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Jamie Gentile-Clarke

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Matt Cooke

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Nathan McEvoy-Swann

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Charita Chutoorgoon

Shoppers have more choices than ever, so trust has become one of the biggest deciding factors in whether someone buys from a brand. 

Social proof plays a major part in building that trust as it shows potential customers that others have already bought from you, had a good experience and feel confident enough to recommend your products. For ecommerce brands, this can be the difference between a visitor browsing and a visitor converting.

Social proof is the idea that people look to others when making decisions. 

In an online shopping environment, customers cannot touch, test or see products in person, which creates uncertainty, which often leads to hesitation. Social proof removes that friction by giving customers reassurance from real people and real experiences. This can come in many forms, from reviews to influencer content, and every type can play a role in improving conversions.

Social proof affects almost every step of the customer journey. It builds confidence during the research stage and reinforces trust at the final point of purchase.

A few reasons why social proof is important for ecommerce include:

It reduces perceived risk by showing that others have already taken the plunge to make the purchase

It helps visitors feel more confident about product quality and service

It makes your brand feel established, reliable, and people-focused

It adds authenticity to your marketing and can help your business stand out in a crowded market

When used consistently, social proof strengthens your brand and supports long-term growth

Types of social proof that drive conversions

Different types of social proof suit different stages of the sales funnel. Blending a few of them throughout your site usually delivers the best results and has the greatest impact.

Reviews are one of the most trusted forms of social proof. Many shoppers will read them before adding a product to their basket. Displaying detailed reviews helps potential buyers understand how your products perform in real life and gives them confidence to go ahead with their purchase.

Photos and videos from customers help bridge the gap between online and in-person shopping. They show how products look in real settings, which can support purchase decisions far more than studio shots alone.

Influencers provide reach and credibility. When they genuinely align with your brand, their recommendations feel natural and relatable. This can make a strong impression on audiences who value personal recommendations.

For higher-value or more complex products, case studies can help customers see the results others have achieved. They also highlight your expertise and your ability to solve real problems.

Certifications, payment security icons and industry memberships can reassure shoppers that their data and money are safe. This additional layer of trust can prevent 

Having strong social proof is only useful if customers can see it at the right moment. Positioning is one of the most important parts of an effective strategy.

You can include social proof across the site, including:

On product pages to reinforce quality and performance

On the homepage, to strengthen first impressions

Near call-to-action buttons to encourage conversions

Within email campaigns to support repeat purchases

High quality social proof can also contribute to stronger search performance. Reviews help keep product pages fresh with new content, which search engines view positively. They can also improve 

, especially when star ratings appear in search snippets.

 often introduces natural language and long tail phrases that reflect how people search. This helps your pages become more relevant to real customer queries.

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The role of social proof for ecommerce