Exclusivity, simplicity and security may be the keys for brands hoping to make sales on Facebook, a study by Havas Media Social and Lightspeed Research suggests.
In the study, 25% of consumers said they would buy a product via social media if it were not offered anywhere else. A further 11% said they would buy something if it were only offered to fans of a brand.
Other key factors were:
Ease of use: 17% would buy from social media if it were simpler than traditional ecommerce sites.
Trust: 22% would shop on Facebook providing they know and trust the brand.
Security: 44% believed social media shopping was less secure than buying from a trusted brand’s site.
While social media has the potential to reach millions of people, 65% of consumers said they would not be willing to buy big-ticket items on social networks.
Only 6% would be happy to buy a holiday on a social platform, with most people only willing to spend between £1 and £50.
The best way to get people more comfortable with social buying could be offering targeted advertisements – 70% of consumers said they would be more likely to buy if they were offered advertising based on what they like and friends recommendations.