

Compulsive shopping, however, is a dangerous progression from impulse buying, with detrimental impacts on finances and personal well-being.

8 out of 10 impulse buys are made in a brick-and-mortar store

This indicates the continued significance of physical retail spaces in driving spontaneous consumer purchases. Optimizing in-store experiences and strategically placing products can be pivotal in capitalizing on impulsive buying behavior. Creating visually appealing displays, offering limited-time promotions, and ensuring an easily navigable layout can enhance the likelihood of impulse purchases.

Impulsive shopping, often driven by emotional spending, is a common behavior where people buy things to reward themselves or cope with negative feelings. Strategies to manage this behavior include undertaking a no-spend challenge.

While e-commerce continues to grow, the tangible and immediate nature of brick-and-mortar environments provides a unique opportunity for businesses to leverage human psychology and boost spontaneous buying, emphasizing the need for a well-crafted in-store strategy to complement online efforts.

Single shoppers make 45% more impulse buys compared to married shoppers.

Marketing strategies and product placements targeting single individuals may yield higher returns in terms of impulsive purchases. Understanding the distinct consumer buying behavior of single shoppers versus married ones enables businesses to tailor their promotional efforts accordingly.

Only 13% of buyers engage in planned impulse buying on a shopping trip.

While a majority of buyers may adhere to predetermined shopping lists during planned trips, the 13% engagement in impulse buying suggests that there is still room to influence purchasing decisions through targeted marketing, appealing displays, and strategic product placements.

Recognizing and capitalizing on this minority’s openness to spontaneity becomes crucial, urging businesses to craft nuanced approaches that balance the predictability of planned trips with opportunities to stimulate impulse purchases and enhance overall sales.

46% of men regret impulse buys compared to 52% of women.

Understanding the varying degrees of post-purchase regret can inform targeted interventions, such as personalized post-purchase communication or specialized return policies, aimed at mitigating buyer’s remorse. By recognizing and responding to these gender-specific tendencies, businesses can refine their customer engagement strategies, enhance customer satisfaction, and potentially influence brand loyalty based on distinct consumer behaviors among men and women in the aftermath of impulse purchases.

52% of millennials were more likely to make impulse purchases

The revelation that 52% of millennials exhibit a higher propensity for impulse shopping than any other generation underscores the distinct impulse-buying behavior prevalent among this demographic. For businesses, understanding and catering to the preferences of millennial impulse buyers is paramount.

Crafting marketing strategies that resonate with the spontaneity of their impulse spending tendencies, providing visually engaging displays, and promoting limited-time offers can be instrumental in capturing their attention during unplanned purchases.

Recognizing the unique dynamics of millennial impulse buyers allows businesses to tailor their product offerings and promotional efforts effectively, capitalizing on the spontaneity inherent in their purchasing behavior to drive increased sales and engagement.

The average shopper will make an average of 3 unplanned purchases out of every 10 store visits they make.

All this highlights the prevalence of impulsive spending habits and impulsive buying behavior among consumers. Understanding this aspect of shopping behavior is crucial in developing effective strategies to capitalize on unplanned purchases.

Creating an in-store environment conducive to spontaneous buying, strategically placing enticing products, and leveraging promotional tactics can harness the impulse buying tendencies of customers.

Acknowledging and adapting to the frequency of unplanned purchases in the design of marketing campaigns and store layouts allows businesses to optimize their overall sales strategy, tapping into the dynamics of impulsive spending to enhance customer satisfaction and drive increased revenue.

The Psychology of Impulse Purchases

A combination of mental and emotional triggers often drives impulse purchases. Research suggests that the brain’s reward system is activated when a consumer sees a product or receives a promotional message, releasing feel-good chemicals such as dopamine. This can lead to a sense of instant gratification and pleasure, making it more likely for the consumer to make an impulse purchase.

Additionally, emotional states such as stress, anxiety, and boredom can also contribute to impulse buying. Consumers may use shopping as a coping mechanism to relieve negative emotions or to satisfy their temptation to buy. Understanding these mental and emotional triggers can help individuals develop strategies to resist impulse purchases and make more intentional purchasing decisions.

