Company News • 23.10.2015

Social media remains an important tool for retailers

Almost all online retailers use social media

This is what the integration of a buying option on Facebook could look like....
This is what the integration of a buying option on Facebook could look like.
Source: Facebook

Social media is a great way to stay in touch with customers and to respond quickly to questions and problems. This has also been recognized by many German retailers. Online retailers in particular are focusing on social media.

According to a recent study by the EHI Retail Institute in collaboration with Statista almost all German online shops are active in social networks. The network most used is Facebook (which is also the network used by the most customers). 90.5 percent of the retailers have an account here. A surprising result: With 78.2 percent Google+ is the second most widely used network - which, however, is not reflected in the number of users on the customer side. Here Google's own network can be seen as not really significant. Many retailers also maintain a Twitter account (72.2 percent) and 69.1 percent are also active on YouTube.

The study also shows that many fans only want to follow the major brands and shops on social networks. A relatively small number of shops has very high numbers of fans, the majority of shops only reaches a relatively small number of customers. Thus it can be said that the larger the shop, the wider it’s reach in the social web.

Opportunities for direct purchase offer new potential - also on Facebook?

Given the number of users it can be considered safe - according to the study - that there is no significant growth potential left. But new approaches should allow retailers to make more of their own social media presence. The authors of the study see those potentials mainly in direct shopping offers within the networks, like Pinterest provides with its "buyable pins" and Instagram does with the "shop now" button.

Whether this direct integration of a buying opportunity will actually be received well by users is by no means certain. Facebook already experimented with something like that several years ago but has let the project rest last due to negative feedback. According to a report of shop integration into the mobile views of Facebook pages is currently tested once again, with the network also using "buy buttons.

Reaction of users remains to be seen

Despite the negative experiences of Facebook, it looks very much like online shops could open up new potential by integrating the buying opportunity in social networks. Users are surfing on these pages anyway to inform themselves about brands, companies and products. Direct shopping in the social network, therefore, seems like a logical next step. But it still remains to be seen how the operators will implement these options and how the corresponding features are received by users.

Author: Daniel Stöter,

related articles:

popular articles:

Thumbnail-Photo: Imaginative sales promotion – displays for the POS...
25.03.2019   #pos marketing #displays

Imaginative sales promotion – displays for the POS

The POPAI Award finalists 2019 in our photo gallery

This year's participants impress with their attentive designs, functionality and practical handling. The contestants demonstrate the wide-ranging possibilities a display offers for presenting products and attracting attention at the point of ...

Thumbnail-Photo: Implementing new ideas: Design thinking in the retail world...
29.04.2019   #customer satisfaction #trend research

Implementing new ideas: Design thinking in the retail world

Focus on customer expectations

It may be uncomfortable at times – but a change in perspective can help businesses to implement new ideas and successfully complete ongoing processes. Design thinking is a customer-centric approach that can help in this endeavor.“What do ...

Thumbnail-Photo: Students create packaging of the future
07.03.2019   #sustainability #design

Students create packaging of the future

Annual design competition PIDA

What will a sustainable and exciting packaging concept look like in 2030? Most likely we will see many and innovative answers to that question at PIDA (Packaging Impact Design Award), the international design competition arranged and hosted by ...

Thumbnail-Photo: The Guinness Storehouse in Dublin – a powerful customer magnet...
14.03.2019   #customer satisfaction #customer relationship management

The Guinness Storehouse in Dublin – a powerful customer magnet

Brand advertising with taps, creamy whitecaps, and hashtags

Just in time for Saint Patrick's Day, we turn our attention to arguably the favorite drink of the Irish: the iconic Guinness beer. Or, more precisely, the home of the stout: the Guinness Storehouse opened its doors in 2000 right in the heart of ...

Thumbnail-Photo: Award-worthy product presentations – Point of purchase displays...
08.05.2019   #pos marketing #displays

Award-worthy product presentations – Point of purchase displays

The 2019 POPAI Awards finalists in our photo gallery

This year’s POPAI Awards finalists prove that retail displays can do more than just grab the attention of consumers.Today’s displays not only reflect the overall customer journey, but also focus on storytelling and digital elements.The ...

Thumbnail-Photo: Good news for brick and mortar retailers
08.03.2019   #brick and mortar retail #in-store marketing

Good news for brick and mortar retailers

71 percent of shoppers are spending more in-store than online

Both men and women are spending significantly more in-store than online during a typical shopping visit according to a new report, by First Insight, Inc. The company, which recently surveyed consumers on shopping habits, purchase behavior and ...

Thumbnail-Photo: What retailers and brand experts need
08.02.2019   #event #brand management

What retailers and brand experts need

Retail & Brand Experience World Congress

Retail & Brand Experience World Congress (RBEWC) is the industry’s first-ever, all-encompassing event focusing on how retailers and brands can leverage experiential retail to enhance the shopping experience and reach a larger pool of ...

Thumbnail-Photo: Holistic POS solutions in visual communication...
12.02.2019   #digital signage #Trade fair special EuroCIS 2019

Holistic POS solutions in visual communication

Product presentation and brand presence through signage

The effective placement of products at the POS is becoming increasingly difficult today due to the broad diversity of brands and the struggle for presentation area that goes along with it. Striking POS solutions are thus all the more important. ...

Thumbnail-Photo: Footwear market expected to grow rapidly
15.03.2019   #trend research #brand management

Footwear market expected to grow rapidly

Application insights, latest trends, developments, and forecasts to 2021

Global Footwear Market is expected to grow at a significant CAGR in the upcoming years as the scope and its applications are rising enormously across the globe. Footwear is a garment worn on the feet to protect and comfort against adversities of the ...

Thumbnail-Photo: DOOH displays are engaging
01.04.2019   #digital signage #Digital Out-of-Home (DOOH)

DOOH displays are engaging

Consumers to seek out more information after seeing digital signage

The majority of U.S. consumers notice out-of-home digital video displays, according to “On-Site Insights,” a new study from Edison Research. In today’s media landscape where it is increasingly challenging for brands to reach ...


Westiform GmbH & Co. KG
Westiform GmbH & Co. KG
Kinzigtalstrasse 2
77799 Ortenberg