The Importance of Social Commerce 

To drive more website business


Guest Article by Josh Wardini for Sparks4Growth

According to Seth Godin, nowadays you can use social media to turn strangers into your friends, your friends into customers and customers into salespeople.

You might be aware that it’s easy to turn strangers into friends. And by promoting your website on social media, you can turn your friends into customers. And now, you can even turn these customers into salespeople.

With the introduction of social commerce, where you can have your friends become customers on social media platforms without even visiting your website, eCommerce has evolved into a whole new level.

What IS Social Commerce?

Social commerce is the ability to purchase a product from a third-party company within the social media experience.With the evolution of technology, and especially with the increased use of smartphones and social media platforms, the world of online shopping is changing and it’s becoming a lot more social. Particularly relevant to the Business to Consumer (B2C) market, whereas LinkedIn is still the number 1 social media channel to drive new business potential ‘Business to Business’ (B2B).

Around three out of four consumers are relying on social media to guide their purchase decisions. And, as a result, it’s obvious that you need to sell your goods on whichever platform your customers might be, rather than trying to get them to visit your website.

Social commerce is a growing market that encompasses an array of op.ons, including group buying, mobile apps, social shopping, shopping integrated into social media and retailers adding social features. It is a trend that is constantly on the rise.

For example, you are able to browse and compare products on Facebook, and then you can complete the purchase on the same platform instead of visiting the company’s website. Or you could even learn about a certain product from a tweet and then make the purchase directly via Twitter.


A Few Platforms Practically Owning The Social Commerce Space….Starting With Facebook

The very first and most popular among them all is Facebook. With Facebook, companies are able to create their own ‘Shop Now’ stores and even their instant messaging app, Messenger is being used to interact with consumers, both pre- and post-sales.

If you have a Facebook store, you can upload all the products and the product information, and then curate and customise your shop’s product catalog. As we mentioned, you are able to sell directly from your page and also manage the orders.

You can also run a Facebook ad to promote your products or attract customers with ingenious deals, and you’re also able to keep track of analytics thanks to the feature that you can find behind the ‘Insights’ page.

What is more you’re also able to keep track of analytics thanks to the feature that you can find behind the ‘Insights’ page or on your Google Analytics package once you’ve set it up.


Next Up Is Twitter

Next up is Twitter, where sellers are also able to sell directly to the customers.

Essentially, any product that you have tweeted about is going to have a buy button, which means that your audience can buy from you without ever leaving Twitter. You’re also able to communicate with your audience thanks to the inherent nature of the social media platform.


Then We Have Pinterest

Pinterest released its feature of buyable pins back in 2015. At the .me, there was a report that the website had 30 million users, but just three months after introducing the feature, Pinterest reported that the number had doubled to 60 million.

According to Shopify, the average order value of Pinterest sales is $50.


Finally We Have Instagram

Finally, we have Instagram, owned by Facebook. Instagram introduced shop-able feeds and you can also run ads here too. In fact, you can run Facebook ads on Instagram as well, thanks to the acquisition.


Conclusion About Social Commerce

We could say that offline shopping is inherently a social experience. You are able to ask your family or friends for their opinion on any product, but often you’ll end up buying the same brands as the people around you.

On the other hand, eCommerce and social commerce isn’t as social by nature, but it has a lot of other perks.

If you’re interested in learning more please download the infographic (just add a few details so we can send it to you, you choose how you’d like to be contacted) or contact one of our social media specialists here


The Importance Of Social Commerce for UK Businesses

by | Feb 25, 2018