Social commerce has grown a lot in that past few years, and yet it still hasn’t caught on among most consumers. Why is this so?
A report from Sumo Heavy Industries gives us some idea of this. The report shows that social influences purchase decisions with 50% of respondents saying this. 24% of respondents also use social as a source of information about products and services. So, social plays a major role in the purchasing process – what factors have hindered the adoption of social commerce?
According the report, users are reluctant to make purchases through social, with 47% saying they had made a purchase after seeing a product or service on social media. Only 1 in 5 respondents had actually made a purchase through social media. Most users on social media are generally sceptical of buying things on social networks because they don’t feel that the transactions are secure enough.
In fact, 77% of respondents said they don’t shop on social media because of this. Also, 66% of respondents worry about the privacy of their purchase transaction. It seems that businesses (and social networks alike) need to reassure consumers that social commerce is safe. 65% of respondents weren’t even sure if their transactions were valid. 30% of respondents say they would like to be educated about the process.
You can find the above information and much more, in the report which you can download here.