Can you imagine how convenient it would be if you were scrolling on your social media feed... And then you see a product.
The product looks good. You also read the comments from its users, and they have strong social proof. And now... You want to buy it. But instead of going to the brand's website...
You can check out without leaving the social platform!
Sounds exciting, right? Except it's not an imagination anymore. Because social commerce is now making a noise in the eCommerce space.
So, in this blog, we'll discuss...
- What is social commerce, anyway?
- What are the benefits of social commerce for brands?
- 7 Social commerce platforms and examples you need to know
So, let's start!
What is social commerce?
Social commerce means using social media platforms to sell products. It's not just about promoting your products anymore, which falls under social media marketing.
Social commerce includes:
- Shoppable posts
- In-app purchases
- In-app order tracking
Since the definition of social commerce might still be broad, we can say that it's about giving customers and users a seamless experience— from discovering to transacting with your brand.
In short, there are social commerce tools and features for you (as a seller) and customers to use for a seamless shopping experience without leaving the social media app.
But wait... Is social commerce different from eCommerce? In essence, both of them refer to transactions of shopping online.
But eCommerce is when a brand and consumers transact using a website, app, or other eCommerce platforms. While social commerce refers to transactions within social media platforms.
Let's move on to...
Benefits of social commerce for your eCommerce brand
Social commerce can give you and your customers...
1. Seamless shopping experience
If your target customers use social media when they see your products, it will be a seamless shopping experience for them. Why? Because they don't need to leave the app.
They can shop easily and immediately right after seeing your post. And a seamless transaction like this can give you...
2. More sales
Having more sales is crucial for your business growth! And because of its convenience, social commerce can help you boost sales. Who doesn't want that, right?
Speaking of being convenient, social commerce has many...
3. Tools and resources available
Selling your products will be easier because many tools and resources are available. That's the great thing about these social media platforms.
They not only give a pleasant experience to social media users but also to creators and businesses!
With these benefits, you probably want to dabble in social commerce. So if you haven't yet, here are...
7 Social commerce examples you need to know
Here are some social platforms that are integrating commerce into their features.
1. Pinterest
Pinterest is not just a platform where you can find inspiration and drive traffic to your website because it allows you to post your products.
Yep, and now it's easier for customers to buy the products they find inspiring. That's the power of Pinterest Shopping.
This is what it looks like:
When a user searches for a query, they can see the results. And when they click on a photo they like, here's what it looks like:
They can see the product details, the price, and a link to the website where they can buy. Also, Shopify and WooCommerce now allow you to connect your catalog to Pinterest!
So, how to succeed in Pinterest Shopping?
- Utilize Pinterest ads
- Use keywords strategically
- Include the link to your eCommerce website
- Upload your product catalog
Make sure to follow the steps carefully to establish your Pinterest Shopping account. Another social platform is...
2. TikTok
TikTok is another social media platform that makes shopping easy for customers and brands. So, how does it work?
You can create a business page and set up your store. Then you can start showcasing your products through the product tab.
But here's the catch... TikTok Shop is not yet available worldwide. It's only available in the United Kingdom and seven regions of Asia, like the Philippines, Singapore, and Malaysia.
TikTok Shop is a convenient way for customers to shop because they can purchase in-app and track their orders. It's also hassle-free for sellers because you can use TikTok's logistics services.
Users can check out a product during a live stream, making it easy to address their concerns and see the products before buying them.
So, what are you waiting for? If TikTok Shop is available in your country, make sure to register as a merchant and boost your sales through TikTok.
Let's move on to...
3. Instagram
Instagram also allows brands to create shoppable posts. This makes it easier for customers to buy the products they like.
This is an example of a shoppable post:
As you can see, when a potential customer or user taps on the photo, they can see the links to the products.
See? If you create a shoppable Instagram post, potential customers can go to your website seamlessly. It's now easier to buy from you!
But before that, you still need to set up your Instagram Shop to get the full features and showcase your products.
Also, you can display your Instagram feed on your online store. This can help your visitors navigate your Instagram page and shop your posts.
Let's not forget...
4. Facebook
While Facebook is an entirely social commerce platform, it has features allowing its users to buy and sell.
You can create your storefront through Facebook Shops. You can select the products you want to feature and customize the fonts and colors.
Facebook also has Marketplace. This is where users and sellers can post their products and interact with other users.
Another one is the Live feature. Sellers can go live and sell directly to customers who are watching during the live stream.
See? Facebook has many features and tools available for brands to succeed.
Lastly, we have...
5. Snapchat
While Snapchat isn't a fully-fledged social commerce yet, it also has features that make it seamless for brands to showcase products.
Snapchat has the "Lenses" feature, which allows customers to try on products digitally. It's through AR or augmented reality. Here's an example:
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Maybelline uses Lenses to allow potential customers to try products digitally. For example, Snapchat users can see if the lipstick shade or mascara suits them.
If they like the product, they can click on the CTA and be redirected to the website. This feature is great for customers who want to see how products look on them before purchase.
So, Snapchat should be on your list if you want to level up your customers' shopping experience. But you might need to set aside some budget to work with creators.
Take this as a sign to...
Leverage social commerce and expand your eCommerce brand!
Mixing these two doesn't mean you'll neglect your eCommerce site. In fact, you're fusing them to work together.
Because these social media sites are also working with eCommerce platforms like Shopify and WooCommerce to bring social and commerce together!
These social commerce features will help you attract more customers and grow your business. But, of course, you need to create a solid social commerce strategy.
And to achieve that, you can start with...
Ricky Hayes
