Social media could boost e-commerce

UK retailers have been encouraged to merge their e-commerce and social media operations in order to boost sales, reports BCS.

According to retail analyst Verdict, while the two platforms are separate entities, firms that recognise the benefits of merging the two will reap the benefits.

The organisation says businesses should also not underestimate the power of creating an entertaining environment on their Web sites.

Charlotte Woods, an analyst at the firm, says: “Most retailers have recognised the value of social media, but very few have realised its potential to benefit their online stores.”

Meanwhile, Hostway says retailers across all sectors can benefit from creating online retail channels that encourage entertainment among their target demographic.

Verdict's Matt Piner notes that ecommerce can provide a “more level playing field” for retailers than bricks and mortar stores.