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BizReport : Social Marketing : July 08, 2011

Privacy concerns hinder Facebook commerce

More research points to security and privacy concerns being the main reasons behind the slow adoption of shopping on social networks.

by Helen Leggatt

Last month a Havas Media Social/Lightspeed Research survey found that many British consumers don't shop via social networks because of security concerns. Even if a special offer was featured on a brand's social network page, most would prefer to redeem that offer on the brand's official website.

New research from marketing communications agency JWT echoes the Havas/Lightspeed research. It found that almost 80% of adults in the UK and US worry that Facebook isn't a secure environment in which to shop online.

Three-quarters said they "wouldn't use a shopping application on Facebook because of concerns that it could compromise my privacy--e.g., shared with third parties" or that Facebook wasn't secure enough to make purchases on.

A surprising statistic from JWT's findings is that Millennials were the most concerned about privacy for direct shopping via Facebook (81%) compared to Gen X (75%) and even Boomers (79%).

Many of these hurdles are the same ones retailers encountered when they first ventured into e-commerce more than a decade ago," says JWTs "Social Commerce" report.

"As they experiment with F-commerce, brands can look at the lessons from that time period for guidance on how to overcome these challenges and ease consumer concerns."

Tags: consumer insight, F-commerce, Facebook commerce, onine shopping, research, social commerce, social network

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  • Merchant Services

    It is becoming ever clearer that the worries people currently have about social commerce may be justified.

    As recent research carried out for shows, both social and mobile commerce are set to lift fraud losses by £30Million by 2015 (see the report in full -

    This is definitely something both shoppers and traders will need to watch as this method of purchasing becomes more popular.

    However, social media usage is set to continue growing at 4.5% annually and businesses would be making a mistake if they choose to ignore this trend.



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