The potential for selling items for parcel delivery via social media is massive, but few organisations are taking advantage of that fact, a new study has shown.

A report by behaviour research firm Shoppercentric showed less than ten per cent of consumers are following brands via social media, with just six per cent making a purchase via that channel.

More than a third of respondents said they did not see the point of brands using social media, while just under a fifth said the same about retailers.

However, 38 per cent of men and 29 per cent of women have a smartphone, with 14 per cent of males and eight per cent of females using shopping apps.

"The overarching message amongst the findings is that there are opportunities for retailers and brands through social media and mobile commerce; however, getting it right is trickier than it seems," the analysis stated.

A recent study by Forrester Research concluded that the online shopping market is to continue to enjoy double-digit growth in the next five years.

Author:  Paul Burn