Why Consumers Still Hesitate to Shop on Social Media Platforms [New Data]

If you’ve been on social media lately, you know shopping has taken center stage on most platforms.If you’ve been on social media lately, you know shopping has taken center stage on most platforms. But, social commerce is a controversial topic — some people love it, others are exhausted by product placements everywhere. And, in our latest research, we discovered that people don’t trust the social media apps they use daily to handle their purchases. How Consumers Feel About Social Media Shopping For starters, just 41% of social media users feel comfortable buying products directly on social apps, and only 37% trust platforms with their card info. And when it comes to the products sold directly on social platforms, just 21% of social media users view them as high-quality. Still, around one in five social media users buy on social media regularly, and 75% of those shoppers say they’re satisfied with their latest purchase. So why are people so suspicious of social shopping? Let’s take a look at the biggest concerns consumers have with shopping on social, how you can address them, and which platforms are most trusted for shopping. The Biggest Social Shopping Concerns By far, the biggest concern of consumers is that companies selling products directly on social media aren’t legitimate or could be scamming customers. As mentioned above, suspicions regarding the quality of the product and sharing card information with social platforms also play a huge role. On top of that, one-third of social media users are concerned that their purchase will never be delivered, and the same amount worry about the item will not be as described when and if they do get it. What Can Social Sellers Do to Build Trust? 1. Make and Stand By Customer Promises First, directly address common consumer objections or concerns by promising and following through on guarantees like: a set, transparent, and explainable shipping speed Refunds and/or replacement warranties Customer service availability (ideally on multiple channels) While this step is a foundational standard that most businesses should follow, the promises above won’t be enough to gain full trust, especially if you’re a brand selling exclusively on social. 2. Build Community The next step is to foster a trusting community with your audience. You can do this by responding to their comments or questions, addressing concerns in review responses, and asking your community for feedback. You should also aim to build content strategies fueled with funny, relatable, and valuable posts that are relevant to your prospects and show the humanity behind your brand, without making the content feel like an advertisement. For example, if you sell peanut butter, make a poll on your story about crunchy vs. smooth to end the debate once and for all. Or create a short video chock-full of fun facts about peanuts: (Did you know astronaut Alan Shepard once brought a peanut to the moon and back?). Encourage Customer Engagement and UGC Time and time again, research has shown that word of mouth, recommendations from loved

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