What is social commerce?

Social commerce is fast becoming the preferred online sales strategy for most brands. Not to be confused with eCommerce, where online sales are purchased through branded apps and websites, social commerce is the process where online transactions are completed entirely through a social media platform.

Social commerce can appear almost seamless, as social media users stumble upon your brand’s product or service in their feeds as a result of;

  • Friends and family engagement
  • Influencers' and content creators’ mentions or reviews
  • Paid advertising campaigns

Without leaving their favorite app or breaking from their social media feed, social media users are only a couple of clicks away from making a purchase. Appearing as in-post CTAs such as “Shop Now,” social commerce tools streamline sales and minimize shopping cart abandonment rates.

That’s not all; the technique has an assortment of additional benefits, including;

Maximizing brand discovery

Social commerce often uses vibrant, eye-catching product images or video demonstrations to capture social media users’ attention. Organically appearing on a consumer’s social media feed, it is a fantastic way for your brand to be discovered and enhance your brand awareness.

Streamlining online purchases

Platforms such as Facebook, Pinterest, and Instagram, have seized upon the growing trend of social commerce. Creating Call-to-Action (CTA) “Shop” buttons, product tags, and links swiftly directs customers to your in-app digital store or desired landing page, generating almost instant sales.

Generating insightful customer analytics

Brands benefit hugely from the user data and customer social habits that social commerce produces. As a marketing tool, this is priceless as it provides insightful consumer research. In addition, user behavior metrics allow brands like yours to align their social commerce campaigns by targeting niche target markets and groups on social media.

How can I enhance social commerce performance?

Social proof is one of the compelling factors behind social commerce's higher conversion rates. Appearing on someone’s social media feed is one thing. However, when an influencer demonstrates your product or their friends and family recommend your brand, this provides positive validation to potential consumers – and higher sales as a result.

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