Highlights from the information above includes:
"It just really says that a high percentage of social media users also purchase products online."
- 56% of people surveyed said that they follow brands on social media to 'see proucts'
- A decent percentage of users said they would like to be able to buy products directly through social media platforms
So, it looks like the Social Commerce idea has some legs. But, let's take a look at a few other surveys before we jump to conclusions.
"Over half of these users revert to the search engines to begin researching their desired products."
- 44% said 'Easy returns policy'
- 38% said 'Quick and easy checkout'
- 37% said 'Financial rewards/incentives'
- 29% said 'Next day delivery'
- 19% said 'The chance to buy something as a guest'
- 13% said 'Click and collect facilities'
"Only 4% said 'The chance to buy something on a social network."and;
In this survey;
"Only 10% of users said a Buy Button on a social network would make them more likely to purchase a product."
Looking to Pinterest as an example
Although the above information starts to sound like Social Commerce may not fair so well after all, we can look to Pinterest to see how powerful it can really be:
- As of October 2015 there were over 60 million shoppable pins
- Such Pins can be integrated with Etsy and now IBM Commerce, Bigcommerce and Magento
These purchases are obviously being completed through third party carts, but the transaction is still being completed on the network so it shows us clearly what can be achieved.
What can we take away from this?
Well, here are the key takeaways, as I see them anyway:
- Social media platforms clearly have a ready audience that they could target with 'Buy Now' buttons or similar
- Some social media users say they would indeed use these if they were available
- Most social media users begin their product research through a search engine
However, in my opinion it most certainly will and if you sell products you should at least be ready to look at the option when it becomes more readily available on the major networks (and, if your product fits the Pinterest network well, you should look at starting here).
Thanks for reading,
By Alan MacDougall
Got a nagging marketing question? Ask me here.
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Revenue Builder is a small business marketing strategy advice blog, written to help small business owners and startups maximise sales revenue.