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24 February 2021
UGC powers social commerce in the UK
User generated content & participationOmnichannel retailSocial media audiences
Social commerce is now firmly mainstream in the UK – and user-generated content (UGC) is a vital part of its success, according to a report from Bazaarvoice.
The impact of COVID-19
The tech company’s annual Shopper Experience Index finds that, in the UK, 31% of consumers say they’ve cut visits to the shops, and 21% say they’re currently not shopping in-store at all; 18% only go out for essentials. And, strikingly, less than half (45%) say they would select in-store over online if they had to choose only one way to shop for the next year.
The social details
A third of UK consumers now buy directly through social media – the highest level in Europe.
Feedback from other customers really matters, with over a third (37%) of shoppers saying they won’t buy unless there is user-generated content available.
Almost half (48%) look specifically for customer photos on product pages.
The bottom line
“Brands and retailers can use rich, visual content online to create experiences where shoppers feel they truly trust and understand the product they are buying. Customer videos, images and reviews are one of the most effective ways to achieve this. Enhancing the online experience with authentic user-generated content means other shoppers have the confidence to buy” – Ed Hill, SVP EMEA, Bazaarvoice.