Retailers, create your most authentic user-generated content yet

As consumer habits evolve and technology advances, their changing shopping preferences and channels are redefining the retail experience. Authenticity has a strong hold in this shift. Today’s consumers seek brands that embody authenticity—brands that prioritize honesty, ethical practices, and the courage to admit their mistakes when they occur. They not only seek to endorse the products, but to also support the overall ethos of the brand. Numbers don’t lie: 82% of customers shop from brands who they believe share their values, and 83% of shoppers choose brands they trust when it comes to purchasing (source: Zippia). It is essential that your retail brand’s authenticity seeps through every touchpoint from your social media feeds to the user reviews on your e-commerce pages.

Today’s savvy consumers also look to their peers and influencers through user-generated content for buying inspiration. In fact, 83% of consumers report product reviews as the most influential part of their purchase decision (source: LEK). There is a remarkable opportunity for retailers to revolutionize modern commerce and create credible, personalized customer journeys.

More than ever, retailers need to use social media as a sales channel. Today’s consumer relies on social media for product discovery, reviews, and purchasing directly through the platforms. It’s predicted that by 2025, approximately 5% of total e-commerce retail sales will occur through social media channels (source: Statistica). Investing in a thriving social media strategy and social commerce technology future proofs your business.
There is a plethora of ways to engage with readers on social media, while driving sales and telling your brand’s story. Promote your products and services in a fresh, engaging way through influencer collaborations, quality user-generated content, and viral videos. When a social media campaign incorporates UGC, it gets 50% more engagement (source: Search Logististics). This type of authentic content allows brands to interact with consumers through brand ambassadors, building solid and lasting relationships.

Another way to engage with online audiences is by creating innovative retail experiences, such as live shopping. It’s a way to nurture relationships with your community by presenting products in unique ways. Conversion rates for live shopping are 10 times higher than conventional e-commerce (source: AOV UP). Live shopping is no longer considered a trend. It is here to stay as a method for driving engagement, conversions, and transactions. It’s the place to invest when it comes to e-commerce.

Post-purchase customer reviews have a strong impact on sales. More than 60% of 18–34 year-old check reviews before making a purchase, and 70% of them are wary of products with fewer than three customer reviews (source: Air of Melty, 2022).

Customer reviews have become essential for any e-commerce site. They help buyers with their purchasing decisions and have a direct impact on the conversion rate of product pages. It builds trust, too, as 83% of consumers report product reviews as the most influential part of their purchasing decisions (source: LEK). Cultivating a high volume of quality customer reviews also helps brands build their online reputation, drive SEO, and share their story.