Psychologists have defined six universal traits that have been seen in shoppers and are now being seen in social commerce.
Social Proof: 81% of customers reach out to friends and family members on social networking sites for advice before purchasing products
Authority: 77% of online shoppers use reviews to make purchase decisions
Scarcity: 77% of people like getting exclusive offers that they can redeem via Facebook. We assign more value to products that are less available
Like: 50% of shoppers have made a purchase based on the recommendation of the people they follow(and like) on social networks. We follow those we like and do the things they do
Consistency: Purchases made from the brands we trust reinforce our future shopping patterns
Reciprocity: We have an innate desire to repay favors in order to maintain social fairness, whether those favors are invited or not