Social media gaining pull in online shopping

New research on the future of retail has revealed that

the rising tide of online shopping is radically altering the shape the way in which consumers shop. The study by retail research specialist Conlumino on behalf of e-commerce partner Webloyalty, found that the rise of online and mobile shopping has led to more people using social media, price comparison websites and apps as part of the purchase process.

With 69 percent of consumers now members of social media websites, the research shows that 49 percent have interacted with a retailer through social media, bringing about the emergence of “social shoppers”.

Social networks are also increasingly being used by consumers to gather ideas and learn about new products and brands from their social connections. Over a third of consumers are now basing their purchasing decisions on customer reviews. The research suggests that by 2020, mobile shopping will play a part in a quarter of all purchases, either through price checking or direct purchases.

Commenting on the findings, Guy Chiswick, managing director of Webloyalty UK & Ireland, said: “The emergence and adoption of new digital channels means that retailers need to incorporate social media and mobile technologies into their store and multi-channel environments to actively engage and interact with their customers.” Neil Saunders of Conlumino added: “Social media will have a widening impact on the entire retail environment, with its role in the online shopping process growing in importance as the amount of data available on social media platforms enables experiences to be tailored specifically to the user’s interests and tastes.”