New York – According to recent study from market research firm Ipsos and post-purchase consumer experience software business AfterShip, trust and security have a big impact on how customers shop online, particularly on social commerce sites like Instagram Shopping and TikTok Shop.
According to a press release from AfterShip, the goal of its Shopper Sentiment Report is to “assist retailers and e-commerce merchants in comprehending and adjusting to changing consumer habits and expectations, especially in the context of emerging platforms.” The first report of the year examines customer preferences and behavior through social commerce, which incorporates online buying into social media platforms.
According to the report’s findings, 79% of Americans use social media on a weekly basis, and 63% think social commerce platforms are great for getting ideas and inspiration. However, the majority of consumers still favor more reputable outlets when making purchases. Overall, 76% of consumers peruse social media sites but make purchases via a retailer’s website, mainly because 41% are concerned about security and trust.
52% of people don’t trust social media platforms. However, 44% and 28% of people say they would use social commerce platforms if they felt safer and more trustworthy.
Arinze Okonkwo, head of customer success at AfterShip, stated that in order to foster trust, companies must offer a clear post-purchase procedure. “Strong customer experiences and repeat business are generated by consistent tracking updates and a transparent returns policy.”
However, younger generations are actively adopting social commerce in spite of trust difficulties, and they are more inclined to shop online in the future through social media platforms. According to the survey, 34 percent of 18 to 34-year-olds shop on social media once a week, and 65 percent are “likely to continue shopping on social media platforms in the future.” This is the highest rate among this age group. The probability is about 50%, or 49%, for those aged 35 to 54.
“Authentic reviews, thorough descriptions, and personalized product recommendations help shoppers visualize how products fit their lifestyle as they browse online for trends,” Okonkwo stated. Retailers should use their social media presence to promote items and foster trust, according to our research. We’re all learning as we go along, and social commerce is a developing aspect of e-commerce.
These results are from an online survey of 1,000 Americans who are at least 18 years old, performed by Ipsos using its proprietary panel. The study was conducted in the field between September 18 and 20, 2024. In accordance with census standards, quotas and weights were employed to guarantee that the sample accurately represented the U.S. population.
