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Almost 90% of Online Shoppers Face Frustrating Obstacles

Social media platforms have taken center stage in the world of ecommerce, with around 75.6% of consumers saying that they tried to make a purchase through such sites. In spite of the fact that this is the case, many shoppers were left frustrated by numerous obstacles that stopped them from completing their purchasing journey. That can make ecommerce growth slower than might have been the case otherwise, so it is essential that social platforms fix these issues.

A study that was just published by GoodFirms showed that 45.9% of consumers ended up getting redirected to a different site entirely. That can be harmful because of the fact that this is the sort of thing that could potentially end up creating a disorienting customer experience. 40.2% of surveyed customers also cited customer service issues as a prime concern, and 37.8% abandoned their purchase due to their preferred payment option not being made available.

With all of that having been said and now out of the way, it is important to note that only 10.8% of customers said that their purchases went over without a hitch. 27% said that they ended up seeing spam, 18.1% tried to use a coupon code only to find that it was no longer valid, and 13.7% said that server issues on the social media site in question resulted in them skipping out on the purchase.

The spam in particular can be a rather troublesome issue since it can make buyers trust these sites less than might have been the case otherwise. After making a purchase through a social media site, buyers can be exposed to scammers who might pose as legitimate businesses and steal their money.

The most popular site for social commerce by far is Instagram with an 86.5% share. Facebook came in second with 62.2%. Following that we had Amazon Live with 31.4%. Interestingly, TikTok hasn’t become the ecommerce powerhouse that so many were assuming it would be. It was only used by around 17.8% of shoppers online, and that suggests that Meta has a firm grip on social commerce that won’t be going away anytime soon.


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