The practice of creating shops within social media platforms, such as Instagram and Snapchat, and accepting orders via instant messengers like WhatsApp and Telegram, is called social commerce. During the past few years, it has already been adopted by many companies around the world, from local bakeries and jewelry makers to global enterprises, such as Nike and Domino’s Pizza.
If you wonder whether your business needs social commerce, the answer is more likely yes than no. The increasing number of features makes it possible to showcase and sell various types of physical goods and services in the best way possible on social media. In order not to be unsubstantiated, let’s cover some of the key reasons why social selling is worth a try.
Higher engagement
Users of social media would be pleased to learn that they have the ability to shop for their favorite brand’s products directly on Snapchat or Instagram, which they already use daily. Setting up shops on social networks promotes new and original ways of brand-customer interactions, and tagging a brand in a post with a photo of a recent purchase can unexpectedly lead to a surge in sales.
Audience growth
Every day, billions of people connect with one another on social media and messaging apps. Through engaging in conversations with customers and showcasing their offerings on social media, brands can promote and sell their products in a more efficient manner, since these activities can attract even such segments of the audience who are reluctant to set up accounts on multiple e-stores and have refrained from making a purchase because of this. By making the customer journey shorter, companies can effectively attract new clients and build long-term relations with them.
Helpful insights
Social media and messaging platforms that provide built-in shopping features for social commerce also have tools for detailed analytics of customers’ demographics, behavior, and preferences. The data gathered thi way can be used to make every aspect of your company’s digital strategy more effective, from picking the communication channels that require special attention to choosing product photos to use in virtual storefronts of social media platforms .
Improved satisfaction of customers
Social commerce doesn’t end when a customer clicks the "Checkout" button. Of course, more sales is a reason to adopt social selling, but the practice helps to establish and strengthen long-term customer relations as well. For instance, brands should use the same social media channels they use to make a sale to provide post-purchase support or shopping advice for returning customers. Considering that a company already has details on a customer’s purchase, as well as their demographics and tastes (see the point above), a sales rep or support agent can help with a request in a more personalized and efficient manner, asking fewer repetitive questions and making the customer feel a better (read ‘closer’) connection with the brand.
Social proof
In contrast to advertising, which is regarded by customers with much higher caution than a decade or two ago, social media provides more authentic ways of promoting brands and their offerings. Videos of unpacking, stories with brand mentions shot by satisfied customers, or positive comments under posts created by a brand — these and other forms of content work toward enhancing a company's public image and reputation. However, it should also monitor any negative feedback that can easily go viral, if published on social media, and be prepared to solve arising issues in the most customer-focused fashion to downplay any negative effects and take customer experience to the next level.