"Classmates" are preparing shopping

In the near future, a new type of groups will appear on the Odnoklassniki social network, in which the user can create an online store and sell goods through it. The press service of Odnoklassniki confirmed that they are changing the design of the group, but did not comment on the information about the possibility of creating their own store. According to the statistics service Liveinternet, Odnoklassniki is inferior to the largest Russian network Vkontakte in terms of daily attendance with 33,5 million people against 39,9 million.

The creation of public pages of any person, company or community of interest has long become a standard feature of any social network, however, the functionality and design of such pages, as a rule, differ from ordinary user pages, this is exactly the approach implemented in VKontakte and Facebook. At the same time, in Odnoklassniki, the design and functionality of the group does not differ in any way from the user page. The Odnoklassniki leadership explains the decision to expand the functionality of the groups by moving towards the so-called social shopping, in which the attracted client does not have to leave the social network to complete the transaction.

There are still few successful cases in the field, says Ayuna Baranova, head of Internet marketing and development at Enter: “This market has good prospects. Now the social network makes it possible to consume all information without leaving the framework of its usual interface. The main thing is that it should be as comfortable and pleasant as in your favorite store, ”she says. - There are a lot of advantages. First, a social network is a storehouse of knowledge about the buyer, about his preferences and interests. This means that you can always form the desired proposal. Secondly, according to the statistics of Western studies, 90% of consumers trust their friends or acquaintances when choosing a product or service. Social shopping is the perfect tool for that. "

According to her, the main issue is the quality of the interface. Now "Odnoklassniki" limit their advertisers, and many want more creativity and functionality.

The representative of the OZON online store said that they had been waiting for changes from Odnoklassniki for a long time.

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“Odnoklassniki has long been expected to create a convenient interface for companies' work, their audience is always of interest to organizations working, in particular, in the field of e-commerce, due to its high solvency,” says New media manager of the online mega-market OZON .ru Fedor Kostyashkin. - One should hardly expect a rapid jump in sales. Most likely, the changes compared to the total share of marketing sales will be minimal, but for the development of social shopping, such steps will be very useful.

According to him, social shopping will not compete with online shopping, but rather will become part of it.

According to a recent study by PricewaterhouseCoopers, almost half of respondents (47%) are in brand groups on social media. At the same time, the main reason why consumers do this is to receive discounts (21%). However, the proportion of respondents who belong to such a group because they really like the brand is quite noticeable - 13%. The largest number of loyal consumers is among young people aged 18-24 (21%). Based on materials from the Izvestia newspaper.