Social Commerce: It’s a Matter of Trust

Jessica Hulett -

Social commerce is the next frontier in online shopping, but U.S. consumers have been slow to embrace it. Why? It comes down to two factors: trust and security.

We asked 1,000 shoppers to weigh in on their social commerce attitudes and habits, and found that for those who never shop via social media platforms, lack of trust was the biggest reason — 52% cited it as their primary concern. When asked what would motivate these shoppers to adopt social commerce, 44% said they would if they trusted the platform more, and 28% would if the platforms were more secure.

The data further shows that women are more likely than men to be motivated by trust (46%) and security (33%). And those aged 18-34 who do not currently shop online are more motivated than older groups by secure platforms (49%).

What does this mean for merchants? If you want to grow your social commerce sales, you need to make shoppers feel safe making a purchase.

Why don’t shoppers trust social commerce?

There are several reasons why shoppers distrust social commerce. First, there’s the fear of scams — fake brands, fake products, low-quality items, or items that don’t match the product description. 

Even if they have confidence in the product, for many people, the idea of giving social media companies access to credit card information is unfathomable. A recent YouGov study reflects this finding, revealing that less than one-quarter of consumers trust social media companies with their personal data.

There’s also the logistics aspect. If they need help, who do they reach out to — the social network or the merchant? The same concerns apply to the processing of returns and refunds, as well as information about shipping, tracking, and delivery. 

Overall, consumers don’t feel they’ll get the same safe, secure, and seamless experience shopping on a social media platform as they would on a trusted merchant’s website. And while social commerce is growing year over year, merchants need to address these fears to speed up broader adoption. Remember that it took people time to get accustomed to buying online — it will take a while to feel comfortable purchasing on social platforms, too.

What brands can do to overcome consumer trust issues

The most important thing that a merchant can do to alleviate shoppers’ lack of trust in social commerce is to convince them to give it a try. Once they make that first purchase, they’ll realize their fears were overblown. 

There are a few ways to get shoppers over that first purchase hurdle:

  • Offer exclusive deals and promotions on social platforms. Sales and discounts are a motivating factor for 87% of shoppers. Offer them deals on social platforms that they can’t get anywhere else to entice them to make a purchase.
  • Create detailed product descriptions and authentic visuals. Avoid generic or overly polished images that seem too good to be true. Instead, use real, unedited images, preferably customer-generated, to give shoppers an accurate view of your products. Providing honest descriptions, clear sizing information, and realistic photos can reduce returns and enhance trust.
  • Make the most of social proof. Shoppers trust other shoppers, so leverage trusted influencers to get the word out about your social commerce offerings. If you have positive reviews on your website, syndicate them to social platforms to inspire trust in your brand. 
  • Engage with followers and customers. Social media is all about community, and engaging with your community is an effective way to build trust and loyalty. Make an effort to respond to reviews and comments and answer questions. When shoppers see a brand that’s active and responsive, they’re more likely to feel it’s trustworthy and accountable.
  • Display clear policies for shipping, returns, and customer support. Make sure policies are easy to find on your social commerce profiles. For instance, highlight how you handle issues like delivery delays, returns, and exchanges. If customers know what to expect and feel supported throughout the purchase process, they’ll be more likely to trust you.
  • Offer real-time order tracking and updates. Give customers peace of mind by allowing them to see exactly where their order is, from warehouse to doorstep. This level of transparency helps build trust by showing that your brand is invested in ensuring a positive experience.
  • Work with trusted partners to ensure a seamless customer experience. See which eCommerce technology solutions have partnerships with the social platforms you want to sell on. That way, you can ensure you optimize every touchpoint on the customer journey. For example, AfterShip Feed, designed for TikTok Shop, automates inventory and order syncing to prevent inventory count mismatches and overselling to ensure a positive shopping experience for customers.

It just takes one positive shopping experience to convince consumers that social commerce is safe, secure, and convenient. Offer them ease and comfort at every touchpoint, and you’ll have a viable sales channel to keep customers engaged and grow your revenue.  

Learn more about consumers’ online shopping attitudes in our 2024 Shopper Sentiment Report.