social commerce

Create an engaging social shopping experience

Many brands consider their social media channels as key drivers of social shopping. They use social to drive traffic to their site or even via direct sales on social media.

Social media platforms help marketers from driving sales online and in-store by reaching the right audiences through targeted advertising. According to research published by Social Media Today, 87% of ecommerce shoppers believe social media plays a very important role in helping them make purchasing decisions

Brands that want to take advantage of the social shopping trend need to focus on three main areas:

Take full advantage of what social apps offer

Brands looking to sell online must create mobile experiences that help consumers make purchases effortlessly across different stages of their journey.

A good example of a brand creating a smooth shopping experience via social commerce on mobile is Superdry. 

It makes good use of Instagram’s shoppable posts. These allow brands to tag up to five products in an organic post. Then it lets users tap on the product to find more information or make a purchase.

Create visuals that engage people and inspire them to act

Want to make an impact on social? Then focus on creating stunning, authentic, images that people can see themselves in. Brands that want people to buy need to create content that compels people to action.

Many brands believe that prices and promotions are enough to grab user’s attention, but they’re wrong. Many social media users follow a lot of accounts, and branded content can end up getting lost in busy newsfeeds. 

It’s why brands need to focus on creating inspiring, and if possible, personalised content that grabs people’s attention and makes them want to find out more.  

MADE.COM is a good example of how content can help an ecommerce. It uses Pinterest and Instagram to share stylish, aspirational photography, to inspire and attract consumers.

social shopping

Build trust in the brand

Users expect quick, informative and helpful responses from brands because they want to shop with brands where they know they can expect a great shopping experience and a high-quality product.

Customer service may not seem like the most glamorous of areas to optimise, but when executed well, it can help a company thrive. 

On social, people expect brands to be engaging, good at listening to what the customer wants, and adept at replying in an agile, empathetic and personalised way. 

Some companies like LEGO are already doing this well. They reply almost instantly on Facebook Messenger, using their Gift Bot, called Ralph, to guide users through their catalogue and also offer recommendations. In fact, LEGO saw a 3.4% return on Facebook Ad spend thanks to Ralph’s success.

With the rise of direct purchase options on social media platforms like Instagram, some consumers are growing increasingly reluctant to leave social apps to make purchases on external sites. As a result, they’re starting to expect the easy, fast and fun buying experience that social media gives them.

By focusing on crafting content that inspires and engages people on a personal level and playing to the strengths of the app they are selling on, brands can see considerable success with social commerce. However, most consumers will need to know that they can trust the brand before they’ll make a purchase.

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