For any company, word-of-mouth is an important aspect of successful business. For online payment providers, the internet is the No. 1 source for spreading information regarding a certain brand, according to a new study by Google and marketing research firm Keller Fay.

The companies surveyed 3,000 adults and revealed that approximately 2.4 billion conversations about a brand, service or product occur every day and nearly 2 billion are face-to-face. For ecommerce companies, the internet offers an abundance of possibilities to reach even more customers and, according to a recent Practical Ecommerce report, there are certain ways to reach a broader audience.

“Specifically, an ecommerce marketer might produce a video or blog post that reviewed some product or presented it in an interesting way,” wrote Practical Ecommerce’s Armando Roggio. “That content might spark a conversation. ‘Hey you need to see this video about the new Titleist drivers.’”

With the prevalence of social media on the internet, smaller ecommerce companies are branching out to connect with their current and future customers. According to a recent study by Webs, more than 77 percent of small business owners plan to spend more on their social media marketing budget this year.