What Customers Say: Limitations Of Social Commerce

Like any areas of growth and improvement, there are also limitations of social commerce. As we know, there are more benefits than risks. But, it’s important to know why customers don’t love social commerce. So, here are two of the biggest of the reasons!

Users Aren’t Getting Authentic and Engaging Content

A study was conducted by Hootsuite, Econsultancy, and the Magento eCommerce platform. 57 percent of companies “strongly agree” that they engage with their customers’ online content regularly. Meanwhile, only 31 percent of consumers “strongly agree” that brands engage positively with their social media posts.

In the meantime, according to a Stackla poll, 90 percent of consumers value brand authenticity. Meanwhile, 92 percent of marketers believe the material they create is real.

However, fewer than half of all sponsored material resonates with consumers, according to 51%. Thus, there is a significant gap between what customers desire on social media and what companies can or will give.

There is also a gap between the platforms used by brands and those used by consumers.

In Southeast Asia, for example, 95% of consumers use YouTube and 71% use WhatsApp, yet only 20% of marketers use these same platforms. Again, it demonstrates that consumers are not successfully marketed on social media.

When social commerce isn’t done right, it provides a sterile experience for customers. You want to have a rich and participatory one instead.

People Are Wary About Entrusting Their Personal Information

Shoppers are generally skeptical of social media. According to a Malwarebytes survey, up to 95% of individuals don’t trust social media for various reasons.

For instance, the capacity to secure any personal data that users must leave with them. That information needed if they want to purchase on social media hidden agendas social networks may have.

Also, 87 percent of respondents said they were unsure about providing personal information online.

We all share data online regularly as internet users. But, despite our loud protests, we willingly and swiftly send over vast amounts of personal information to social media.

Of course, it doesn’t mean we like it. As you know, forcing customers to shop on social media would result in the polar opposite of a pleasurable shopping experience. Also, it may backfire a positive brand-customer connection.

The Last Word

For years, retail futurists have predicted increased capabilities/ Also, the use of social commerce. The pandemic may have aided in this.

But, it’s not the magic bullet that some failing high street stores hoped for. Or a wholesale replacement for eCommerce websites and brick-and-mortar stores.

You might be using social media as a primary or only sales channel. However, businesses wishing to sell things online should create their eCommerce store. Therefore, you can send clients from social media directly to your store.

Companies should build an Omnichannel approach. An approach that unifies all touchpoints between a business and its customers, as social media is just one of many.

When using social media for business, businesses should endeavor to provide consumers with enriching, human experiences or risk hurting their brand image.