The social commerce revolution

Create a sense of connection and community while increasing sales

1 Jun 2022

Social commerce goes beyond the likes and shares businesses crave on social media platforms. Whether through Instagram, TikTok or Facebook, it has revolutionised the way we shop, allowing you to search for inspiration and weave buying and selling into your customers’ everyday lives. Now your social media marketing can directly influence your sales and leave your customers with a sense of connection and community.

The power of social commerce is hard to comprehend. Imagine one influencer being able to sell almost two billion dollars worth of products in just one day! If that isn’t a good enough reason for you to start building a strong social commerce strategy in 2022, here are some more benefits.

The benefits of social commerce

1. Convenience

Selling your products through your social media channels allows your customers the ease of shopping where they already spend their down time. In one swift move, they can see, find and buy your products – making abandoned carts less of a risk.

Instagram, TikTok, Facebook and Pinterest have seamlessly integrated buying options into their social platforms. Instagram has introduced shoppable posts and stories that allow brands to add ‘buy now’ buttons to their posts. TikTok has partnered with Shopify to add shopping tabs to posts and user profiles.

Many younger users prefer social commerce because they know and trust the platforms.

2. Market reach

Of the 4.8 billion internet users across the world, nearly all of them are on social media. This means that you can reach over 57% of the world’s population through a few popular social media apps.

According to this Accenture report, the growth in this sector is expected to be three times faster than regular eCommerce – from $492 billion in 2021 to $1.2 trillion in 2025. Social commerce will make up 17% of all eCommerce by 2025, most likely driven by Gen Z and millennial consumers.

3. Growing a community

Investing in social commerce as a part of your marketing strategy allows you to increase sales while connecting directly with your customers. It’s a way to sell through networking with your existing customers and creating a community of like-minded people.

You can build long-lasting relationships with customers and make buying more convenient for them – it’s a win-win.

Take advantage of social commerce

First, know your customers

It’s important to understand who your audience is, what they like and dislike, how they prefer to buy and where they’re spending their time. This will help you choose which social media platform/s will work best for your business.

Then, choose the right platform

With good research in hand, you can decide which social commerce platform has the greatest potential for your business. Don’t forget to cross-reference your customer data with social media demographic data.

  • Facebook. Currently the largest social media platform in the US, Facebook launched ‘Shops’ in 2020 to help small businesses get their stores online for free.
  • Instagram. The app that started ‘influencer’ culture is a lucrative opportunity for advertisers and social commerce. Consumers can visit your ‘Shop’ from your Instagram profile or shop directly from your posts, videos and stories.
  • Pinterest. The original platform for inspiration – although it doesn’t have nearly as many users as Facebook, the potential to showcase your products and drive more sales is there and waiting.
  • TikTok. This platform has had exponential growth since its launch in 2017 and has the youngest audience of all social media platforms. A hashtag created by users, #TikTokMadeMeBuyIt had 8.6 billion views and helped to make their recent sidestep into social commerce seamless and successful.

A must-have: social commerce strategy

One of the reasons social commerce has been so successful is it allows users to see recommendations and peer reviews from people they trust.

Part of your strategy should be to use targeted influencers to build awareness and well-timed calls-to-action to help your conversion rates. Make the most of your customer networks by integrating as much user-generated content as possible into your schedule.

It’s time to take on social commerce

Social commerce is an infinitely-promising marketing and sales avenue for eCommerce businesses. Look to these platforms to build your brand loyalty and organically increase revenue. There’s no point burying your head in the sand – this trend has already proven it has incredible staying power and influence.

At Solutionists, we can help you tackle social commerce the right way. Talk to our team of experts today.


Sina Hunter

date published:

1 Jun 2022