Social media has persuaded only one in 20 people to purchase something online, according to research.
The Retail Trade Intelligence Report by eCommera revealed just 5.1% of people said they’d shopped on a particular website due to something they’d seen on a social network, while email drove 9% of people to buy something online.
According to the report, which polled more than 2,000 consumers, 36.2% of UK shoppers increased the amount they spent online in the past year, while 18.6% had spent less online.
UK consumers spend on average £71 a month shopping online, found the research.
Andrew McGregor, CEO of eCommera, said, “This shows signs of positive growth and I think it will encourage retailers to take their online strategy more seriously. They need to have measures in place to monitor and manage critical elements and decide how to optimise their sites. For most retailers repeat purchase is the engine of profitable growth.”
The research found only 9.3% of shoppers had never spent more than £50 on one transaction online. ECommera said this shows there’s a strong market for luxury and designer goods online.