One of the fundamental principles of social commerce – in whatever form – is that it only works for businesses if it works for consumers.
Reviews, recommendations and other social commerce tools are only able to increase revenue for businesses because they’re helpful for consumers, giving them more information and more confidence in a vendor or product. And this can only happen if these social tools are carefully designed to work well for consumers, offer the right features and be as easy to use as possible.
We recently started collecting reviews and social content in our 18th country. With thousands of reviews collected every week across our network, in more than a dozen languages, we’re well placed to observe some interesting trends in international review culture.
We’ve already looked at which nationalities tend to turn the air blue when they’re unhappy with a purchase. But useful insights can be drawn from a much simpler analysis: how long are reviews across Europe?