Social media's role in online buying: creating awareness

[SINGAPORE] For online stores, it's become an eyeballs game where everyone is clamouring for attention in a busy ecommerce landscape in which eMarketer estimates US$304 billion will be spent this year.

But while many are turning to social media to sell their products, research has shown the actual conversion rate via social media to be low.

One online store vying for attention is Brodo, a Jakarta-based menswear brand which has two bricks-and-mortar retail stores in its home city.