31% of social media users make purchases from influencer posts

Fifty-two percent of social media users have previously clicked on an influencer’s post with 31% making a direct purchase from a post.

That’s according to new research by Episerver, the digital marketing company, which asked online shoppers about their preferences and reasons for shopping online and on mobile devices.

It found that just 20% of consumers know what they want to purchase before committing to buy online, providing ample opportunity for brands to make recommendations.

Eighty-three percent of online shoppers don’t necessarily flock to a website to make a purchase. Instead they may research products (33%) or compare prices (22%).

But expectations have grown and the modern consumer now demands free shipping (67%), shipping tracking features (61%) and return information (52%).


At the same time, bad content experiences have a major effect on shoppers with 98% saying it would stop them from shopping on a retailer’s website. A quarter would not even return to the brand’s website.

“Companies can rely on content marketing strategies to educate and nudge shoppers toward engagement or purchase. Although brands and retailers cannot completely replicate tactile in-store experiences online, robust visual and textual descriptions supplement this information-seeking process. When content is also user generated, inspirational and connected to a customer’s personal life, companies can win over all types of shoppers,” the report says.

Forty-four percent of shoppers say they often compare brand products to what’s available on Amazon. Another 24% do so every time they shop and 19% rarely.

Forty-two percent of shoppers have previously clicked on a social media ad, but never made a purchase. Meanwhile, 21% have previously made purchases from a social media ad.


“Companies like Amazon lack a strong social presence, and brands and retailers that invest in social media strategies can use the channel to reach consumers before they even consider Amazon or other marketplaces,” Episerver wrote.

Although personalisation is a nice touch to any shopping experience, consumers are more concerned about their privacy these days (93%).

This means marketers must be able to strike a balance between the two to ensure customers keep returning.

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