Social media and product reviews are becoming more integral to the online shopping process for interconnected reasons. Social media helps introduce consumers to new products and connect with retailers, serving as an additional customer service checkpoint. Product reviews build confidence in purchase decisions and trust in online retailers.

Social media platforms are continuing to roll out tools to help consumers buy online, while product reviews are evolving from being primarily text focused to include more user-generated images and videos. Retailers need to make sure they are staying active and engaged across key social media platforms. Retailers also need to make sure that product reviews are accurate, detailed, and prominently featured so that consumers don’t have to look far to find them.

This Report analyzes consumer usage of and attitudes toward social media and product reviews while shopping online, identifying opportunities for retailers to increase shopper engagement and drive additional revenue by leveraging user-generated content. Analysis around how consumers use social media during the pre- and post-purchase process, which types of content users want to see in product reviews, and which types of information consumers are comfortable with sharing about themselves in product reviews is included in this Report.

This Report builds on the analysis presented in Mintel’s How Consumers Discover Products Online – US, April 2018 as well as Mintel’s Why Consumers Build and (Sometimes) Abandon Online Shopping Carts – US, May 2018, Competing with Amazon – US, June 2018, Buying Online: Understanding Why Consumers Sometimes Don’t – US, July 2018, Delivery and Returns: Understanding Consumer Needs – US, August 2018, and Understanding Consumer Usage and Attitudes Toward Subscription Services – US, September 2018.

Social media and product reviews come into play as consumers become aware of a need and go on to consider solutions.