ECONOMÍA DIGITAL 82% Of Consumers Don’t Use Social Commerce

26 de Septiembre, 2018

Tiempo estimado de lectura: 2 minutos

Social media is becoming an important channel for retailers to reach consumers, playing a big role in product discovery and research.

Snapchat, for example, has launched a visual product search feature that enables users to point their smartphone camera at an item, press and hold the screen, and then go to a listing for that product on Amazon. Meanwhile, Instagram has expanded shoppable Stories and is adding a shoppable channel to its Explore tab that will display shoppable posts from brands that users follow or that they might be interested in.

While social platforms are working to add new features, consumers have been slow to adopt social commerce so far. In 2018, 82% of consumers have yet to use a feature like a buy button to make a purchase directly through a social media site, according to a report from SUMO Heavy. This figure hasn’t changed since 2016, and only 20% of respondents said that they haven’t heard of shopping via social media, suggesting that a lack of awareness is not the reason for slow adoption. This also means, however, that 18% of consumers are already using social commerce features, and the 82% not using them represent a largely untapped resource if they can be swayed.

Security concerns are major barriers to adoption, while lack of customer support is an issue as well. The primary reasons that shoppers cite for not using social commerce are security, which is an issue for 71% of consumers, privacy (65%), and not knowing whether social media is a legitimate channel for a purchase (64%). Moreover, concerns regarding a lack of customer support were a factor for 36% of shoppers. This data suggests that social media platforms should make security and privacy policies comprehensive and clear, in addition to dedicating resources to handling shopper claims, in order to reassure customers that their purchases are protected and that any issues will be addressed.

Despite shopper concerns, new moves like those by Instagram and Snapchat may spur adoption by helping social commerce feel more natural. Instagram appears to be working to integrate shopping features into its platform as seamlessly as possible, adding shoppable functions to regular posts from brands and letting people who want to browse explore shoppable posts only from brands they like or might like. Additionally, Snapchat’s visual search feature is built right into the same viewfinder used for taking photos, meaning that it takes little extra effort to use. If customers start getting used to these subtle additions to the social media experience, they may become more comfortable with the overall concept of social commerce, leading to a bump in adoption.

Fuente: Business Insider

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