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Many Americans embrace ecommerce, but not buying on networking sites

January 30, 2013

Few consumers are embracing making purchases on social media.

A large amount of Americans have bought at least one item using an online credit card terminal, whether it was because they couldn’t find what they were looking for in store or because their favorite brand was holding an online only sale. For many savvy shoppers, making purchases online is nothing new. 

That said, few consumers are embracing making purchases on social media. While the majority of adults in the United States might have a Facebook account, not many are using them to buy from even their favorite brands, instead opting to visit company sites or brick-and-mortar stores. 

According to a recent PricewaterhouseCoopers survey, while nearly 59 percent of Americans use social media accounts to follow their favorite brands, only 8.5 percent have bought from them. 

Should retailers focus their efforts, they may find themselves successful at selling to consumers on social networking websites, thereby boosting revenue. BusinessNewsDaily reported that retailers are actually more popular than celebrities on social media platforms, as they have more followers or fans, citing a WSL/Strategic study. The report indicated that 61 percent of account holders have shown interest in store pages, beating out celebrity and television accounts. 

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