Irish eCommerce and social features – AMAS research

Back to the research page

In the first Irish eCommerce survey of its kind, AMAS evaluated 100 transactional websites to establish how well they are using social features.  Online consumers routinely:

• “Like” or “follow” brands by clicking on Facebook and Twitter links
• Are influenced by what other consumers like them are viewing or discussing online
• Will email product information or other content to their friends

Such social features are known to improve eCommerce revenues and boost consumer loyalty.  As the internet gets increasingly social, how well are businesses that sell online to Irish consumers integrating such features into eCommerce sites?

That was the question that we sought to address through this research.  AMAS researchers selected 100 eCommerce sites based on our assessment of their popularity and the need to create a balance of different sectors.

Our definition of eCommerce was deliberately broad – covering any site where it is possible to transact business.  The analysis was conducted between 28 April and 19 May 2011 and the results have been published in the Summer 2011 edition of the AMAS quarterly bulletin, State of the Net.

If your site was featured in the survey and you would like the detailed scoring, please contact AMAS at info [at] amas [dot] ie

The websites were evaluated on whether they had ten social features:

1. Facebook like, follow or share. The option to Like the brand or its products/services on Facebook and/or the ability to share a product/service on Facebook. A point was awarded if this feature appeared in the Share and Follow links
2. Twitter tweet or follow. Tweet this product/service or follow the brand and its products/services on Twitter. A point was given if this feature appeared in the Share and Follow links
3. Email to a friend. The facility to email a link or information on the pages to a friend. A point was given if this feature appeared in the Share and Follow links
4. Share and follow links. Allow users to share a link on social bookmarking and social media sites
   
5. Product reviews by customers. Allow customer reviews and rating of products and services
6. Wishlist or registry. Facility for customers to add products or services to a wishlist or registry
7. What others are viewing or bought. Site has “others who bought this also bought” and/or “what others are viewing now” features
8. Facebook store. In-built eCommerce on Facebook page. This must involve selling within a Facebook page rather than linking to another eCommerce site
9. Customer tags. Allow customers to assign descriptive words to  products for example customers might tag a pair of sandals as “beach”, “summer” or “night out”
10. Customer images of products. Allow customers to upload and share their own images of products on the website

Results

No site scored full marks. The highest performing sites were Amazon.co.uk, with a score of 9 out of 10 possible social features, and HMV.com, with 8 out of 10. The highest scoring Irish site was Elverys.ie, which scored 6.

Back to the research page