Social Commerce

Social commerce: what you need to know

Social media is a place where we like, message, share, and now, shop. With 87% of customers saying they rely on social media to guide their purchases, brands have an incredible opportunity to engage and sell to their customers, all in one place. The pandemic accelerated the already pervasive trend of online shopping, and now tools like Instagram and Facebook Shops make it easy for customers to shop in the same place they swipe through inspo. 

Social Commerce Playbook

Social Commerce gives you the ability to use social to influence purchasing decisions. It brings UGC and Influencer content marketing to a new level: you now have the ability to measure conversions and put a true ROI on these campaigns. While some platforms have already fully integrated in-app shopping abilities, some are still developing.

Download the full playbook to help you identify the right platform for your brand:

Social Commerce Playbook April 2021


The rise of social commerce


How to get your brand on board

Brands who slay the social shopping game

Which platform is right for your brand?

Facebook Shops
Facebook Shops:

Two-thirds of all social media visits to Shopify stores come from Facebook. Facebook’s user base, while diverse, skews older. Its Shops features allows brands to create a custom digital storefront and curated collections, which then translates over to Instagram.

Instagram Shops
Instagram Shops:

70% of shoppers turn to Instagram for product discovery. It only makes sense that they should be able to shop on the same platform. Customers can browse products from their Feed and Stories, as well as check out directly on Instagram.

Pinterest Shops
Pinterest Social Commerce:

89% of Pinterest users are there for shopping inspiration. Pinterest acts like an ecommerce search engine where customers can use keywords to find what they’re looking for. Unlike Instagram and Facebook, Pinterest directs shoppers to your website once they click on a product. Brands can create Product Pins and organize them into boards that shoppers can browse through.

TikTok Shops
TikTok Shopping:

TikTok has partnered with Shopify to allow brands to add “Shop Now” buttons to their video ads, and added the “Hashtag Challenge Plus” feature which allows users to shop for products associated with a sponsored hashtag. Content consumption has been steadily trending towards video, and TikTok presents an opportunity for brands to showcase their products to Gen-Z customers.

Snapchat Shops

As part of their 2020 Brand Profiles rollout, Snapchat released the Native Stores feature, which allows Snapchat users to browse and purchase products directly within the app, powered by Shopify. While this feature is still being developed and is only available in the US for now, Gen-Z focused brands can prepare for what Snapchat product advertising could look like in the future.

Download the full playbook to help you identify the right platform for your brand:

Social Commerce Playbook April 2021

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