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Just 17 per cent of online shoppers make frequent purchases via voice

The number of consumers indicating they research items with voice-assisted devices such as Amazon Echo™ and Google Home™ has increased 83 per cent year over year according to Episerver.

Simultaneously, social media is now a mainstay in people’s path toward purchase as almost two-thirds of online shoppers (63 per cent) have clicked on a social media ad with 33 per centof them making a direct purchase as a result.

Episerver’s third-annual Reimagining Commerce research report, containing insights from a survey of more than 4,500 online shoppers in eight countries, reveals consumers are shopping and purchasing more with voice. However, security concerns do prevail. While 17per cent of online shoppers make multiple voice purchases at least once a month or more frequently (versus 11 per cent in 2017), 43 per cent of consumers cite a lack of security features as the number one reason they won’t make more purchases via voice-enabled devices this year – followed by a lack of product images (35 per cent) and difficulty comparing products (33 per cent).

"Where voice commerce currently lacks, social commerce excels,” said Ed Kennedy, senior director of commerce at Episerver. “Our data indicates social media drives purchases and has massive sway over younger consumers. It has evolved from networks’ early testing of primitive ‘buy now’ buttons to a native part of people’s everyday lives in which scrolling quickly turns into shopping. Retailers looking to prioritize efforts for the remainder of the year need to look at what is currently working and who is helping drive awareness and ultimately purchases.”

Episerver also found that over half of online shoppers (52 per cent) who use social media have clicked on an influencer’s post, and a third of those shoppers (31 per cent) have made a direct purchase from the post. What’s more, a near-equal amount of shoppers are using social media (12 per cent) for inspiration when they do not have a specific product in mind for purchase compared to a brand’s website (11 per cent).

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