Only 15% of top etailers have a blog

Hitting The Checkout, a survey from ecommerce solution provide Dotcommerce, assessed 20 of the UK’s leading UK retailers and found that, while most have the basics of ecommerce covered, the majority are failing to embrace added-alue content such as blogs, vidoes, user-generated content or social media links.

Less than half (45%) offered any kind of editorial material beyond basic product descriptions and just 10% of allowed users to submit comments or product reviews. Only 15% incorporated a blog, a tool known to be valuable for improving customer engagement and search rankings.

This despite it being well established that engaging visitors on your site through blogs will result in more sales. If this is the situation with the top 20 retailers, then the overall market take up must be even lower. It may just be that we’re reaching the end of the early adopter phase of social media online, at least for etailers. In five years time, I wouldn’t be suprised if that figure reverses.