Social commerce: what you need to know
Which platform is right for your brand?
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.
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.
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 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.
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.