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Each platform has its own features, so it is important for businesses to assess which social network is best suited if they decide to sell through a particular channel. The Capterra study showed that, of those interviewed who had already purchased via social networks, Instagram was the platform most used to purchase products or services through these channels (70% stated that they had already used this platform to carry out a commercial transaction). Compared to other social networks, Instagram can succeed in social commerce precisely because it is a platform with a strong visual nature, which is a great opportunity for creating product catalogs. , it is worth considering using photo editing software or video editing platforms to create higher quality visual content.
Research on the use of social networks shows the main platforms for shopping Other social networks also used to buy online were Facebook (67%) and WhatsApp (56%). Both also have functionalities that allow the creation of Phone Number List pages dedicated to commercial transactions. In the case of Facebook, there is the possibility of creating a sales page; on WhatsApp, the user can create a catalog as well as activate the shopping cart functionality. On the other hand, TikTok and Kwai –both video platforms– appear with less incidence, representing 10% and 6% respectively. function more as a channel for promoting products or services than a channel for making purchases. Cybersecurity is a barrier to social commerce Although the rate of users who have already purchased on social networks is high, there are still those who have not tried the modality, but are interested in it.
When asked about the main impediment to buying via social media, just over half (53%) of respondents who had never made a purchase on this type of channel said they were concerned about the risks offered by social media platforms. The second reason, generated from the same question, is also related to digital security: 30% said they don't trust redirect links, as they can lead people to a malicious website, which can steal their financial data. The concern is not for nothing, since phishing –electronic communication with fraudulent links– is the most frequent digital attack on small and medium-sized companies (SMEs) . Among survey respondents who have never shopped via social media and are not interested in doing so, cybersecurity also stood out among the impediments: 69% of this group are concerned about security risks on these platforms.
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发表于 2023-4-13 13:23:12