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May 21, 2013

Social Commerce Versus E-Commerce

By Heather Clancy

Did you know that roughly 80 percent of U.S. cyber-shoppers have had at least one purchasing decision influenced by a “friend” from within a social network?

That’s one of the data points included in a great infographic about social shopping compiled by Big Commerce, an e-commerce company that integrates social media capabilities closely with its platform.

Here are two other statistics that might be of interest to those of you mulling customer acquisition and retention strategies:

• 30 percent of us are more likely to respond to an offer from a brand when it is reposted by a social connection

• 44 percent are more likely to engage with branded content if it includes a photo (the number for video, intriguingly, is less at 37 percent)

To be fair, there are still a lot of things that matter way more in the world of online shopping than social media activity.

The most important factor, according to the research compiled by Big Commerce, is competitive pricing – at least for 80 percent of the online buying public. That compares with just 18 percent for social advice.

Other factors that matter more than social activity when it comes to an online buying decision are delivery speed, loyalty rewards programs and online reviews (not necessarily from someone you know).

So, while social is increasingly important, there are lots of other things that retailers need to get right first when it comes to the foundation of their basic merchandising and transaction strategies.

Here’s the entire infographic, courtesy of Big Commerce.

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