A new report has shown that online shopping has become a team effort with the majority of customers consulting product reviews and social media before purchase.
Online shopping is becoming more collaborative, with customers turning to peer reviews and social media before purchase, according to ChannelAdvisor?s latest Global Consumer Shopping Habits survey. The research, which included respondents from North America, Europe and Australia, found that active online shoppers are relying more heavily on online product reviews during the pre-purchase process in the lead up to the holiday season. The research also revealed that more customers are directly engaging with vendors through social media sites such as Facebook and Google +, with 53% considering comments on the retailer?s Facebook or Twitter page before making buying decisions.
?The development of emerging channels within the past year is staggering, supporting our belief that these channels are more than just passing trends. The survey reveals how influential social networks have become, as well as their potential to drive e-commerce moving forward,? said Scot Wingo, ChannelAdvisor?s Chief Executive Officer.
Retailers who have addressed the role social plays in engaging customers are seeing results, with 34% of respondents confirming that they have become fans of retailer on Facebook with a further 83% stating that they are more likely to visit an online store after recommendation from a Facebook friend.
?Peer-based product reviews are also one of the most important factors in the buying decisions of online shoppers,? added Mark Gray, Managing Director of ChannelAdvisor, Asia Pacific.?Ninety percent of shoppers around the world who answered the survey said they read product reviews from other shoppers before buying, with 83 percent saying the reviews affect whether they actually purchase an item.?
The report also found that Google continues to be the starting point for online shoppers conducting product searches and that transactions made via the mobile phone have more than tripled in the last year. Interestingly, 30% of worldwide shoppers say that they are using barcode-scanning applications such as RedLaser to determine prices and availability.
?Consumers are increasingly diversifying the places they shop online, which is reflected within this survey and further highlights the need for retailers to expand their reach on every e-commerce channel, including mobile and social,? said Wingo.
Article by Neha Kale
Neha is a writer and editor for The Media Pad, publisher of Power Retail. She has a background in business, arts and film journalism and an interest in new media and digital strategy. She is looking forward to exploring how retailers are impacted by the online space for Power Retail. Neha is a magazine junkie whose other addictions include coffee, travel and live music. She likes to run but has a long-time allergy to team sports.
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