Bazaarvoice research highlights rise of social shopping

The number of consumers who place high importance on discovering and purchasing directly through social media platforms has risen by 38% in 12 months, according to research by Bazaarvoice.

The company surveyed more than 2,000 shoppers across the UK, US, France and Germany. One third of Brits said the ability to find and buy products was of critical importance to their experience of Facebook, Instagram et al.

The research also gathered insights from 500 of Bazaarvoice’s clients. Of the UK brands and retailers surveyed, 91% agreed that visual content makes for a more engaging shopping experience. Moreover, respondents also referenced additional benefits, such as enhanced discoverability (86%), deepened brand trust (77%), and increased conversion (73%).

Visual content created and shared through social platforms carries huge value to brands in the wider ecosystem. 27% of UK-based clients reported featuring visual content from social media on product pages, and 53% plan to in the near future.

Joe Rohrlich, CRO, Bazaarvoice, says: “The retail landscape has continued to shift over the last year, as modern consumers seek unique shopping experiences, new engagement and purchase channels and an increased level of brand and product transparency and authenticity. Brands and retailers that recognise these evolving preferences and deliver informative, interactive experiences online and offline can both retain their existing customers and attract new ones.”