Ecommerce buyer and the imitation principle
Although most often it’s hard for us to admit, but more or less everyone has the need to imitate others, at least to some degree. People do it primarily because of imposed social norms. But how to use this imitation principle in a web shop?
First of all, you have to know that if the buyer has previously examined your offer and has a set stand on a particular product, he most likely won’t be interested in what others think or buy.
Your goal is the eCommerce buyer which isn’t familiar with your offer or needs a specialized opinion. One of the examples is when a buyer decides to start using the system for automatically calculating travel costs. Precisely in these situations, the buyer will ask for opinions and recommendations from others.
Buyers that are guided by the imitation principle most often don’t want others to realize it. That’s why in a classical shop they will most likely wait for somebody to buy a certain product and move away from the shop so they could do the same. Still, nobody is looking at them in a web shop, which is why an eCommerce buyer is even more likely to be affected by others when making the decision to buy.