What Is Social Commerce? Everything You Must Know About It
To set the records straight about what is social commerce? Well! In simple words – Social commerce is simply the selling of products/services with social media.
Since its inception, Social commerce (or social eCommerce) has been trending among global brands selling products/services online.
In recent times, the gap between social media and ecommerce has diminished extensively, with more and more users resorting to social media for shopping & exploring products/brands/services.
The increasing reliance of consumers on social media to fulfil their shopping needs gave birth to the term “Social Commerce.”
Social commerce is a $100 billion industry and is expected to grow around 6-7 times its current market size in coming years.
This blog is social commerce 101 that will explain everything and much more about the social ecommerce strategies, benefits, platforms, and more.
- What Is Social Commerce?
- How Is Social Commerce Different From eCommerce
- Social Commerce Benefits – Reasons Why You Must Use It
- Get Maximum Sales & Increase Your Conversion Rate
- Instant & Simple Checkout Experience
- Build Trust & Loyalty With UGC
- Magnify The Brand Reach On Social Media
- Attract & Engage Users To Your Social Profiles & Content
- The Best Social Commerce Platforms
- Social eCommerce Examples
- Social Media Commerce Strategies
- 1. Leverage User-Generated Content
- 2. Choose Your Posts & Tags Strategically
- 3. Integrate Customer Reviews
- 4. Affiliation With Influencers
- 5. Invest In Shoppable Stories
- 6. Lesser Cost = More Sales
- Integrate Social Commerce With Website
- The Future of Social Commerce
What Is Social Commerce?
Social commerce means selling the products/services using social media platforms and social content.
“Social commerce is the use of social platforms to drive sales, traffic, and revenue by adding shoppable features to the content like tagging products, CTA, etc. using a social commerce platform.”
It is also known as social eCommerce.
Social eCommerce brings ecommerce possibilities to the social media platforms allowing users to shop directly from social media.
If you still unclear about what is social commerce? then understand through an example – if you come across a product while scrolling through the Instagram feed and wish to buy that product, so you click on the “Shop Now” button and complete the purchase in real-time.
Similarly, you can shop the products on other social commerce platforms like Facebook, Pinterest, Twitter, YouTube, etc.
How Is Social Commerce Different From eCommerce
There isn’t a huge difference as eCommerce is all about selling products/services through a branded website or an app.
Whereas Social Commerce redefines the complete shopping process for consumers – starting from exploring new products to gathering information, engaging with brands, and finally making the purchase – All this through social media.
As social platforms are a popular destination for millions of users globally. They look for new products, follow brands, interact with them, and look for shoppable possibilities.
These social ecommerce features & functionalities gave rise to what we call – SOCIAL COMMERCE. Moreover, as its footprint is expanding, new possibilities are coming like a social commerce platform.
Social Commerce Benefits – Reasons Why You Must Use It
Get Maximum Sales & Increase Your Conversion Rate
Social media shopping is a major trend globally. More than 80% of the social users from Instagram and Facebook look for products to buy on the platforms.
Also, half of Pinterest users find shopping as the topmost priority. Therefore, sales and conversion opportunities are endless with social media ecommerce.
Having a social commerce strategy will help in turning the users’ inspiration into the purchase. It creates more purchases & instant buying decisions by the consumers. Also, it allows them to make more informed & reliable shopping decisions.
Instant & Simple Checkout Experience
Having a simple, short, easy, and hassle-free checkout or buying process is essential. It ensures maximum conversions and minimum bounce rate as users won’t drop out due to complexity.
Social ecommerce provides an instant, seamless, and quick checkout option for consumers.
A simplified checkout process and a shorter buying journey play an important role in hiking conversion rates and lowering the cart abandonment rate.
Build Trust & Loyalty With UGC
The best part about social platforms is the user-generated content that it has about brands & businesses. User-generated content is any form of content created & shared by users (or customers) about a brand & its products.
It is the most authentic, trustworthy, and reliable form of content for brands as it is driven by real experiences & reviews of real customers.
Integrating eCommerce with social media user-generated content about your brand can build trust among the new users and even showcase authenticity & reliability.
Magnify The Brand Reach On Social Media
Social Media has billions of active users globally, so it offers enormous opportunities for the brands to reach a wide and extensive audience that uplifts brand awareness.
It also magnifies the touchpoints for you to engage and connect with your consumers. Having a wide audience reach will surely ensure maximum traffic & growth prospects.
Also, platforms like Instagram, Facebook, Pinterest, etc., are in the early stages of shoppable solutions, promoting brands indulging in social selling and ecommerce.
Attract & Engage Users To Your Social Profiles & Content
The engagement that social media shopping brings in for your Ecommerce leads to more than one transaction. Incorporating social media ecommerce into your marketing strategy helps you enhance user engagement with your brand through different channels.
