Recent research has shown that only a few U.S. internet users want to shop for the holidays directly on social media this year. It’s much more likely they’ll seek deals and product information via email.
And that’s all right with retailers, who still prefer the channel to drive social commerce.
Retail TouchPoints research in May discovered that retailers “appear to be getting their social commerce strategies together after several years of false starts,” with more than 70 percent of retail execs worldwide saying their firms had a strategy in place.
The upshot: those who do have a strategy are likely to rely on email — a tested and understood marketing tactic.
“More than eight in 10 (chose email), compared to 77 percent who planned to promote social commerce via social channels,” according to eMarketer. “Fewer than half planned to publicize their social commerce programs on their own ecommerce sites, while 30 percent would do so in-store at the point of sale.”