Understanding the mental and emotional triggers

Why We Engage in Impulse Shopping

Impulse shopping is a multifaceted behavior influenced by various factors. One primary reason is the thrill of the hunt. The excitement of discovering a new product or snagging a limited-time offer can be exhilarating, leading to spontaneous purchases. Social and cultural factors also play a significant role. For instance, societal norms and peer pressure can drive individuals to make unplanned purchases to fit in or keep up with trends.

Marketing tactics are another powerful influence. Retailers use strategies like scarcity, urgency, and visually appealing displays to entice consumers into making impulse buys. The combination of these elements creates an environment where impulse shopping thrives, making it essential for consumers to be aware of these influences to manage their spending habits better.

Types of Impulse Purchases

Impulse purchases can be categorized into several types, each with its own characteristics and triggers:

1. Pure Impulse Buying: This is the most spontaneous form of impulse buying, where a consumer makes an unplanned purchase without any prior intention. An example could be grabbing a candy bar at the checkout counter.
2. Reminder Impulse Buying: This occurs when a consumer is reminded of a need or desire upon seeing a product. For instance, seeing a display of sunscreen might remind someone to buy it for an upcoming beach trip.
3. Suggestion Impulse Buying: In this type, a consumer makes a purchase based on a suggestion or recommendation, often influenced by marketing tactics. An example could be buying a new gadget after seeing an influencer’s review.
4. Planned Impulse Buying: This involves a consumer planning to make a purchase but not deciding on the specific product until they see it. For example, someone might plan to buy a gift but only choose the actual item when they find something appealing in the store.

Understanding these types of impulse purchases can help consumers recognize their buying patterns and make more informed decisions, ultimately aiding in saving money and reducing unplanned expenditures.

States of Mind When Making an Impulsive Purchase

When making an unplanned purchase, 50% of females express greater excitement, whereas only 47% of males share the same level of enthusiasm.

When intoxicated, 13% of males exhibit impulse buying behavior, while only 5% of females engage in impulse purchases under the same circumstances.

Infographic by- Invesp Conversion Optimization Services

To Publish this Image on your Blog or Website . Copy this code

84% of all shoppers have made impulse purchases

Impulse purchases represent almost 40% of all the money spent on e-commerce

More than half of U.S. shoppers—54 percent—have admitted to spending $100 or more on an impulse buy, including 20 percent who have spent at least $1,000

8 out of 10 impulse buys are made in a brick-and-mortar store

Single shoppers make 45% more impulse buys than married shoppers

Buyers are 13% less likely to make impulse buys on a planned shopping trip. They are 23% more likely to impulse buy on an unplanned shipping trip

Only 46% of men said they regretted an impulse purchase compared to 52% of women

52% of millennials were more likely to make impulse purchases than any other generation.

The average shopper will make an average of 3 unplanned purchases in 4 out of every 10 store visits they make.

States of Mind When Making an Impulsive Purchase

Khalid Saleh

Khalid Saleh is CEO and co-founder of Invesp. He is the co-author of Amazon.com bestselling book: “Conversion Optimization: The Art and Science of Converting Visitors into Customers.” Khalid is an in-demand speaker who has presented at such industry events as SMX, SES, PubCon, Emetrics, ACCM and DMA, among others.

The post The State of Impulse Buying (Statistics & Trends 2025) appeared first on Invesp.

Mobile commerce, or m-commerce, is steadily emerging as the future of online shopping or shopping. 

It’s changing the way we browse, select, and purchase products. With sales projected to hit a staggering $2.52 trillion in 2024, it’s clear that this digital revolution is not just a passing trend but a seismic shift in consumer behavior. 

But what’s driving this incredible growth? From the convenience of shopping on the go to the rise of shopping apps and social media influence, numerous factors are at play. 

In this article, we’ll explore 18 global mobile commerce statistics for 2024 that highlight the soaring growth, technological advancements, and changing consumer preferences shaping the mobile commerce market. 

1. Soaring Growth in Mobile Commerce: A Look at the Future

Mobile commerce, or m-commerce, is rapidly rising, with sales expected to hit a staggering $2.52 trillion in 2025.

