In a recent article in RetailCustomerExperience.com, Taggstar CEO Marjorie Leonidas shared why social and the social proof are so important in eCommerce and how retailers can bring the social shopping experience into the purchase journey to elevate sales.
Recent data from Capital One Shopping revealed that TikTok has attracted 47 million shoppers who collectively spend an average of $32 million daily in the US alone.
Why does this matter? Shoppers are engaging with content on social media and inspired by influencers before they make a purchase decision. Social has basically become a core part of eCommerce.
Retailers can bring the best of social engagement directly to their own eCommerce sites to drive engagement, increase conversions and build long-term relationships with their customers.
The power of Social Proof
Social proof — seeing others buy, use, and endorse a product — builds trust and drives conversions. Social proof is rooted in basic psychology: people are more likely to act when they see others doing the same.
How retailers can leverage Social Proof:
- Real-time social proof messaging: Show trends like “In Demand – X sold in the last hour” or “Bestseller – #1 in the last 5 days” to inspire, nudge and help shoppers make more confident purchase decisions.
- Customer reviews & ratings: Boost confidence and reduce hesitation with ratings and reviews. Combine with social proof to aggregate and bring more relevant information to the top of the page.
- User-generated content: Encourage customers to share real photos and testimonials.
- Influencer partnerships: Collaborate with credible voices to reach targeted audiences.
Real-world wins
Social proof is a proven strategy for boosting sales and building credibility. Athleisure brand Fabletics saw a 3.19% conversion lift in five days by testing 12 different social proof messages on their site. Mobile conversions jumped 3.55%, resulting in a 3,026% ROI.
Retailers who integrate authentic social proof elements across the digital shopping journey will be better equipped to capture attention, build trust, and drive sales in today’s social-first shopping landscape.
Read the RetailCustomerExperience byline by Taggstar CEO Marjorie here.