As the user engagement increases on the brand’s digital channels, it helps your social presence and digital interactions. Most importantly, it helps SEO performance by empowering your website with higher dwell time and reduced bounce rate.
It helps to increase your SERP ranking, and you get more impressions in search results. More search results mean more clicks and thereby more traffic to your website.
The Best Social Commerce Platforms
A social commerce platform is a platform that facilitates the integration of social media with shoppable features to allow consumers to shop the products using social media channels & content.
Explore the most popular social commerce platform that brands worldwide use extensively to drive their social sales and ROI.
1. Shoppable Instagram
Instagram as a social ecommerce platform has emerged rapidly since they introduced the shoppable Instagram posts feature.
The major reason these Instagram shopping tags were introduced was that more than 60% of the users discover new products/brands on Instagram that they would like to shop.
Seeing the increasing need for shopping by users within the platform, Instagram initially rolled out this feature to selected countries and brands. Still, they now are available in most countries for all brands.
The shoppable Instagram posts allow brands to tag products to their posts, be it images or videos.
All you need for Instagram social ecommerce is to have a business profile, a connected Facebook page, product catalog set up on Facebook, and that’s it.
These shoppable posts have been successful and popular among users, allowing brands to turn their Instagram feed into a shoppable Instagram feed where users can explore and instantly buy the tagged products in the posts.
Instagram provides shoppable features in more than 70 countries and even gives in-app checkout functionality to key brands like Kylie Cosmetics, Nike, etc.
2. Facebook Shops
Facebook social ecommerce or Facebook Shop is a solution to create your shoppable store on Facebook.
There’s no denying that every ecommerce brand has a Facebook page that they are using for ads, engagement, interaction, promotions, and more – so why not use it for selling your products too.
With Facebook social ecommerce, brands can create their product catalog, customize and filter the shoppable catalog, take & manage shop orders, interact and sell through messenger, and more eCommerce possibilities.
The shoppable Instagram solution is also linked with Facebook, where you upload your product catalog initially. Facebook marketplace is becoming popular day-by-day. If you strategically proceed with a Facebook shop, you can generate exciting sales & revenue from it.
3. Pinterest Buyable Pins
Pinterest social commerce is another popular social shopping tool. These buyable pins allow brands to tag products to their Pinterest boards & pins (posts).
Pinterest has almost 450 million users globally, with 1/4th of them stating they have bought a product after discovering it on Pinterest.
Over 50% of the users (or sound 240 million users) have used Pinterest to buy products showcased by brands as buyable pins. It is a visually appealing platform that makes it more engaging & influential for shoppers.
The visual aesthetics combined with the shoppable options hugely influence the consumers to shop for the featured products on Pinterest.
4. Snapchat Shoppable Snaps
Snapchat, which features vanishing content, surprisingly has social ecommerce capabilities too. They introduced shoppable brand profiles in mid-2020 (when the world was in turmoil).
Their Shopify integration launched a “Store” experience on Snapchat where users can explore and buy products from a brand profile on its platform.
The initial launch was limited to only five influencers, namely Kim Kardashian, Kylie Jenner, Shay Mitchell, Spencer Pratt, & Bhad Bhabie. Not just these, but later, some more brands were provided with access to these brand profiles.
Snapchat has a massive social commerce success opportunity with its “swipe to shop” features that intrigue users. Short-term campaigns can gain huge traction through Snapchat brand profiles.
Social eCommerce Examples
Cult Furniture Shoppable UGC & Instagram
Cult Furniture, famous furniture and home decor brand in the British & European market, is one of the perfect social commerce examples.
They have created a gallery of shoppable UGC posts and shoppable Instagram feed on their online store.
Cult asked their customers to share their products and upload them to social media with their brand hashtag. They carefully select & create a shoppable gallery on the website that attracts new customers to shop the look.
GoPro’s Shoppable UGC On Instagram
As we all know, GoPro is a popular brand for action cameras to capture raw, adventurous, and exciting images and videos – even in the extremest conditions.
Given the use case of their product, it is quite simple that the images and videos captured by customers will also be highly creative and intriguing.
It would be stupid not to leverage this valuable UGC, but GoPro is doing it perfectly. They curate the most amazing UGC, tag products to the posts, and repost this shoppable UGC on their Instagram.
This way, there are sharing content that engages the audiences, attracts their attention, builds social proof, and drives social sales.
Social Media Commerce Strategies
Here are some of the most popular and useful strategies that you can leverage for your brand.
1. Leverage User-Generated Content
User-generated content is becoming more and more crucial for brands consumers look for trustworthy, authentic, and reliable information to make their purchase decisions. It can be the perfect social commerce strategy for your brand.
