A larger proportion of consumers are becoming accustomed to buying online, giving marketers an opportunity to test and learn across different channels. Take advantage of the e-commerce boomĪs mentioned earlier, we’re seeing a big uptick in e-commerce across markets and territories. Creating a seamless experience for shoppers by reducing friction points and offering direct and one-click purchasing options will boost consumers’ confidence and lead to more sales. Create frictionless shopping experiencesĮvery extra step in the purchase process is an opportunity for a potential customer to change their mind. Users engage in various actions, from seeking out inspiration from people and brands, direct messaging friends for opinions, all while shopping and making purchases. Reach consumers in the places that matterĢ2% of consumers prefer to discover new products via social media according to Hubspot's 2022 research. There are many reasons for brands to consider social commerce but here are three: 1.
It’s therefore important for marketers to seize this opportunity and look at how they can enhance the shopping experience for their customers across all channels, including social media. Whilst this looks mainly at traditional e-commerce, the shift in consumer behaviour will transcend channels and will no doubt influence social commerce.
And with e-commerce Retail e-commerce sales forecast to grow by 56 percent over the next 4, reaching about 8.1 trillion dollars by 2026, savvy marketers who fix their social commerce strategies this year set themselves up for sustainable growth through e-commerce. Why social commerce now? Social commerce has been steadily influencing a bigger share of e-commerce transactions. And although social commerce has been around in one form or another for the last 15 years, it’s only in the last five that it's really taken off. Rather than redirect users elsewhere (e.g to your website or sales platform), users can often review and buy right there in the moment. The key here is the opportunity it gives brands to create seamless e-commerce experiences directly within social channels, which happen to be some of the most popular destinations on the web. It differs from social media marketing as you’re not redirecting users to an online store, but offering them the ability to checkout directly within the network they’re using at that moment.” “Social commerce sells products directly through social media networks. This definition from Big Commerce sums up social commerce nicely:
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Join Smart Insights as a Free Member for instant access to our free RACE Growth System template to drive the results you need in 2023.Ĭreate your 90-day plan with the RACE Growth Systemĭownload your free RACE Growth System guide today and unlock our three-step plan of Opportunity, Strategy and Action to grow your business. Structure your marketing plan around a funnel proven to boost performance. Whilst it’s been proven that users are very unlikely to engage or pay attention to brand content, what has caught consumers’ imaginations is the ability to browse and buy products within different digital environments. The impact and growth of social media has meant that brands now play an even bigger part in what we see across all channels. It’s been interesting to see how some of these trends have converged to drive innovation in social media beyond communicating with friends and family. Whilst newer entrants such as TikTok have taken this trend even further, there have also been innovations in one-to-one communication seen in the development of messenger apps such as WeChat, WhatsApp and Messenger (the latter both owned by Facebook): Over the last 20 years we’ve seen a progressive shift from simple, text-based updates, to increasingly visual and ephemeral content, championed by app-based platforms like Instagram and Snapchat, and at the same time, social commerce has flourished. One of the things that has always fascinated me about social media is the way it continues to adapt and evolve to changing consumer trends. Social commerce trends to create seamless e-commerce experiences directly in social channels your customers love
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