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Social commerce is going to be big in 2012 – or at least that’s what everyone keeps saying.
So why aren’t we all doing our clothes shopping on Facebook and tweeting pictures of all our latest purchases?
Social marketing company Argyle Social spoke to 566 online retailers ranging from big brands to niche sites to find out how the social commerce revolution is taking shape.
The results indicate that retailers have been somewhat slow on the uptake, with only 17% featuring products on their Facebook page and just 4% enabling check-out functionality.
Furthermore, less than a quarter (23%) of those surveyed offered users deals through Twitter, while 29% featured deals on Facebook.
Separate research we conducted with Toluna shows that 70% of consumers who follow brands on Facebook do so because they want to receive special offers, so the respondents to Argyle Social's survey appear to be misjudging what consumers expect in return for engaging with them through social media.