Comments on social media are becoming an increasingly popular source of recommendation when it comes to ecommerce. Author: Ashley Curtis
Comments on social media are becoming an increasingly popular source of recommendation when it comes to ecommerce.
That’s according to research published by social commerce research firm Reevoo, which suggests that friend recommendations and user reviews carry the greatest clout when it comes to shopping online, garnering 52 percent and 48 percent in the survey respectively.
Furthermore, 88 percent would always consult reviews before making an online payment while 60 percent added that they were much more likely to purchase a product from a site that carries such reviews.
As a result, only 22 percent would consult a sales assistant in the flesh before making a purchase while only 24 percent were swayed by advertisers.
Richard Anson, founder of Reevoo, commented on the figures: “Our research reveals an increasing sophistication in consumers’ use of multi-channel and social shopping tools. As well as the tools and technologies becoming more innovative, people’s browsing and buying behaviour is also changing.
“Whereas when social commerce was in its infancy people were happy to take reviews at face value, now consumers are becoming more discerning about who they’ll trust and which information sources they find most valuable for them,” he added.
Reevoo’s research follows a similar study by Eccomplished, cited by econsultancy.com, which suggests that 31 percent of those surveyed would read an online review before making a purchase.