This marks a 16.3% increase from the $2.16 trillion recorded in 2023. 

And the growth doesn’t stop here. Statistics predict that mobile commerce sales will soar even higher by 2027, reaching an impressive $3.44 trillion.

Mobile commerce growth statistics (Source)

One can attribute several factors to this upward growth. 

For one, mobile devices make shopping more convenient than any other device. Then, you see the increasing number of smartphone users and the advancements in mobile payment. All of these factors together are contributing significantly to this surge. 

As mobile shopping becomes more user-friendly and secure, more consumers are turning to their phones for their purchasing needs.

Naturally, people are looking for quick, easy ways to shop, and mobile devices offer just that. 

For businesses, this means that having a solid mobile presence is no longer optional—it’s essential. To stay ahead of the curve, companies need to focus on optimizing their mobile shopping experiences and mobile commerce to drive sales and growth.

2. Exploring the Surge in Global Mobile Usage: A Catalyst for Mobile Commerce Expansion 

Mobile commerce is going through a considerable transformation, with a steady increase in mobile phone users. 

According to the latest data from GSMA Intelligence, there are now 5.61 billion unique mobile phone users globally. This marks an impressive growth of 138 million new users over the past year.

Global mobile usage statistics (Source)

Unique mobile users are at a current growth rate of 2.5 percent per year. This boost is not just in numbers—it’s also about the shift in technology. 

A massive number of mobile users are transitioning from basic feature phones to relatively more advanced smartphones. This transition paves the way for multiple opportunities for mobile commerce.

Smartphones offer a richer, more interactive experience compared to feature phones. Smartphones also come with better internet connectivity, larger screens, and more powerful processors, making them more suitable for mobile shopping. 

The result? An increase in mobile commerce activities as people find it more convenient to shop, make payments, and access services on the go.

3. The Convenience of Mobile Shopping 

For shoppers today, convenience is king, and mobile shopping is leading the charge. 

According to research by Dynamic Yield, 76% of shoppers use their mobile devices to make purchases because it saves them time​​. 

Mobile shopping data (Source)

This trend clearly indicates how integral smartphones are to our daily lives, not just for communication but as a tool for efficient and hassle-free shopping.

So, what’s the appeal? The biggest reason is that smartphones take just a few taps, allowing you to find what you want, buy it, and get on with your day. 

Plus, with all the cool shopping apps and social media, finding and buying stuff has never been easier. It’s no wonder mobile shopping is on the rise now. 

4. ​​The Rise of Shopping Apps in Mobile Commerce

Shopping apps are taking over the mobile commerce world. 

According to statistics, shopping apps are growing faster than any other type of app, with people using them 48% more than the average app. 

Mobile shopping app data (Source)

What’s the reason behind this massive rise? The biggest reason is that they make shopping super easy and personal. You get alerts about deals, can pay quickly, and even get suggestions based on what you like.

Since COVID-19, even more folks are shopping on their phones, pushing businesses to step up their app game. So, if a business wants to keep up, they need a great shopping app that makes the buying experience a breeze.

5. Impact of Social Media on Mobile Commerce Purchase Decisions 

According to the latest Future of Mobile Commerce report, 55% of users have made a purchase after discovering a product on social media. 

This shows how important social media is when it comes to influencing consumer behavior and purchasing decisions. 

Social media platforms like Instagram, Facebook, and Twitter are especially popular and have now become indispensable for brands, making it essential to promote and display their products, engage with their audience, and drive sales. 

What makes social media so popular and a big driving force for online consumers? 

The visual and interactive nature of social media allows users to discover new products easily. Now, consumers can make purchasing decisions based on what they see and the recommendations they receive from their network and favorite social media influencers. 

6. Boost in Sales from Social Media Presence

The same study suggests that stores with a social media presence witnessed a 32% increase in sales compared to those relying solely on traditional methods. 

This highlights the importance of having an active and engaging social media strategy for businesses. 

Maintaining a stellar social media presence can help you: 

• Reach a wider audience,
• Build brand awareness,
• Create a sense of community around your products. 