Social media is a hub of user-generated content, and brands can easily find UGC through their hashtags, mentions, tag, etc. Moreover, reposting UGC with shoppable tags can inspire users and drive more sales.
90% of the people trust user-generated content to make their online purchase decisions and including UGC in the shopping journey highly increases the sales.
2. Choose Your Posts & Tags Strategically
Strategy plays a huge role in successful social ecommerce campaigns. You cannot be random about creating shoppable posts and selling your products.
Does it require a complete action plan with what kind of posts will be shared? The aesthetics of the posts, what products to tag, where to tag the products, and much more.
GoPro’s Instagram social ecommerce example is perfect to understand how you can combine UGC & products to infuse life into the posts and simultaneously sell your products through it.
They don’t show their action cameras rather post customer-shared photos clicked from the GoPro cameras and tag their product to the post.
This strategy shows how simply you can turn content into conversions. Similarly, you can find new ways, share visually appealing content, showcase the most inspiring content, feature your product naturally, etc.
3. Integrate Customer Reviews
Although social media platforms are not specially dedicated to highlighting customer reviews with social commerce strategy, you can add customer reviews to your social feeds, captions, and stories.
Every consumer nowadays reads reviews before making a purchase online as they need assurance of quality and value. Therefore, if there’s no assurance, then there won’t be any sales too.
You can curate and showcase your customer review as part of your social commerce strategy. Reviews work as trust-building information that helps the user to decide with the best ROI possible.
You can find creative ways to share the reviews with the posts or anywhere else on social media.
4. Affiliation With Influencers
Although it might be an old trend yet influencers are still popular and relevant in this spectrum. So, find & leverage the industry influencers to empower your social commerce strategy.
Influencers can be your best marketers. People follow these influencers as they possess some insightful and in-depth knowledge of their domain.
So, find who are the key influencers in your industry and then affiliate with them to tag products in the sponsored posts.
This social commerce strategy will directly bring users to your website and product page leading to more impressions, engagement, and conversions through social commerce.
5. Invest In Shoppable Stories
Stories are a hit! Social users love to engage with and create stories. Brands are also leveraging stories for a long time now to promote their brand/products/services.
With social ecommerce in the picture, many platforms offer the possibilities to make their stories shoppable. “Swipe up to shop” is how brands are driving users to products and inspire sales.
Stories are more engaging, creative, and interesting due to the diverse design elements offered by the social platforms. So, invest in shoppable social stories – do it right, and you will be flooded with conversions.
6. Lesser Cost = More Sales
Don’t forget! Social media is not primarily meant for selling products. Rather it is meant for users to explore and engage with exciting and intriguing content.
Users might not be intently looking to shop for products.
Remember! For products that take a heavy dig on consumers’ pockets, they will take time to decide – it might be days or even months.
So, the chances of selling expensive products on social media are less (but there are chances). If you have products that aren’t expensive, you have a greater chance of getting more sales than expensive products.
Although, with the right social commerce strategy, even highly expensive products can be sold seamlessly.
Get Started With Taggbox Commerce
Leverage Social eCommerce To Inspire Customers & Drive Sales
Integrate Social Commerce With Website
There’s a growing trend among the eCommerce brands and online stores to expand their social ecommerce possibilities to other channels, especially their website.
Leading brands most popularly use social commerce platform like Taggbox commerce to create shoppable social galleries or shoppable UGC galleries.
It can help you collect your online content into a gallery, tag products to make the gallery shoppable and publish this shoppable gallery on your website.
It is a top-rated and trending solution that brands & businesses globally use to improve their conversion rate and build brand trust & engagement.
Create Your Social Commerce Campaign Now
We have a perfect solution for you to leverage social ecommerce trends for your brand to increase your sales, build brand trust & credibility along the way, and generate maximum social revenue.
Taggbox commerce is a Social Commerce platform that offers you the solutions to turn your social visual content into Shoppable galleries that you can publish on your ecommerce site/online store.
Also, you can publish shoppable posts in email, in-store displays, social ads, and more.
Even you can turn UGC into shoppable UGC, allowing users to shop the complete look as shown in UGC posts. It will help you deliver a more complete & fulfilling shopping experience.
The Future of Social Commerce
Social commerce trends are gaining popularity continuously, with even the world’s biggest brands acknowledging its importance. It will become more useful & powerful in the coming times.
The social ecommerce industry is expected to grow over $600 billion in the coming years. Even the social media users are growing continuously, and the future will redefine the social commerce definition.
It is the perfect time to get started with social media shopping strategies and take a bite of revenue from this massive industry. Get started now and get ahead of the competition.