eCommerce gained massively in 2020. It was already on a serious upward trend but the impact of the coronavirus and the need to socially distance has put a global emphasis on the importance of shopping online. Social shopping seems to be the next phase of the evolution of the world of ecommerce and social media.
What Is Social Commerce?
It is essentially the ability to sell your products directly through social media platforms to your clients. It’s a true blend of the world of social media and eCommerce – meaning you can make sales exactly where the conversations are happening and while they are happening.
People were already turning to social media to get information about brands and products – almost all users of the big platforms are following or have liked a number of business profiles. Consumers also mostly look for online reviews before making a choice to buy something, making the reviews and comments that you get on your brand profiles extremely important. It’s hardly surprising that platforms like Facebook, Twitter, Instagram, and Pinterest took the next step to make it possible to actually buy something via the app or the website.
Taking Out The Extra Step
The reason why social shopping is so powerful is that you are making the process of purchasing as easy as possible. For many years, you’ve been able to put a link up for purchasing or even have a “buy” button that will take the customer to a landing page on their website to make the actual purchase. With social shopping options, the purchase is made right there on Facebook or Instagram.
This removal of the extra step allows people who are scrolling through their feeds to make a purchase when they see something they like, and then continue scrolling. You aren’t breaking into their actions or taking them away from what they are doing in order to get that sale.
Ramping Up Influencer Marketing
Instagram has done this on-platform shopping particularly well. They first made it possible to put in tags with prices for products shown in posts and stories. When you press on the tag in the post, you get the product details and the price. In stories, they have the “swipe up to learn more” feature. Now, they are rolling out the option to make the purchase straight from the post or the story.
When it comes to influencer marketing – a big part of social media marketing strategies – you can really get more bang for your buck and people are sure to visit site for more info quickly. The influencers will post their content on their various social media platforms and have options to buy right there. This adds another level of trust to the strategy of using influencers.
Most of the big social media platforms are looking at rolling out the option to buy things on the site. However, it could be some time before they get there. In the meantime, you can use a range of different third-party apps on your profiles to get the same user experience.