The increased visibility and engagement can directly translate into higher sales as consumers are more likely to purchase from brands they feel connected to and trust.

7. The Rise of Mobile Wallets in Global E-Commerce 

Studies predict that by 2026, mobile wallets will account for over 54% of online payment transactions worldwide.

In 2022, mobile wallets became the go-to method for online shopping, making up about half of all global e-commerce payment transactions. 

That’s a big deal! It means that when people shop online, they choose to use digital wallets like Apple Pay, Google Wallet, and others more than any other payment method. 

What is fueling this sudden rise in mobile wallets? 

They’re super convenient, for one. Instead of typing in your card details every time you shop, you can use your phone to pay quickly and securely. 

Plus, with more and more people using smartphones, it’s easier than ever to use a mobile wallet.

8. Consumer Preference for AR Experiences 

61% of consumers say they prefer retailers that offer augmented reality (AR) experiences while shopping. 

This hints at the growing interest in interactive and immersive shopping experiences. 

And why not? AR technology allows customers to visualize products in their own space or see how they might look wearing certain items, making online shopping more engaging and personalized. 

As AR becomes more mainstream, consumers are increasingly seeking out retailers that provide these innovative experiences.

9. Retailers’ Preparedness for AR Integration

On the flip side, 52% of retailers admit they are unprepared or unwilling to integrate AR into their retail operations. 

This gap between consumer demand and retailer readiness presents a challenge for businesses. 

Many retailers may lack the technical expertise, infrastructure, or financial resources to implement AR solutions. As a result, there’s a pressing need for retailers to invest in AR technology and training to meet consumer expectations and stay competitive in the digital marketplace.

10. Voice Search: A Growing Trend in Mobile Commerce

Voice search is becoming increasingly popular in mobile commerce. In fact, 27% of searches on mobile devices are now voice-based. 

This trend is driven by the convenience and ease of use that voice search offers. Instead of typing out a query, users can simply speak into their device and receive instant results.

This shift towards voice search also changes how businesses approach SEO and online marketing. To stay competitive, you’ll need to optimize your content for voice search, focusing on natural language and question-based queries. 

11. Voice Shopping: A $40 Billion Milestone in Mobile Commerce

By 2022, voice shopping sales soared to $40 billion—a remarkable milestone in mobile commerce. 

This significant growth highlights the increasing popularity of using voice commands for shopping through smartphones and smart speakers like Amazon Echo or Google Home.

As technology evolves, we can expect voice shopping to become an even more integral part of consumer’s shopping habits, making it easier and more convenient for everyone.

This makes it more important than ever to optimize your mobile commerce assets for voice search. 

12. In-Store Mobile Shopping Habits

A recent global survey revealed that 56% of in-store shoppers use their smartphones to research items or even shop while they are in a store.

This shows that even when people shop in stores, they still rely on mobile devices as a shopping tool. 

The convenience of smartphones allows shoppers to compare prices, read reviews, and check for online deals while standing in the aisles. 

This behavior has significant implications for retailers, as it blurs the lines between online and offline shopping experiences. This also makes it necessary for businesses to work on their online presence and pricing strategies with equal care as they do with their offline presence, knowing that customers have instant access to a wealth of information right at their fingertips.

13. Desktop vs. Mobile: The Conversion Rate Divide in Global Mobile Commerce

When it comes to online shopping, desktops are still ahead of the game with a 3% conversion rate, meaning more folks who browse on their computers are likely to hit that “buy” button compared to those on mobile devices, which have a 2% conversion rate. (Source)

The conversion rate of online shoppers on different devices (Source)

Despite the convenience of shopping on the go, this difference shows that there’s still a special something about shopping on a bigger screen that gets people to commit. 

14. Fastest-Growing E-commerce Categories in Global Mobile Commerce

Fastest-growing ecommerce categories include: 

• Auto and parts (with 30.1% year-on-year growth)
• Food and beverage (20.7% year-on-year growth)
• Apparel and accessories (15.4% year-on-year growth)
• Health, personal care, and beauty (15.1% YoY growth)

These trends highlight the evolving consumer preferences and the increasing reliance on mobile devices for shopping across various categories. 

