While many British retailers are benefiting greatly from upping their internet presence, and giving people more ways to buy online, they are missing a trick when it comes to capitalising on 'customer power'.
A report by social commerce specialists nToklo suggests that half of the 101 biggest retailers ranked by online sales volumes do not have a section on their website giving customers' recommendations.
Retailers are also failing badly when it comes to pointing customers towards social media outlets where they can find or share recommendations, with almost three-quarters of them (73 per cent), falling down on this score.
While some major retailers including John Lewis and Boots are making strides in achieving a multi-channel approach to winning customers, there are many opportunities which are being missed, the report suggests.
While Facebook and Twitter are used by more than 90 per cent of big retailers, only two-thirds integrate their social media communications by using one of the various channels available such as Facebook Connect.