88% of customers want more authentic social commerce experiences

Anne Freer | September 20, 2021

Mobile Advertising

Lockdowns have undoubtedly changed the way we shop and communicate. Social commerce emerged as one of the leading topics last year as shoppers were confined to their homes and increasingly used their smartphones to purchase groceries and other goods.

Now, 88% of consumers say that authenticity is among the most important factors when deciding which brands they will support.

A new report by Stackla highlights that while 67% of consumers said their online purchasing rose since the start of the pandemic, 91% plan to continue to shop online.

Meanwhile, time on social media rose 72% among consumers. But this has affected how they want to engage with brands and the types of commerce experiences they’re looking for.

72% of consumers said hey were more likely to purchase from a brand offering a personalised experience, while 83% want to see more authenticity from retailers throughout.

For 59% this includes user-generated content. Indeed, the majority of consumers find that photos and videos posted by real customers influences their buying decisions the most. And that’s exactly what they’re now expecting from brand and retailers.

Social media is of benefit particularly to new brands as 66% of consumers were inspired by social post to make a purchase.

Some 43% of consumers also plans to engage with brands in the future on the basis of their shared videos and photos.

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