Table - UK Retail & Retail eCommerce Sales, 2012-2017

These results may make unwelcome reading for retailers looking to social networks as a promising sales channel. At the same time, stores that focus on social sites to provide news and customer service may actually benefit, if that strategy is clear to shoppers.

Either way, there’s little chance that UK shoppers’ apparent mistrust of stores on social sites will have any real effect on their willingness to buy online. eMarketer estimates that nearly 73% of the UK population ages 14 and older will make a digital purchase this year—a proportion higher than anywhere else in Western Europe and roughly 20 percentage points above the regional average. Read the rest at eMarketer.