Social commerce is transforming our online shopping experience

social commerce

Social media has been a crucial marketing channel since its conception and it has a more important role in determining how people shop. Today, users will be able to surf, shop and buy seamlessly within one connected social media experience. This development has fundamentally transformed online shopping.

Almost two-in-three UK citizens would prefer to purchase from a brand if they could browse and shop entirely within a social media platform. Hence, brands that embrace social commerce as a tool for customer acquisition will be the future successor.

The rise of social commerce

According to the latest research, analysts projected that social commerce is a market that could be worth $600bn in the next seven years.

Based on the latest figures, an extra £5.3bn will be spent via e-commerce in the UK in 2020. In fact, only 6% of UK consumers have bought directly on a social platform. While for more advanced countries like China, social commerce is a fundamental part of the online shopping experience. For example, Tencent’s WeChat contributed $115bn in social commerce sales in 2019.

Consumers’ thinking is substantial to navigate social commerce

The key to maximize shoppability across brands’ social media channels is to carefully consider different shoppers’ barriers and motivations.

In fact, there are 75% of 21- to 34-year-olds consumers purchasing via the social platform. We can see that adoption of social commerce will vary by age and the demographic difference will necessitate careful persona planning.

Moreover, different categories will differ in their appeal, with shoppers ranking fashion, beauty, healthcare and grocery as popular categories.

Social platforms at different levels of readiness

For example, Instagram has beta-tested its Checkout feature, which allows users to shop directly within the platform. The mass rollout of this feature allows people to shop more conveniently from a brand’s posts and influencer posts.

Meanwhile, shops across Facebook allows brands to create digital storefronts, with links to buy products directly within Facebook or on the retailer’s website.

Each platform has lent itself differently to the online shopping experience and consumers’ openness to brand advertising. Moreover, social commerce is an especially exciting development for brands that sell exclusively through retailers, since it can provide shoppers with a more personalized experience.

Developing a connected experience for consumers

There are many ways for a brand to be successful in digital marketing. One of the key factors is to build connected experiences across all touchpoints that deliver on the values of a new era of shoppers.

Besides, marketers have to focus on optimizing customer requirements and include social commerce as a key touchpoint. By doing that, brands are able to take one step closer to deliver a connected omnichannel experience.


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Social commerce: transforming the online shopping experience


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