Sales Strategy
How Retailers Can Improve Sales by Building Authentic Social Shopping Experiences June 02, 2025 (0 comments)
Louisville, KY--Social commerce is evolving rapidly, with platforms like TikTok Shop gaining dominance. An article by Retail Customer Experience cites data from Capital One Shopping, stating that TikTok Shop now attracts 47 million shoppers who collectively spend around $32 million daily. In 2024 alone, the platform gained 11.9 million U.S. buyers, outpacing its competitors, including Meta and Pinterest.
[Image via iStockphoto.com]
This surge highlights the power of social media in shaping shopping habits. Retailers are increasingly encouraged to incorporate elements of social engagement, such as real-time interaction and community-driven content, into their own websites and mobile channels to enhance customer relationships and boost sales.
Why Gen Z Shoppers Demand Social Proof
As the article notes, Gen Z, comprising roughly 25% of the global population, is a key demographic expected to wield $12 trillion in spending power by 2030. This cohort values authenticity, community, and relatable content, often seeking out peers, influencers, and brands that align with their values. Social proof, in the form of reviews, testimonials, and live shopping behaviors, taps into the fundamental psychology of “if others are buying, it must be good.”
The article highlights effective ways retailers can integrate social proof across channels:
- Social Proof Messaging: Notifications like “X people bought this in the last hour” can drive urgency and boost conversions.
- Customer Reviews and Ratings: Authentic feedback validates products and builds trust.
- User-Generated Content: Photos, videos, and testimonials from real customers make products more relatable and authentic.
- Influencer and Expert Endorsements: Partnerships with trusted voices can amplify reach and credibility.
However, the article warns that authenticity is crucial—shoppers can easily spot inauthentic or outdated content, which can backfire and erode trust.
Social Proof in Action: A Case Study
The article highlights a practical example from Fabletics, an athleisure brand that leveraged social proof messaging across its eCommerce funnel. By testing 12 types of messages—such as “X sold since your last visit X hours ago”—they saw a 3.19% uplift in conversions within five days. On mobile, the lift was even higher at 3.55%, translating to an impressive annualized return on investment (ROI) of 3,026%.
As Retail Customer Experience highlights, while social proof isn’t new, its relevance has never been greater. With TikTok Shop even rumored to be an acquisition target for Amazon, retailers who integrate authentic social signals—such as reviews, influencer collaborations, and user-generated content—into their strategy are best positioned to thrive in an increasingly competitive market.
Learn more in this article by Retail Customer Experience.