Social proof is a phenomenon in which people’s decisions and actions are influenced by the behaviour and opinions of others. It is based on the idea that humans are social creatures and are more likely to trust and follow the actions of others in a similar situation. Social proof can take many forms, such as customer reviews, ratings, testimonials, and endorsements from family members, friends, influencers or experts. By providing social proof, businesses can build credibility, trust, and authority with their target audience, which can help to increase customer engagement and drive sales. Social proof is a powerful marketing tool that can be leveraged in a variety of contexts in eCommerce, from social media to email marketing or online shop.