“4 Best Practices for Creating a Social Commerce Experience That Converts” by Elise Stieferman via Total Retail

“4 Best Practices for Creating a Social Commerce Experience That Converts” by Elise Stieferman via Total Retail

Online shopping received a serious bump in 2020. So did its offshoot, social commerce. In fact, among the strongest trends in the e-commerce industry, making purchases from social platforms seems to be the one to watch due to its projected year-over-year sales bump of 35 percent. It only makes sense that people would start using social media to not only find and explore items, but also to buy them. After all, social platforms such as Snapchat and TikTok have taken on a digital “hangout” role, especially for younger audiences. Being able to snag a deal without leaving a favored platform removes barriers and increases convenience. Social commerce isn’t just attractive because it’s easy for consumers, though. It’s also exciting because it can replicate the feelings elicited during in-store shopping — but virtually. Consumers can interact with brands in real time through likes, comments, direct messages (DMs) and chatbots. They can also share their “finds” with followers, creating opportunities for retailers to enjoy organic cross-pollination. From the retailer’s perspective, social commercemakes just as much sense — particularly for companies in tangible product categories like electronics, apparel, home decorations, jewelry, and cosmetics. Why? The business basically has a built-in pipeline to consumers without the need for a physical location. Additionally, most brands already have a social presence. Therefore, adding social e-commerce into the mix by using Facebook Shops, Instagram Shops, or a third-party integration doesn’t involve a giant leap or learning curve. Related story: The Power of Social Media, Video and Storytelling for Two Blind Brothers Crafting Your Own Social Commerce Strategy Nevertheless, brands shouldn’t underestimate the need to map out their social...