New research reveals consumers have mixed views on social commerce

by | Oct 9, 2018 | Public Relations

While overall social media use clearly remains high among consumers, concerns related to security, privacy, and legitimacy are sabotaging social commerce, reveals a new study from digital commerce consulting firm SUMO Heavy exploring the impact of social media on consumer behavior and how emerging social features like messaging chatbots can better serve brands and retailers.

The 2018 Social Commerce Revisited report is based on a nationwide survey of consumers, aiming to identify how people interact with different social channels and technology during their online shopping journey. The survey revisits questions posed in the firm’s 2016 Social Commerce Survey and compares the results to the realities of social commerce behavior and adoption in 2018.

Interactions with messaging chatbots remain low in number, but they have been received positively by consumers. Familiarity with conversational commerce, or shopping through chatbots on messaging apps, remains low, though use was expected to increase.

New research reveals consumers have mixed views on social commerce

Social media’s influence is on the rise, but social commerce transactions have stalled

Fifty-eight percent of respondents said social media influences their purchasing decisions today, compared to 45 percent in 2016. Despite the recent hype around social commerce—a method of shopping directly through a social media platform like Instagram’s “Shoppable Tags”—82 percent of consumers have yet to transact using social buy buttons or other forms of social commerce.

Vector illustration of raised hands holding smart phones with icons of e-commerce, chart finance, e-mail, photo and video, map of world and lamp. Concepts marketing, business and communications. New research reveals consumers have mixed views on social commerce

Consumer awareness is high but so are concerns

Eighty percent of shoppers are familiar with social commerce, but security and privacy concerns keep them from transacting.

Chatbots are gaining favor as a trusted resource

Seventy-two percent of people who have used chatbots find them to be helpful and informative. Better yet, 74 percent of shoppers are now open to making a purchase through a chatbot, compared to 55 percent in 2016.

“It’s no surprise that social media use is as high as ever. Checking and updating these platforms has become a daily routine for the average consumer,” says Bart Mroz, co-founder and CEO of SUMO Heavy, in a news release. “But ethical concerns regarding privacy and user data have made consumers skeptical when it comes to making transactions via social channels or chatbots. The niche audience of consumers who have had positive experiences, however, signals a future increase in adoption as they become more aware of the benefits of social media shopping and conversational commerce.”

Social commerce transactions have stalled

Data from the new survey suggests that brands and retailers must continue to leverage social media channels in new ways to market and sell to their customers. While most shoppers have yet to transact directly through these channels, businesses should look to invest in the future of social media shopping and emerging social technology as overall consumer sentiment evolves from neutral to positive in the coming years.

Download the full report here.

The survey, conducted in May 2018, includes responses from 1,046 U.S. consumers ages 18 and over. 53 percent of respondents identify as women and 47 percent identify as men.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter


7 benefits of building authentic relationships with influencers

7 benefits of building authentic relationships with influencers

In today's digital landscape, influencer marketing stands as a formidable tool for brands aiming to reach target audiences and build brand awareness. However, just investing in popular influencers isn't enough. Consumers are looking for authenticity and can easily...

Maximizing the impact of influencer marketing on consumer behavior

Maximizing the impact of influencer marketing on consumer behavior

Influencer marketing has emerged as a pivotal strategy in modern digital advertising, leveraging the popularity and authority of individuals with large followings on social media platforms to promote products and services. Unlike traditional celebrity endorsements,...