Maria Jose Guerrero
Social commerce uses of social media platforms as an extra sales channel. E-commerce businesses are increasingly leaping on this bandwagon due to the benefits involved. The main advantage is that it is a channel where users already spend a significant amount of time each day. So, if you are looking to expand your sales and reach out directly to potential customers, you can consider whether to enable selling through your social media platforms.
Tip: If you are going to take the plunge into social commerce, find the most suitable pricing strategy for the different target markets found on each social media platform. Assess your risk level and profit margin and learn how to start social commerce. From Minderest, we tell you the first steps and what you can achieve.
Firstly, you should bear in mind that in an e-commerce business, sales often occur from a customer’s search. However, sales happen through social relationships between users on social media platforms. Or, to put it another way, the user establishes a connection with the brand, follows its social profiles and, from there, buys new products which interest them. Therefore, one of the main aims of social commerce is users’ loyalty and strengthening their trust in the brand.
One of the first websites to exploit this possibility was Facebook, which enabled a section to create a store within the social media platform. Instagram followed, first with direct links to items for sale and then with Instagram Shopping. This functionality allows e-commerce businesses to create a storefront to sell products and services easily and without clicking out of the application. Customers can simply click to see the products for sale and their features. The Instagram app takes you directly to the selected product page within the e--commerce site, where you can add the item to the basket and make the purchase.
Tips to start selling on social media platforms
Once you have decided to launch social commerce, start by selecting which social media platform you will use as a sales channel, as not all will meet your requirements. You can choose one or more of the social media platforms to develop your social media marketing plan based on the user’s level of engagement and interaction and the target market you want to reach with the products for sale.
It’s crucial to offer personalised offers to grab your followers’ attention. Through discount codes, referral programs, or bonuses to loyal customers, new purchases are encouraged among users who already know and follow the brand.
These users will also act as brand influencers through comments and reviews posted on the social media platform. Therefore, it is always advisable to activate the comments section on product sheets. This demonstrates other consumers’ satisfaction with the different items, and reinforces the brand’s transparency and credibility. A store that does not have user feedback risks losing the trust of potential customers who may not consider it trustworthy.
What benefits does social commerce bring?
Benefits for users
- They don’t have to click out of social media platforms to make their purchases.
- They can easily consult other users’ opinions.
- The purchase process is faster and easier. In some cases, it only takes one click.
Advantages for brands and retailers
- They maintain direct contact with potential customers.
- They have users’ trust and reinforce it daily through organic and paid campaigns.
- Increasing traffic to the e-commerce site improves brand positioning in search engines.
- They differentiate themselves from the competition by offering a value-added service.
On social media platforms, it will also be essential to keep track of your competition's activity and sales level to take the necessary measures. You need to know the content of campaigns launched, the competitors’ prices and the discounts they are applying to attract new buyers. This allows you to anticipate their moves and adapt to market needs without affecting your profit margin.
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