Mistrust around the authenticity of User Generated Content (UGC) and reviews has seen online shoppers placing more value in human interactions, according to iAdvize.

The conversational commerce provider surveyed 2,000 UK consumers, revealing that 60 per cent remained sceptical of the authenticity of UGC content and reviews left by other shoppers online, while 47 per cent of shoppers say they often mistrust digital sources of advice.

With the rise of marketing spend on social influencers, online shoppers are also questioning the validity of product recommendations via these channels, the research suggested.

When it came to trust, 60 per cent of shoppers said they would have more faith in advice given by an independent expert over a social media influencer and 45 per cent would trust human advisors over online advice sources alone.

While 40 per cent of shoppers now say they want human interaction in the online buying process, almost a third (29 per cent) of consumers would spend more with retailers who offered a blended online and off-line support in the buying journey, combining human and digital advice.

Stuart Gordon, UK country manager at iAdvize, explained that consumers are vulnerable to a range of rational and emotional anxieties during the critical moments immediately before a potential sale.

“These anxieties are usually triggered by a range of factors including cost, value, suitability, available alternatives and how other people will view the purchase,” he commented, adding: “The key to building customer trust and confidence is to develop conversations that deliver the high-quality information that shoppers need, when they need it most, via the right channel.”

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