With the average person spending 2.5 hours on social media every day, it’s not surprising that social media is taking an ever-larger share of marketers’ budgets. But when it comes to actually making sales, social media still lags behind traditional ecommerce platforms.
While 48% of online shoppers think social media is a great way to learn about new products, only 12% think it’s a great way to buy new products. In fact, 71% of online shoppers prefer to purchase on brand websites. The reasons why give a hint at the kinds of experience improvements needed in order to make social commerce truly viable, including:
- Poor website landing experiences when attempting to link from social networks (a problem for 81% of social shoppers); and
- Out-of-stock and inventory issues, further exacerbated by social network promotions that heighten exposure, interest and traffic (98%).