Social commerce is driving change in online shopping for 2021

It’s no secret that social media has enjoyed consistent growth since its birth. From a website originally used to connect college students, Facebook and co have mutated into a vast advertising and social commerce landscape, with some brands using this as their main source of income.

example of the Social commerce journey

It’s predicted that the global social commerce market will increase by around 34% by 2021.

As lockdown persists, shoppers are being forced to shop online and brands are having to reconfigure how they approach buyers. Storefronts are limited to a virtual presence, so it’s important that brands have enough digital personality to maintain and grow their sales.

For the buyer, it’s evidently more convenient to have a purchase journey which is as fluid and streamlined as possible. So, with 87% of customers taking action after seeing product details on Instagram, chances are that you’ll be doing a whole lot more selling if they can make the purchase right there and then without having to click elsewhere.

Social commerce allows businesses to sell their products and services directly within social media platforms, whereas eCommerce traditionally exists on a company website.

This reduces the chance of a broken sales journey – it takes just one pop-up ad to distract your prospective customer and so the more clicks they have to make, the more chances you have of them being torn away from making a purchase.

Facebook and Instagram shops keep an audience in one place, so they can research a brand and commit to it with minimal effort. 74% of shoppers use social media to influence what they buy, so being able to capture them at the moment will help to increase conversions. And not only are you giving them a pleasant user journey, but you also have the opportunity to cement their loyalty with good customer service. Social platforms allow businesses to interact with their customers, giving them a more personalised and intimate experience and, ultimately, promoting loyalty towards their brand.

We’re not saying eCommerce is dead, but social commerce is highly beneficial for businesses right now. Social commerce also has the benefit of business metrics, with all platforms offering built-in analytics.

Third-party services can provide an incredibly in-depth analysis of your social performance, including measurement of web traffic driven by your social accounts. As a cherry on top, driving traffic to your website from your socials will help towards search engine rankings, which in turn has a positive impact on your online presence.

If I can help you plan your next digital campaign and structure your digital sales strategy with social commerce deliver journey feel free to get in touch and I’d love to help :)

Lee Holdsworth – lee@tfidigital.co.uk