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Social commerce puts both retailers and consumers like castanets

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Social networks have managed to metamorphose into an important sales channel for companies from all corners of the planet. In many cases, the products that are sheltered under the beatific shadow of social commerce are promoted by creators who, relying on their captivating influence, incite the consumer’s desire to buy.

In two different studies, the software provider Bazaarvoice puts social commerce under the spotlight and the way in which this trend (already turned into a real “hype”) impacts both retailers and consumers.

The first of the reports, “State of Retail 2021”, was carried out in October and November of last year and involved interviews with 8,513 consumers from the United States, United Kingdom, Australia, France, Canada and Germany and 505 retailers and brands different.

This research infers that social commerce is currently an important (40%) or very important (27%) part of their online strategy for 67% of retailers.

Looking ahead to the next three years, most retailers (70%) also predict that social commerce will continue to play an important or very important role in their online strategies.

The growing attachment that retailers show for social commerce is perfectly aligned with the preferences of consumers, who have also surrendered to the charms of this trend. 31% of consumers value being able to buy through 2.0 platforms.

Social commerce has strongly hit the growth spurt since the pandemic entered the scene
Along these same lines, 18% of consumers admit that the posts published by retailers and brands on social networks are relevant when making their purchasing decisions.

60% of consumers would also like brands and retailers to show photos and videos of other customers using their products on social media and on their websites.

The pandemic appears to have had a soothing effect on social commerce. 17% of consumers admit to buying more through social media since the start of the pandemic. And 86% say they want to keep their shopping habits unchanged after the end of the coronavirus crisis.

“Shopper Experience Index 2021”, a second study undertaken by Bazaarvoice in the United States, United Kingdom, Australia, France, Canada and Germany, concludes, on the other hand, that 31% of the more than 6,000 consumers consulted bought a product through of social networks during the last twelve months.

When carrying out transactions on social media, factors such as the presentation of the product (31%) and the simplification of the purchase process (27%) are absolutely decisive factors.

From the results put on the table by Bazaarvoice, it can be inferred that brands and retailers will substantially boost the investments made in social commerce in the coming years. They thus follow in the footsteps of a consumer whom the pandemic threw into the arms of social networks as an inspiring sales channel.

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