British consumers don’t yet trust social commerce, new study finds
Social commerce is the use of social media in the context of e-commerce transactions. In other words, it’s using platforms like Instagram and Snapchat to shop. More and more social platforms are adapting their apps to allows consumers to shop directly from them, but a study by British retailer OnBuy.com reveals UK citizens are sceptical about social commerce and don’t yet feel they can shop this year. The results illustrate Britons are far less trusting of shopping on social media, compared to countries like China where 70% of Gen Zers now opt to buy direct from social. If they were going to shop on a social platform, British consumers are most open to purchasing items directly from Instagram (59%), followed by Facebook (27%) and Pinterest (20%.) However, over a third (34%) of Brits say they would not be open to purchasing items through social media and only 17% of British consumers have used a social buy button. When asked, “If you have never used a social buy