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Social commerce leads to adoption of new tech: US survey

Sep '19
Pic: Shutterstock
Pic: Shutterstock
Social commerce ranked among the most-used emerging e-commerce behaviour by US consumers, far more than visual search, augmented or virtual reality (AR/VR) and voice commerce via smart speakers, according to an August survey conducted by Bizrate Insights. More than one-third of US consumer respondents said they had purchased products through social media.

Among the 66 per cent who had not engaged in social commerce, 27 per cent said they were at least somewhat interested in using it in the future. This was an increase from November 2018 polling, in which 29 per cent of respondents said they had made a social commerce transaction and 71 per cent said they had not.

Online retailers are incorporating a variety of emerging technology tools into their e-commerce platforms to engage customers. Social commerce has become one of the most talked-about practices, where consumers can make purchases directly through a brand's or retailer's social media page, according to a company release.

This could indicate early success for new social commerce features introduced on Instagram (‘Checkout by Instagram’), Pinterest and Snapchat (‘Shop and Cop’) during the same time period.

Bizrate Insights found that 13 per cent of US consumers now use visual search, compared with 9 per cent in November 2018. Among the technologies, visual search also generated the most interest among consumers, with 56 per cent of non-users claiming they were at least somewhat interested. (DS)

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September 2019

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