To Enhance Consumers’ Shopping Confidence, Have You Arranged UGC And Trial Products?

Through social media platforms, consumers can complete purchases from home using their mobile devices. More than a third of global shoppers made a purchase on social media in the past year, according to global research conducted by technology company Bazaarvoice.

In terms of age, 43% of consumers aged 18-24 have purchased products on social media, and 47% of consumers aged 25-34 have purchased products on social media.

In addition, the study also found that social e-commerce is more popular in the UK (33%) compared with other European countries such as France (28%) and Germany (30%). Figures show that nearly a quarter (23%) of UK shoppers are now using social media to discover new products.

It is foreseeable that this trend will continue to develop. However, 44% of British consumers said that shopping in physical stores can achieve the most intimate contact with brands, and 47% of British consumers said that the most important thing about in-store shopping is being able to touch, see and try on products.

User-generated content (UGC) can effectively attract consumers. When British consumers shop on a brand or retailer’s website, if there is no UGC (reviews, photos, etc.) available on the product page they are browsing, 37% British consumers won't buy.

At the same time, 48% of consumers specifically search for photos shared by customers on product pages, and some consumers search for pictures of this product on other websites (37%) and search engines (35%).

In addition, Bazaarvoice pointed out in the report that product trials can also make up for the shortcomings in user experience of online shopping. 87% of British consumers are willing to accept free samples; 51% of consumers are willing to write reviews for free products they receive; and 28% of consumers will even share them on social media.

Bazaarvoice conducted a survey of community members who have received trial products. 63% of respondents said they purchased products they had tried. Among consumers who purchased trial products, 97% also purchased products because they liked them. This product, while purchasing other products of the brand.

According to Ed Hill, senior vice president of Europe, Middle East and Africa at Bazaarvoice, British consumers are more inclined to e-commerce than ever before, but consumers still value the experience of touching and feeling products.

Therefore, sellers can enhance other consumers’ shopping confidence by sharing authentic user-generated content or providing trial products.

Sellers who want to join the group for communication are welcome to add the editor's WeChat account Ennews_, and we will bring you into the independent seller communication group!