Back to UKFast in the media

Social networking is key to e-commerce success

13 July 2010

Business-to-business companies must look to monetise e-commerce through social networking. With business-to-consumer sites already reaping the benefits of providing a more interactive, multi-faceted service, B2B websites must follow suit to drive their businesses forward.

Graeme Hastings, business development manager at UKFast, says: "From talking to our clientbase of over 3000 online businesses, we have found that interaction is the key driver for success in 2010. Buying is very emotional, whether it is a printer or a piece of clothing, so greater customer interaction allows businesses to create better usability and encourage repeat business."

As Facebook's global audience exceeds the 350 million mark, more and more companies have turned their attention towards social media as an effective way to combat marketing budget cuts. On the flip side, consumers are using social media as a way to demand more from companies. Online forums are a great source of feedback from current and prospective customers that can help develop business strategy.

With trust an essential component of shopping online, the panel identified building a community as an essential way to gauge opinion and reach consumers faster and more effectively.

Richard Pepper, managing director of Spilt Ink Studio, has used Facebook as an essential way to engage his clients and gather vital information for his Funky Pigeon personalised cards service.

"Social networking sites have added another dimension to our business. To inspire confidence online you must ultimately be accessible. eBay majorly changed peoples' attitudes towards buying online. They have a very good feedback system and because they allow consumers to give their opinions in a rankings system it inspires confidence."

Mr Hastings adds: "If you don't keep up with that trend of making things quicker and easier for them, even if it is more expensive, then you will never compete in your industry. Social networking sites offer a cost effective forum for every business to engage with their customers."

For further information

www.ukfast.co.uk

Back to UKFast in the media