Study : social commerce, eh? What’s that?!

Posted by Merchenta on February 8, 2011

A recent study of UK social media users by Lightspeed Research for Figaro Digital throws some light on not just why people use social media for eCommerce, but – crucially – why they don’t.

By far the largest group of consumers who are yet to experience social commerce, simply didn’t know it was possible. Despite a push by brands over the past 18 months to establish social media strategies, it appears that – in the UK, at least – there is still some way to go before consumers can readily buy stuff online via a social network.

Of those polled, only a third had made a purchase over social media.

This is a massive opportunity for retailers – if only a third of the UK’s estimated 24 million Facebook users have purchased something, the other 16 million consumers look like an increasingly attractive community.

Of the remaining two-thirds, a variety of reasons were cited for not having used social commerce :

  • 25% didn’t know it was possible to buy from social media sites
  • 19% didn’t see anything ‘worth buying’
  • 10% had security concerns
  • 7% preferred traditional online retail stores

With many organisations grappling with the challenges of multi-channel commerce across mail order, High Street & online, it looks like a social commerce has yet to become established in online retail strategy.

Perhaps unsurprisingly, Jon Fortgang of Figaro concluded :

a focussed, industry-wide educational programme might be in order

At Merchenta we can help brands and retailers deploy integrated social commerce stores on Facebook and other social media networks. Our off-the-shelf MiniStores enable brands & retailers to establish a social commerce presence quickly and easily, without abandoning their existing investment eCommerce infrastructure.

 

 

Trusted by brands, big & small

Our clients range from niche eCommerce retailers to large global brands. In common – a shared focus on results.

See case studies

With Merchenta’s consumer engagement analytics, we can track when consumers are engaging with our ads. We only pay for performance when consumers engage with our ads. Merchenta is transparent, accountable and delivers great RoI.