Social Commerce Is Booming

Want to boost your brand’s visibility and increase sales at the same time: social commerce is a must-use strategy. Read along if we triggered you, if you want to develop your own social commerce strategy and which platforms to use today.

What’s Social Commerce?

As we all know, the concept of social commerce evolved even faster than anticipated as a result of the COVID-19 global pandemic. But what is it exactly? Social commerce is the entire online shopping experience that can happen leaving the social media platform they’re on.

Since social commerce is growing, the line between Ecommerce is fading. Before 2021, consumers may have simply followed brands they liked for inspiration. But now almost half of Gen Z and Millennials have bought an item they’ve seen on a social media app or during a livestream. We’ve come to realize that social platforms are a great tool for future purchases, but even more importantly, we’ve come to realize what commerce will look like in the future.

Convert customers where they are: Facebook, Instagram and Pinterest

1. Facebook Shops

Brands such as New Balance, Levis, ASOS, Vans and Kate Spade (Yep, this list is endless) already discovered the social commerce possibilities. Some of them turned their Facebook page into their main sales platform. By displaying their product range they’re providing to their customers with relevant product information and – product insights, while giving them the opportunity to directly buy products through checkout CTA’s.

2. Instagram Shopping

Also Instagram knows how strong our appetite is for shopping through social media. In the last two years, Instagram launched several shopping features to showcase the brand’s catalog and drive sales. From tagging products like Lolaliza and Action does, to creating an Instagram Shop like ASOS did, or shopping through Instagram Stories and IGTV … Instagram supports brands and customers to create a seamless shopping experience.

3. TikTok

Did TikTok make you buy something? TikTok appears to be the next social media app expanding into the world of e-commerce. The popular platform continues with an in-app shopping experience like Wallmart. Similar to Instagram, it allows brands to list & sell products directly on the social app. Before this new feature, viral TikTok videos have already increased the sales of products from several brands. Maybe you bought a sunset lamp or bodyboil legging yourself. But with a dedicated shopping feature, it could be a very successful social commerce platform! It’s unclear when TikTok plans on launching its in-app shopping experience for everyone, so until then, let’s keep scrolling.

4. Augmented reality

Looking for a way to engage with your audience and create an incredible shopping experience? Augmented Reality could help achieve this. AR has had a huge impact on social media over the last few years and now, it’s infiltrating the world of social commerce. Remember Louis Vuitton, when they created a QR code to activate the lens on Snapchat. Dreaming of a new bag was being kicked-off when the new Louis Vuitton bag appeared in 3D after scanning the code on the card.

Besides fashion & lifestyle brands, Augmented Reality is a hot topic when it comes to furniture and home decor brands. Sometimes you’re not quite sure when it comes to adding furniture to your interior. Does the sofa really match my armchair and rug? Isn’t the lamp a bit too much of a good thing? Westwing knows, and integrated an AR functionality to it’s app, so users are able to discover if the particular piece fits their interior before placing their order.

Question yourself: what’s better than just seeing a brand? Playing with it! Augmented Reality will allow users to interact with a product or brand on a much deeper level than they usually might.

5. Pinterest Buyable Pins

Looking for inspiration, new ideas and aesthetic images starts at Pinterest. Thanks to Pinterest Buyable pins platform users are able to buy a product from a pin without having to leave Pinterest at all. Brands on their side are able to add product information and clear CTA so users can buy products directly. Check out Whole Foods Market’s excellent Pinterest business account when you’re looking for a best practice. From Featured Pinterest Boards, Rich Pins and Buyable Pins … they covered it all.

Turning your Pinterest business account into a tool that is proactively helping you showcase and sell your products, takes time and thought. Westwing, Etsy, Made.com, LolaLiza and many more are currently discovering the opportunity to boost sales through this social platform.

6. Snapchat

In the recent past we saw several incredible sneaker launches through social media, but the one who really blew our minds took place in 2018. Back in the days, when Nike teamed up with Darkstore, Shopify, and Snap Inc when they were about to pre-release the Air Jordan III “Tinker”. Those attending the Staples Center in Los Angeles were lucky when Nike dropped their Snapchat geofence. Fans in the arena could then access a special 3-D augmented reality lens about basketball star Michael Jordan. This wasn’t just a gimmicky launch, but it turned out to be very successful. Did you know that every available pair of Air Jordan IIIs was sold out in just 23 minutes?

7. Shoppable Video’s

Video is the most engaging form of content online. As shoppable content continues to rise in popularity, it’s no surprise that shoppable videos are changing the social commerce game. The British luxury clothing retail company, Ted Baker, came up with an interactive video which allowed viewers to purchase items directly from the video they’re watching.

8. Livestreams

Live shopping is the natural evolution on the internet of home shopping, and brands such as United Colors of Benetton and H&M know. Both clothing chains used livestreams to direct people straight from the catwalk to its product pages.

Adding to this shopping feature through social media, another trend occurs: influencers! Adding a familiar or relevant face to your brand’s livestream activities will positively influence the results corresponding to reach, engagement and sales.

5 tips for effective social commerce.

• Brands will need to embrace an end-to-end commerce strategy, supporting consumers in the buying lifecycle.
• Invest in outstanding graphic visuals with a high level of stopping power for social media.
• Focus on proactive social copywriting and use proper call to action.
• Gather data and use your social media insights for better interactions with consumers.
• Collaborate with influencers to boost sales.
• Get to know your target audience and insert a staged advertising approach.

Social commerce becomes more important than ever, consumers are searching for new ways to use their social media. As we see it, social commerce is the future that will surely empower your brand sales, marketing, and growth. If your brand hasn’t yet taken advantage of the rise of social commerce, what are you waiting for?