Some of you will be old enough to remember when social media was purely a place for memes and videos of cats. Well, that nostalgia bubble has been well and truly burst. These days, social media platforms have transformed to host fully-fledged digital marketplaces. Brands have gone from allocating marketing efforts there to selling directly across various social media sites.
What’s the Deal with Social Commerce?
It all stems from making processes as simple as possible for customers. People don’t want to click out of their social media apps to buy something – they want to shop as they scroll. That’s exactly what social commerce delivers. With innovations like TikTok Shop and Instagram Checkout, social platforms are now essentially fully operational e-commerce channels.
It’s supremely convenient.
Your customer can see a product, click on it, and buy it without ever leaving the app. This kind of frictionless shopping is working, too. In the UK alone, the social commerce market is predicted to hit billions in the coming years. If you aren’t tapping into it, you’re missing out on a huge slice of the pie.
There’s Been a Big Shift in Buying Behaviour
In the past, people tended to carefully research a product before making a purchase. This behaviour hasn’t entirely vanished, but it is starting to fade somewhat. Now, people buy more on impulse. They see a product in a video, trust the influencer or business promoting it, and click buy.
But what does this mean for businesses?
In essence, if your products aren’t showing up in people’s feeds, they aren’t going to achieve their potential in terms of exposure. You need to be present across channels, engaging, and ready to sell at a moment’s notice.
TikTok Shop Has Been Leading the Charge
TikTok Shop is changing the game when it comes to social commerce. It combines entertainment with shopping, so businesses are entertaining users while simultaneously building their brand awareness. Creators can showcase their products in an authentic, engaging way. There’s no hard sell – just natural recommendations. And that’s why it works. It feels real and personal.
Social Commerce Weaponises Influencer-Driven Sales
Trust is disproportionately powerful in social commerce. Research shows that people trust influencers more than traditional ads. This is all to do with the bond users build with influencers.
When an influencer recommends a product, it carries weight with their audience. This is why TikTok Shop and Instagram are filled with influencer-led product showcases. We’ve often said that word-of-mouth is one of the most powerful marketing tools, and influencer-led marketing is, in many ways, digital word-of-mouth.
Brands that partner with the right influencers are seeing sales soar. The trick is to find the right match. The influencer needs to align with your brand and genuinely rate your products. Audiences aren’t stupid – they’ll see through forced content straight away.
How Can Social Commerce Work for Your Business?
So, how do you tap into the boom? Well, there are a few things to focus on.
1. Optimise your social media for sales.
Your social pages are great marketing tools, but they can also be storefronts. That means they need to be optimised for conversions. Set up shop features, ensure your branding is strong, and make it easy for customers to buy in a few clicks.
2. Make use of shoppable content.
Every post needs to have a purpose. It might be a story with a link, a video with a tagged product, or a live shopping event. Whatever you go for, make sure your content leads to sales. Static posts alone could see you fall behind.
3. User-generated content (UGC) and influencers are gold.
As we said, people trust other people more than they trust faceless brands. Encourage your customers to share videos and reviews of your products and work with influencers to showcase them in an authentic way.
4. Make buying as easy as possible.
People can get put off a purchase so easily. If your checkout process is clunky, you’ll lose customers. Reduce friction, ensure fast payment options and prioritise seamless app integrations. The fewer steps between seeing the product and buying it, the better.
Social Commerce Isn’t a Magic Bullet, so Watch out for the Pitfalls
Every opportunity comes with risk, and there are a few things to keep in mind before you get stuck into this growing digital marketplace.
It’s very competitive.
Social commerce is a popular trend and a thriving market which has amazing benefits, but it also makes it competitive. You need top-tier content, strong branding, and smart strategies to cut through the noise.
Customer service is more important than ever.
Impulse buying can lead to levels of buyer’s remorse. Studies show that returns can be a touch higher in social commerce. The pros still outweigh the cons in this regard, but having a top-notch customer service team is crucial.
You have to stay on top of the change.
What works today might not work tomorrow. Platforms change their algorithms, and consumers change their behaviours, so being flexible is key. If that’s not something that you’re confident doing, then work with an expert team who can manage your social media on your behalf.
Ready to Take Advantage of the Social Commerce Boom?
At One2create, we’ve got in depth experience in navigating the digital marketplace with bespoke social media strategies. Every aspect of what we do is integrated, meaning your ad campaigns, e-commerce solutions, and SEO are perfectly aligned.
Shine a spotlight on your social media presence, and get in touch with us today to see how we can help you make social commerce work for your business.
FAQs
How is social commerce different from traditional e-commerce?
Social commerce happens directly within social media platforms, while traditional e-commerce usually requires customers to visit a separate website.
Do I need a large following to succeed in social commerce?
Not necessarily. A strong following helps, but high-quality content and the right marketing strategies can make a big impact.
Which platforms are best for social commerce?
There are a few big players – TikTok Shop, Instagram Checkout, and Facebook Marketplace in particular. Each platform caters to different audiences, though, so choosing the right one depends on your target market.
Is social commerce suitable for B2B businesses?
It depends on the product. B2B companies don’t typically sell through social platforms, but they can still use them for brand awareness, lead generation, and community building.
