So, a few months ago, the e-marketplace and its connoisseurs were shaken by the launch of the social commerce model, thanks to Facebook.
So if you want to be at the forefront, read this article to find out what makes social commerce different, how it differs from the classic ecommerce and some tricks to succeed.
What is social commerce?
Very simply and as the phrase says it is the use of social media for the online purchase of goods or services.
What are the differences between social commerce and ecommerce?
Traditionally, ecommerce is done through a site using a platform, even Shopify to facilitate the sale of goods.
Although social media advertising has been used since day one to find potential customers, the process has essentially sent the customer to a site outside the social network to complete the purchase. In fact, in recent years, this has been done with great success and a doubling of usage (in the last year, in North America, retailers have doubled their use of social media to attract customers).
Social commerce, as a subset of e-commerce, helps customers make their purchases directly through a social platform!
For example: even a customer who clicks on a product ad on Instagram, who can now check out Instagram.
Photo source: Facebook
After all, what is social selling?
Social selling is the process of using social media to sell a product while social commerce is the sale of a product through social media. The first includes actions such as sharing content, answering questions and comments, and generally building a link with the target buyer.
Why use social commerce?
The simplest reason for adopting social trade is because it greatly simplifies the buying process. The customer does not need to change screens, tabs and pages. It makes its purchase easily, quickly and undisturbed and continues to scroll. Something that is especially popular among young consumers, aged 18-34.
Not only was there an increase in social commerce by consumers but also brands rushed to implement it. 24% increase in shopable pages on Facebook and 43% increase in the corresponding ones on Instagram.
Photo source: gartner.com
Of course, it is not surprising that the first to enter social commerce are department stores, retail and beauty brands.
What are the best social commerce platforms?
Instagram has always been e-commerce friendly. Now access to a store can be done from the store profile or from the feed or from the stories.
Photo source: Facebook
Businesses now have another way to attract customers and with 20% of Instagram users, one understands that we are not talking about a negligible amount. All of these potential customers are spending more and more time on social media. Average 2020 (not over yet) 863 hours!
So do not hesitate and do not delay even for a minute.
What we wrote about Instagram also applies to Facebook, which launched Shops at the same time as its little brother. The idea of course remains the same.
On Facebook they saw that many small businesses were using the marketplace to promote and sell their products and thus found a better and more inviolable way to facilitate the process. And Facebook users are extremely familiar with platform shopping. Already 18% of users, last year, bought something they saw on Facebook so one realizes that a field of glory is shining brightly for businesses.
The first two social networks are the most obvious options for social commerce. Do not underestimate it at all, as an impressive 83% of its users have bought a brand they saw on the platform.
Especially if you have a small business or make environmentally friendly products, it is the best time to set up an online store through Pinterest.
This is because the platform recently announced that there has been an increase in searches such as “zero waste products”, “environmentally friendly life”, “small business support” by 93%, 108% and 351% respectively.
If you already have an online store then setting up one on Pinterest is very simple. Using the directories in Pinterest catalogs, you can “upload” your entire range on the platform and instantly create shoppable pins that can boost your sales through social commerce.
Photo source: Pinterest
4 tricks for effective social commerce
Before you start, let’s look at some tricks that will help the project.
1. Discounted items are more preferred
If you trade luxury items or expensive electrical / electronic appliances, chances are you will not get the same results as those who sell cheaper items. This of course is a general truth for e-commerce since the average value of orders is 140 € (depending on the region of course). So far the average value of ordering through social commerce has been set at € 79, which makes us believe that spontaneous consumption items (and much cheaper) are the ones that dominate.
Of course, we must not overlook the fact that social commerce is something new, it is not yet universally used and it has a long future ahead of it.
However, in the first phase, advertise affordable products and do not forget to ask for at least one email so that you can later promote bigger and more expensive products.
2. Create an automatic check out
Once upon a time, at the beginning of e-commerce, each customer could receive excellent care. An e-shop representative guided him through all the stages. So there were no abandoned baskets and the quality of service was high. But when shopping through social media you will not be able to have the same shopping experience unless you create an automated checkout system. With the exception of responsive robots, this is something quite new and can help as if you were a real human.
It is predicted that by using artificial intelligence (AI) and tools like the above, retailers could save around $ 340 billion a year.
3. Merge social commerce within the ecommerce platform you use
If you want to save time and resources by setting up another store on social media, you can find an interface between the two. That is, to combine your e-commerce with social commerce.
This saves resources not only for setting up the store but also for its day-to-day management (especially in terms of the catalog). There are already bridge projects and there will definitely be more in the future.
4. Work with influencers to help increase your social commerce sales
Influencer marketing is expected to maintain its role and importance, as 30% of CMOs focus on this channel. One of the great advantages of investing in a social commerce campaign is that using influencers is easy. They can use the likes of shoppable tags on Instagram and send customers directly to your store. This creates a seamless experience for the consumer during which seeing a product promotion story from an influencer, he clicks and decides to buy the product on the spot. And we all know how important the influence of influencers is!
Now, more easily than ever, you can find the customer on his couch and turn him directly into a consumer. What do you say; Not worth a try?
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