To enhance consumers’ shopping confidence, have you arranged UGC and trial products?

Social media platforms allow consumers to complete purchases from their mobile devices at home. According to a global study conducted by technology company Bazaarvoice, more than one-third of global shoppers have made a purchase on social media in the past year .

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

In addition, the study also found that social e-commerce is more popular in the UK ( 33%) than in other European countries such as France ( 28%) and Germany (30%) . Data shows that nearly a quarter ( 23%) of British 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 they value when shopping in stores is being able to touch, see and try on products.

User-generated content ( UGC) is effective in attracting consumers . When British consumers shop on a brand or retailer’s website, 37% will not buy if there is no available UGC (reviews, photos, etc.) on the product page they browse .

At the same time , 48 % of consumers specifically search for photos shared by customers on product pages , while some consumers also search for images of the 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 of online shopping in terms of user experience . 87% of British consumers are happy 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 had tried products, and 63% of respondents said they had purchased the products they had tried. Among consumers who purchased samples, 97% of respondents also bought other products of the brand because they liked the product .

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

Therefore, sellers can enhance other consumers’ shopping confidence by sharing real user-generated content or providing samples.

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