To enhance consumers’ shopping confidence, have you arranged UGC and trial products?

To enhance consumers’ shopping confidence, have you arranged UGC and trial products?

Social media platforms allow consumers to complete purchases from their mobile devices at home. According to a global study conducted by technology company Bazaarvoice, more than one-third of global shoppers have made a purchase on social media in the past year .


In terms of age , consumers aged 18-24 accounted for 43% and consumers aged 25-34 accounted for 47% who had purchased products on social media .


In addition, the study also found that social e-commerce is more popular in the UK ( 33%) than in other European countries such as France ( 28%) and Germany (30%) . Data shows that nearly a quarter ( 23%) of British shoppers are now using social media to discover new products.


It is foreseeable that this trend will continue to develop. However, 44% of British consumers said that shopping in physical stores can achieve the most intimate contact with brands, and 47% of British consumers said that the most important thing they value when shopping in stores is being able to touch, see and try on products.


User-generated content ( UGC) is effective in attracting consumers . When British consumers shop on a brand or retailer’s website, 37% will not buy if there is no available UGC (reviews, photos, etc.) on the product page they browse .


At the same time , 48 % of consumers specifically search for photos shared by customers on product pages , while some consumers also search for images of the product on other websites ( 37%) and search engines (35%).


In addition, Bazaarvoice pointed out in the report that product trials can also make up for the shortcomings of online shopping in terms of user experience . 87% of British consumers are happy to accept free samples; 51% of consumers are willing to write reviews for free products they receive; and 28% of consumers will even share them on social media.  


Bazaarvoice conducted a survey of community members who had tried products, and 63% of respondents said they had purchased the products they had tried. Among consumers who purchased samples, 97% of respondents also bought other products of the brand because they liked the product .


According to Ed Hill, senior vice president of Bazaarvoice Europe, Middle East and Africa, UK consumers are more inclined towards e-commerce than ever before, but consumers still value the experience of touching and feeling a product.


Therefore, sellers can enhance other consumers’ shopping confidence by sharing real user-generated content or providing samples.


Sellers who want to join the group for communication, please add the editor’s WeChat Ennews_, and we will pull you into the independent station seller communication group!

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