15. Age Trends in Mobile Commerce Usage 

Mobile commerce isn’t just for the younger crowd. In fact, a surprising trend emerges when we look at the age demographics of m-commerce users in the United States. 

The generation aged 30 to 49 is at the forefront, with 92% of them using their mobile devices for shopping. This is a bit higher than the 87% of users aged 18 to 29 who are also embracing m-commerce. (Source)

This shift could be due to a variety of factors. For one, the 30 to 49 age group is often in a more stable financial position, with more disposable income to spend on online shopping. 

They’re also more likely to have families, which can increase the need for the convenience that mobile shopping offers. Plus, this age group is tech-savvy enough to navigate mobile commerce platforms with ease. 

16. The Rise of Augmented Reality in Mobile Commerce

Augmented reality (AR) technology is making considerable strides in the mobile commerce industry. 

Back in 2016, the revenue generated from consumer standalone and embedded AR mobile apps worldwide was a notable $725.4 million—which has been on an upward trajectory since then. (Source)

This figure was just the beginning of an upward trend that has continued to revolutionize the way we interact with mobile commerce.

17. Mobile Commerce Dominates the APAC E-Commerce Landscape

In the Asia-Pacific (APAC) region, mobile commerce isn’t just a trend; it’s become the norm. In 2022, more than half of all e-commerce transactions were made on mobile devices across almost all countries in the region. 

The only exception was Japan, where mobile commerce accounted for 39% of e-commerce sales. But even in Japan, the convenience of shopping on smartphones and tablets is catching on fast.

Mobile Commerce Trends in APAC by Country, 2022-2026 (Source)

This growth of mobile commerce in the APAC region will likely continue. 

South Korea, in particular, is leading the charge. By 2026, it’s predicted that 77% of e-commerce sales in South Korea will be made through mobile devices. 

For businesses operating in the APAC region, these statistics highlight the importance of optimizing their online presence for mobile devices.

18. Dominance of Mobile in Paid Search Advertising

In the second quarter of 2021, mobile devices accounted for over two-thirds of total paid search ad clicks across major U.S. search properties like Google and Microsoft. (Source)

This statistic reveals the growing dominance of mobile in the online advertising ecosystem.

Advertisers are shifting their focus to these platforms as people increasingly turn to their smartphones and tablets for browsing and shopping. 

The Future of Shopping: Embracing the Global Mobile Commerce Surge

These global mobile commerce trends and statistics underscore that m-commerce isn’t just growing—it’s booming. With sales projected to reach trillions by 2024 and mobile devices becoming an integral part of our shopping habits, it’s clear that the future of commerce is in the palm of our hands. 

From the convenience of shopping apps to the influence of social media, the ecommerce and retail sectors are changing right before our eyes. 

The rise of mobile wallets, augmented reality, and voice shopping are just a few examples of how the shopping experience is becoming more accessible and personalized.

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The most Important objectives of Data Driven Marketing

Over 40% of brands plan to expand their data-driven marketing budgets whereas 88% of marketers surveyed use data obtained by third parties to enhance their understanding of each customer

Data Driven Marketing Strategies Companies Using to Improve Conversion Rates

64% of marketing executives “strongly agree” that data-driven marketing is crucial in the economy

49% of marketers feel “significant pressure” to increase data’s role in their current strategy whereas  87% of marketers consider data their organization’s most underutilized asset

54% of companies say their biggest challenge to data-driven marketing success is the lack of data quality and completeness

More than three-quarters (77%) of respondents believe that they’ve had a somewhat or significant increase in access to useful data over the past year  but only 49% of respondents reported being somewhat or very effective at using data-informed insights to guide future strategy

Biggest Challenges of Data Driven Marketing

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80% of marketing automation users saw an increase in the number of leads using marketing automation software, and 77% had an increase in conversions. 91% of marketing automation users agree it is “very important” to the overall success of their online marketing activities. Check out our infographic, ” The Rise of Marketing Automation,” for the latest marketing automation statistics and trends.

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Four in five users increased their leads by using marketing automation software, and almost as many (77%) saw an increase in conversions.

