Marketers say that independent e-commerce sites lack the personalization and content richness of social media, and these can promote deeper customer relationships. Other supporters say social commerce can increase customer engagement and loyalty.
However, in addition to young shoppers who are primarily mobile, social commerce has yet to gain a foothold. According to a 2017 PwC report, online buyers see social networking as a place to buy inspiration, rather than buying it directly. According to data from shopping platform provider Bazaarvoice, only 19% of consumers buy from social media platforms.
Young people like to use social commerce
The Z generation (born in the mid-1990s to the early 21st century) dominated social commerce, primarily through applications on mobile devices. Millennials (born in the 1980s to the late 1990s) also support social commerce, which has a lower disposable income than older shoppers.
The Z generation loves to search for products and general browsing through Instagram, while the baby boomer generation (born in the mid-1940s to the mid-1960s) prefers Facebook.
One of the obstacles to mobile social shopping is that young people often find ads on mobile phones that are offensive, and advertising is an integral part of successful social sales.
Popular social business website
BigCommerce, IBM Commerce, Magento, and Shopify platforms can all be combined with Facebook to provide “seamless” sales on the seller’s Facebook page, and this page becomes an online store. Facebook does not charge sellers, but most sales are done by buying Facebook ads.
Instagram also accepts shopping posts now, and sellers with free business accounts can tag products in natural posts. Instagram corporate data must be connected to the Facebook directory, and businesses can buy ads from Instagram to promote sales.
Because Instagram is part of Facebook, sellers can easily connect to their Facebook page, and BigCommerce, Magento, Salesforce Commerce Cloud, and Shopify can also be combined with Instagram.
Pinterest sellers need a business account and can set up buyable pin links to their e-commerce platform. Pinterest has partnered with BigCommerce, IBM Commerce, Magento, Salesforce Commerce Cloud and Shopify, and sellers can purchase Pinterest ads to promote shopping.
Pinterest has 200 million users and more than 60 million buyable pins. According to Shopify, Pinterest’s average order value is $50, which is higher than any other social media site.
Unique products for social platforms
Large brands are already important users of social media platforms, and small and medium sellers also benefit from selling on these sites, because as long as the seller does not buy advertising, there is no cost.
Many small brands have greatly increased sales through the use of social commerce, most of them selling unique clothing, jewelry or accessories, and their target audience is people under the age of 35.