According to the latest research conducted by Hanvas Media and Social Lightspeed, brands need to understand the consumer much more before launching into social commerce. The study found that while the industry is hailing social commerce as the next great revolution, it seems that they have not yet seen that 89% of people have not bought anything through Facebook and what is worse, 44% have not yet He is interested in doing it.
The research shows that consumers are concerned about security and this is one of the main reasons why they would choose not to make purchases through a social network, highlighting at the same time the need to educate them with more information about what social commerce is and how to do it
Also, 65% of respondents said they would not be willing to buy high-value items through social networks, but would invest between € 1 and € 55. They also reported that the special offers they usually advertise on Facebook or other networks, prefer to exchange them on the official websites of a brand, and not on the social networks where they have seen them.
Amy Kean, director of Hanvas Media said that “based on the industry’s predictions and the pace of innovation in this space, social commerce is likely to become a reality, but even brands have a lot of work ahead of them, mainly to understand the behavior of people in social networks because that is where the problem and mistrust are, and not in technology. “