What is Social Commerce and Why Should Your Brand Care?

What is Social Commerce and Why Should Your Brand Care?

Facebook, for example, recently improved the mobile shopping experience by allowing consumers to make purchases directly through the platform instead of being redirected to the retailer’s website (F-commerce). Although not all social media platforms have social commerce capability (Twitter will soon phase out its “buy” button), consumers are definitely turning to brands’ social pages to learn about their products, which indicates the potential value of social commerce. How social commerce works on Pinterest People can find your Buyable Pins all over Pinterest—in search results, in related Pins, and on your business profile. Pinterest doesn’t take a cut from your sales and you handle shipping and customer service in the tried and true manner that works best for your business. How social commerce works on WeChat WeChat, an all-purpose mobile app now has 806 million monthly active users. How social commerce works on Instagram Instagram provides call-to-action tools in the form of “shop now” and “install now” buttons. Polyvore was created with both social and commerce experiences in mind, so it is a particularly great platform for finding an audience already interested in purchasing. What your business needs to know about social commerce Today’s consumers want an authentic-feeling experience when they interact with your brand. Customer reviews can make or break a sale A survey by BrightLocal found that 88 percent of consumers trust online reviews as much as a personal recommendation. Advertising is key More than 95 percent of social media managers say Facebook offers the best return, followed by Twitter and Instagram last year.

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What is Social Commerce and Why Should Your Brand Care? | Hootsuite Blog

Remember when e-commerce was the cool kid on the block? Brands could simply list products on their website, advertise the best deals, and the orders would come rolling in. There’s a new hip kid in town and her name is social commerce.

What is social commercial?

Social commerce is what happens when savvy marketers take the best of e-commerce and combine it with social media.

Shoppers today are looking to Facebook, Twitter, and Instagram to decide what to buy online. Social media platforms are capitalizing on this trend by adding new direct response advertising buttons such as “shop now” that encourage users to take action.

Facebook, for example, recently improved the mobile shopping experience by allowing consumers to make purchases directly through the platform instead of being redirected to the retailer’s website (F-commerce). When a customer buys your product, they either type their credit card information directly into Facebook or choose to store their information for faster purchases in the future.

Although not all social media platforms have social commerce capability (Twitter will soon phase out its “buy” button), consumers are definitely turning to brands’ social pages to learn about their products, which indicates the potential value of social commerce. Not convinced? Let us make the case for why your business must care about social commerce.

5 key benefits of social commerce for business

1. It makes online shopping more social

Malls may be becoming obsolete, but that doesn’t mean consumers want a solitary shopping experience.

Online shoppers can consult friends and family and show off their purchases by posting on Facebook, Instagram, and Twitter as well as sharing through instant messaging. Several brands have added forums to their websites where customers can post photos and reviews, advising other shoppers and creating a sense of community. With social commerce, your audience no longer has to go to the mall to get that communal shopping experience.

Women’s clothing store, Eloquii utilizes social commerce with their unique “Style and Substance” series, highlighting the style and personal accomplishments of one of their customers each month. They post the article on Facebook, inviting their community to comment and share their own style.

What is Social Commerce and Why Should Your Brand Care? | Hootsuite Blog
Image via Eloquii on Facebook.

2. It reduces friction in the buying process

A positive user experience is key to repeat business. Consumers remember brands that make purchasing quick, easy, and aesthetically pleasing. By removing the extra step of leaving their preferred social network to go to your website and purchase a product, you can dramatically improve the e-commerce experience for your audience.

According to research from loyalty analytics company Aimia reported by Marketing Week, more than half of consumers who follow brands on social media sites do so to find new products. That’s a great opportunity to move potential customers quickly from interest to purchase through an excellent social commerce experience.

3. Social commerce revenue is real

Global social commerce revenue has increased from $5 billion in 2011 to $30 billion in 2015.

After they won the NBA Championship, the Golden State Warriors basketball team offered $35 commemorative T-shirts to their followers through a Twitter “buy” button and subsequently sold $125,000 worth of shirts. That’s a lot of tees.

4. It allows you to access a focus group of millions

Not only does social commerce expedite the transaction experience, it can also give you immediate feedback about your products.

Consumers use social media to discuss and review products already. If something you’re selling isn’t working, you’ll know right away and can

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