Marketers to Explore Social Shopping Options

Consumers are accessing the web like never before now that they have capable mobile devices. While  some of their daily activity is all about messaging and keeping in touch with friends, they are also checking out retail sites. And industry analysts predict that retailers may soon roll out ways to shop via social media sites.

These predictions stem from analyst observations about current consumer interaction with retailers online. For example, the 2011 Social Commerce Study, published jointly by Shop​.org, comScore and Social Shopping Labs, highlights just how many marketers could ‘monetize their brands’.

  • Consumers who click to retail websites because of Facebook post: 56%
  • Consumers who click to retail websites because of Twitter post: 67%
  • Consumers who would like to purchase directly through Facebook: 35%
  • Consumers who would like to purchase directly through Twitter: 32%

Fiona Swerdlow, Head of Research at Shop​.org, says consumers are no longer waiting to get back home or back to work to watch videos or interact online. “The popularity of mobile devices will only boost the power of social commerce, which presents an incredible opportunity for retailers.”

Group-​buying sites could also encourage marketers to expand into social mobile selling. Nearly 20% of surveyed consumers have already made purchases through group-​buying sites. More than half of group-​buying consumers spend over $100 through these specialized sites when they make a purchase. And they appear to be most interested in food and beverage (18%), entertainment (16%) and personal care (12%).  Peter Leech, founder, Social Shopping Labs, expects to see retailers start to experiment with their own group buying programs and possibly use their Facebook pages to do so.

This development would boost the popularity of shopping through social media and could be a huge growth channel in the near future.

[Source: Shoppers Want to Buy via Facebook and Twitter. Consumergoods​.edgl​.com. 1 Jun. 2011. Web. 14 Jun. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.