When it comes to selling online, there is a new kid on the block that comes in the form of social commerce. This is the outcome of savvy marketers combining social media with ecommerce, creating the best of both worlds for sales and communication.
Today, shoppers no longer search solely a brand’s website for products or services. Instead, they are turning to social media sites such as Facebook, Twitter, Instagram, and even Pinterest to browse and buy.
The social media sites have also started to take advantage of this trend with some of them adding direct response buttons such as ‘shop now’, encouraging social media users to make a purchase.
Facebook is one of the best examples of this, as it now allows consumers to make a purchase straight through the platform, whether that is website or mobile app, instead of having to be redirected to the company’s website. Customers appreciate the reduced steps and are more likely to make an impulse buy.
Currently, not all social media sites have this capability, but consumers still turn to a brand’s social page to learn about its products or use the page for customer service.
Amazon, for instance, have begun to take serious advantage of social commerce in this respect. Not only do they use their social media pages to spread the word about new products, but they also allow their users to share personal stories and to create meaningful discourse that is beneficial to the Amazon community as a whole.
There are many benefits that come with this modern method of shopping. One of the most obvious is that it makes online shopping more social. Just because some people are turning to online shopping rather than hitting the high streets, it doesn’t mean they want it to be a solitary experience.
Using social commerce, shoppers can chat with friends and family while they are browsing. They are able to ask for advice, share options, share discounts and show off purchases. All of which helps to create a sense of community.
The majority of brands are now on social media of some kind, but only time will tell what is in store for the social commerce of the future.