Social Commerce: Ticking the Boxes for Online Shoppers
The rise of e-commerce is no secret, with consumers loving the convenience and choice offered when online shopping. However, there is one area where the growth rate is especially rapid; social commerce. What is this and why should online retailers get on board?
What is Social Commerce?
Social commerce is buying and selling within a social media platform.
The original role of social sites in the marketing funnel was to have current, engaging content that would attract the target audience. The aim was to extend reach and drive traffic to the company or third-party website. This is where the product range could be viewed, descriptions & reviews read, shopping carts filled and payments processed.
With social commerce, inspiration, intent and action can all be undertaken in one place. No need to redirect and risk losing interested parties. It’s a friction-free process that makes it easier than ever to buy online.
Why is Social Commerce Ticking the Boxes for Online Retailers?
The majority of the population spends at least part of their day on social sites. As they scroll through their feed, products, that they are highly likely to be interested in, appear. They can click to view and buy now in an instant, streamlining the process and heightening the convenience. The ease of purchasing increases the volume of orders being placed, which is great for business.
What to Consider Before Launching Social Commerce
Firstly, you need to fully understand your target audience. This includes their preferred social platforms, areas of interest and factors that influence decision-making. Facebook and Instagram currently lead the way in Social Commerce, but if your ideal clients are on Pinterest, this is where you need to be.
With the platform selected, make sure that you have a completed and current profile. Check for brand consistency across all profiles and posts; this includes image quality and style, as well as the tone of voice. Explore the different types of Ads on that social platform to select those that best fit your marketing message and dedicate resources to maintain active communication through this channel.
Further information on Social Commerce can be found in this Big Commerce article: https://www.bigcommerce.com/articles/omnichannel-retail/social-commerce/
Be Prepared for Efficient Order Fulfilment
Success in Social Commerce will drive up the volume of orders received, so you need to have sufficient stock, e-commerce packaging, and an efficient fulfilment process to respond. The quick and easy approach has to continue throughout the purchasing process.