63% of marketers plan to increase their marketing automation budget this year

74% of respondents said the technology’s ability to save them time was its largest benefit

92% of users said their main goal was to improve their qualified lead pipeline, closely followed by customer retention (81%) and the lead nurturing process (66%)

58% of industry leaders using marketing automation say that conversion rate and revenue generated are the most useful metrics to measure

27% of companies say they still consider themselves “new” to marketing automation, whereas 86% of marketers consider “ease of use” to be the most important factor when evaluating automation tools

The most important strategic goal of marketing automation strategy

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40% of consumers do not care whether a chatbot or a real human helps them as long as they are getting the help they need. Chatbots can save up to 30% in customer support costs and can help businesses save on customer service costs by speeding up response times and answering up to 80% of routine questions. Check out our infographic on chatbots in customer service industry for latest statistics and trends.

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34% of executives say the time they freed up using chatbots allows them to focus on deep thinking and creating

40% of consumers don’t care whether a chatbot or a person answers their customer service questions

Top benefits of Chatbots according to customers

Top Ways Consumers Are Using Chatbots

Acceptance of artificial intelligence chatbots by customer (by Industry)

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Check out our infographic to know about the growing importance of social media influencers and how social media influencers impact online buying decisions.

Infographic by- Invesp Conversion Rate Optimization Company

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70% of teenagers say they trust influencers more than traditional celebrities.

40% of people say they have purchased a product online as a result of seeing it being used by an influencer on social media.

49% of consumers rely on product recommendations shared by influencers for their purchases

72% of customers trust a business more after it is recommended by an influencer

Consumers Trust Influencers 94% More than Friends or Family When Making Shopping Decisions

92% of shoppers trust influencer reviews over classic ads and celebrity endorsements

33% of those participating in the survey admitted that social media influencers are their most trusted sources for shopping

43% of respondents said authenticity was the top reason to “trust” an influencer; 39% said the expertise of the influencer would make them trust the endorsement.

44% of all respondents said they have considered purchasing a product or service based on a social influencer post

24% said they have recommended a product or service based on an influencer post.

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56% online consumers between the age of 18-34 years expect to have same day delivery. Whereas 61% consumers are willing to pay more for the same-day delivery

49% of shoppers say that same-day delivery makes them more likely to shop online

96% of customers consider “fast delivery” to mean same-day delivery

80% of shoppers surveyed want same-day shipping, while 61% want their packages even faster — within 1-3 hours of placing an order.

More than 25% of shoppers would abandon a cart online if same-day shipping wasn’t available

Top two reasons for using same-day delivery:

%age of Global online shoppers that would abandon an order if same delivery wasn’t an option (By category)

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87% of in-store shoppers look for information online before shopping, 79% while visiting store and 35% after visiting a store.

2 in 3 shoppers who tried to find information within a store didn’t find all the info they need.

71% of in-store shoppers use smartphones for online research say their device has become more important to their in-store experience.

3 in 4 in-store shoppers who find local information in search results are more likely to visit stores.

Estimated 56% in-store sales are influenced by a digital interaction.

Estimated Digital Influence on In-store Shopping by Category

How often consumers research product prior to shopping in brick and mortar store ( By age)

How often consumers research product prior to shopping in brick and mortar store ( By gender)

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73% of customers find live chat to be the most satisfying way of communicating with a business

42% of customers selected live chat as their preferred method of giving contact information, higher than any other lead generating method

With customer satisfaction rate of 92%, live chat generates more leads than phone, email or social media support

44% of online consumers say that having questions answered by a live person while in the middle of an online purchase is one of the most important features a Web site can offer.

63% of consumers are more likely to return to a website that offers live chat

73% of customers were satisfied with their live chat experience compared to email (51%) and phone (44%)

77% of customers won’t make a purchase if there’s no live chat support

Chatters spend 60% more per purchase than non-chatters.

38% of customers have said that they have made a purchase due to a good live chat session itself

Addition of live chat software to a website typically causes a 20% increase in conversion. Chatters are 2.8x more likely to convert than visitors who don’t chat

Top Reasons why Live Chat is Preferred

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