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Social Commerce a Winner for Some Multichannel Retailers

by Robert Hetu  |  September 20, 2016  |  Submit a Comment

Social media is one of five technologies comprising a digital business platform. Its influence on shopper behavior continues to evolve. While some multichannel retailers are learning to navigate the ever-changing social media landscape, our recent survey shows that when it comes to social commerce transactions, physical stores are losing ground to digital. Amazon is the only retailer to be in the top five in four of five countries surveyed for social commerce. Although a pure-play retailer, Amazon has slowly announced a few physical stores. The first was a bookstore in the Universe Village Mall in Seattle, but there could be more than 30 locations up and running by the 2016 holidays, and perhaps 100 stores by the end of 2017. However, in the U.S. and U.K., multichannel retailers also have prime positions. Some good news for multichannel retailers is that they round off the top five retailers for social commerce in the U.S. (Walmart, Target, Best Buy and Home Depot). This is an indication of the continued relevance of multichannel retail brands in developed markets. Note that, in 2012, Walmart was No. 1 in the U.S.

In the U.K., others in the top five were eBay, which has no physical stores, and multichannel retailers Tesco, Argos and Asda. As the chart shows, e-commerce reigns supreme in some developing markets.

We asked consumers, In the past 12 months, have you made a purchase because of something you saw on a retailer’s social media page? (Specify up to three retailers you purchased from in the last 12 months because of something you saw on their social media pages.)

Gartner 2016

Gartner 2016

Gartner 2016
Gartner clients can learn more by viewing the entire research:

Survey Analysis: Social Media Impact on Retail Shifting Away From Bricks and Mortar

Category: retail-trends  social-media  

Tags: amazon  best-buy  consumers  customer-analytics  digital  ecommerce  home-depot  social-media  target  trends  walmart  

Robert Hetu
VP, Analyst Retail
7 years at Gartner
29 years IT Industry

Bob Hetu is a Research Director with the Gartner Retail Industry Services team. His responsibilities involve tracking the technology markets and trends impacting the broad-based retail merchandising and planning areas. Mr. Hetu is an expert in the areas of brand, vendor and assortment management, merchandise planning, allocation, and replenishment. Read Full Bio




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