Acting On Social Commerce Imperatives

In the past year, retailers have really picked up the pace when it comes to social media strategies. Almost 60% of retailers now report having a social media strategy in place, up from just less than half (48.5%) in 2012. This data is based on the 2013 survey from Retail TouchPoints, titled: Social Commerce Imperatives, which is a follow-up to last year’s The Push Toward Social Commerce study.

While 19.6% of retailers said they plan to add a social commerce strategy, 21.7% still have no plans to invest in social commerce (down slightly from 23.2% last year).

The primary reason for waiting to invest in social commerce is that “other priorities take precedence,” according to retailers surveyed. As many as 70% of retailers stated that they do not have a strategy in place and do not “plan to add.” Although among the respondents stating they do “plan to add,” 77.8% said the strategy will be in place within one year. 

The following survey report sets the stage for retailers who are seeking to kick off a new social commerce strategy or improve upon a strategy already in place. Some key topics addressed in the survey include:


  • Percentage of sales attributed to social commerce today and by 2015;
  • The value of the Facebook storefront;
  • An analysis of third-party social channels;
  • Vehicles used to market social commerce to customers; and
  • Most significant social commerce challenges.

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