Make Social Commerce Part Of Your Marketing Strategy Now

Whether it’s Instagram, Facebook, or TikTok, these social media channels have become profitable sales channels for various brands entering social commerce.

Social commerce is not a new eCommerce buzzword − social e-commerce has existed for years. The interest in social commerce began in 2015, and with the emergence of the COVID-19 pandemic, it has only accelerated. When the pandemic hit, social commerce created roughly $474.8 billion in revenue, signifying a 40 % surge in sales. Moreover, these figures from last year encouraged many other businesses to include social commerce as part of their omnichannel commerce strategy.

But what exactly is social commerce? In simple terms, social commerce resides at the juncture of social media and eCommerce. Moreover, social commerce uses the brand’s social media channels for sales. This is to create a seamless in-app path for the customer to purchase. Platforms engaged can be Instagram, Facebook, or TikTok; these top-performing social media platforms are used as lucrative sales channels for various brands entering the social commerce space. 

The commercialism of social media applications varies from extensive marketplaces for small businesses on the platform to in-app Where-to-Buy campaigns, which move clients straight toward the brand’s direct or indirect channels. Still, it is more significant that this path is becoming the norm for eCommerce businesses to include in their strategies.

If you look past the holiday season, towards 2022 in particular, you will need to consider a social commerce strategy. Companies now link brands with customers in a much more personalized and seamless way.

Also, remember that social commerce is not in competition with eCommerce − instead, it’s an extension of eCommerce.

Social e-commerce can’t survive in a vacuum. It must interlock with other sales channels – from in-store to online storefronts.

Social media, viral amongst the 16- to 24-year-olds, is increasingly significant. Social media helps grow brand awareness, although it is not always the space where people buy. Yet, in most cases, the decision to purchase was made on these social media channels, and the customer associated the brand with trusted businesses.

It should also be mentioned that the buying process (including the checkout) should be as simple as possible. Call-to-action buttons such as buy now help drive the client directly to the purchase page. Social media platforms that lack these will soon add them because the demand from businesses is increasing.

Regarding stats, 97% of Gen-Z patrons affirm that social media is their primary source of shopping stimulus, even though 62% of 13- to 39-year-old customers are absorbed in buying items straight from their social media feeds. Nearly two-thirds of customers surveyed by Google have indicated that mobile-friendly ways of shopping are vital in determining which retailer or brand to purchase from.

For this reason, brands making the error of producing online storefronts that work best on desktops fail patrons before they even get to checkout. Social commerce provides a continuous path of buying from browsing to checkout. This is irrespective of whether customers are searching for fashion on Instagram or possible Christmas gifts on the Facebook pages of local shops.

Companies of various sizes should seriously investigate their approach to the commercialism of social media channels, such as being a rewarding revenue source. More so, social media for eCommerce is not reserved only for big players.

One of social media’s most essential qualities is its knack for linking brands with their target market. Research shows that 72 % of millennials have indicated that if a business engages with them on social platforms, they are more inclined to turn into devoted clients.

Every holiday season, clients are determined to support their local and small businesses. This trend was more pronounced in social media businesses when the COVID-19 outbreak began, and small businesses faced subsequent challenges.

Moreover, social media is particularly cherished: the more you engage with your patrons online, the greater the chance these clients will use the shoppable channels provided. Some 62% of customers have indicated they have more confidence in local and small businesses than in larger retailers. Gen-Z’s trust in large companies is low. By contrast, their use of social media platforms is high, with social commerce providers an excellent space for increasing customer engagement with the demographic. Likewise, social commerce permits big businesses to support and promote their local retail partners to channel additional trades through indirect channels.

In various ways, social media channels have democratized the turf between big and small companies. This social commerce superpower is why even more brands deliberately participate in 2022.

By 2026, global participation in the social commerce market will be worth $2.9 trillion. Younger customers influence social media and shopping trends, with hashtags such as #tiktokmademebuyit widespread online. Similarly, social media influencers will be chief players in the future of social commerce, with 35% of surveyed persons uttering that they trust what their much-loved influencers have to say or what they endorse. As a result of such motivation, Gen-Z is expected to make their acquisitions on social media.

Although Gen X and Baby Boomers are keen digital shoppers, predominantly on Facebook, trailed by Instagram, social media platforms lead social commerce. While acquisitions and trends may differ between age groups, the shared thread is that social media is a common space for following and winning over clients to their brand, irrespective of age.

Making social commerce work and thrive will be an essential function of eCommerce. Businesses should look to their current channels (direct and indirect) and work out how to supplement one another – not as competition. More investment in social media will increase consumer engagement and generate productive chances for social commerce to bloom − something that will be eye-catching to new or old clients.

If you lack the time or skills, consider hiring a virtual assistant. Consider hiring a Social media virtual assistant or an SEO virtual assistant. Contact us to assist you; we will help you analyze your needs and make recommendations.


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