Social commerce

The rise of social media has created a new form of E-commerce: social commerce. Social media platforms such as Instagram, Facebook, Pinterest and LinkedIn are used here as sales platforms. It is possible for retailers to advertise their products on these platforms.

The most important aspect of social commerce is that it doesn't feel too much like advertising. Social media is the way to connect more personally with your target audience. So product placements are incorporated into a post as organically as possible. One of the most popular methods of social commerce is product tagging. Product tags are placed with a post with the link to one or more articles on the website. You are redirected to the item when clicking on the link. Then the customer can order and checkout right away.

Social commerce within your business 

But what will social commerce change in your business?

• The organization changes: Marketing, product and logistics can change by using social commerce. All these departments need to start integrating their collaboration. After all, when products are promoted on social media, it is helpful if they are in stock
• The way you post products: On a website, you post simple product photos. This is very different when posting products on social media. Try to create beautiful mood photos that feature as many products as possible in an organic way
• Increasing product accessibility: A gold mine for retailers and brands is UGC - User Generated Content. UGC offers the power to engage consumers with your products to then motivate them to make a purchase
• The awareness of where the consumer is: It is important to sell the products through social media channels that resonate with the social media consumer of that platform. Therefore, it is still possible to sell other products through another platform. This then targets consumers who are not on social media

For retailers, social commerce means a new way to reach your target audience. Addressing the customer through new channels changes the E-commerce strategy. Of course, this depends on your brand. Not every kind of store can broaden their focus to social media, especially if it doesn't fit your brand. But it could be that some stores in the future will completely switch to social commerce marketing instead of an online store.