Social Shopping: The Future of Ecommerce
Social media has come a long way. The explosion of social media goes hand-in-hand with the rise of mobile devices in the last decade or so.
According to Tech Crunch, people now spend up to five hours per day on their phone and about a third of that time is specifically dedicated to social media.
Wow, just let that sink in for a minute.
The question is not, “Is your brand on social media?” but the real question is, “Is your brand reaching the right audience and are you providing meaningful content and authenticity throughout their customer journey?” The answer should be a resounding yes.
Social media is where your consumer lives, and where they’re spending their daily time on. Consumers are online, they’re mobile, and they’re very social.
With that being said, brands are seeing a rapid shift to digital sales. Brick-and-mortar retail has taken a beating as consumers embrace the convenience of shopping on their phones.
Social media has played a critical role in the evolution of online shopping. Check this out.
Consider this in the ever-changing world of digital:
According to eMarketer, Mobile-based digital shopping is on the rise and smartphones now account for a quarter of all digital purchases.
- 75% of people have bought something because they saw it on social media.
- 80% of shoppers used a mobile phone inside of a physical store to either look up product reviews, compare prices, or find alternative store locations.
- 62% of smartphone users have made a purchase online using their mobile device in the last 6 months.
- Facebook shopping, Instagram feed, Stories, and Live have become big opportunities for retailers to make an impression.
Just recently, Amazon launched a shopping app internationally. Customers will be able to browse and ship over 45 million products to their country through the International Shopping experience.
Social Media is Where to Shop
You should already know that social media is a powerful tool for your business. In the past years, mobile has become the most dominant form of media consumption so with it, comes change in consumer behavior.
It’s where the Millennials and Gen Z are
The secret weapon is the power of Facebook and Instagram. If you don’t already know about shoppable media, what are you waiting for? You really need to catch up.
A good chunk of consumers are open to buying straight from the platform. Having a Facebook store means your customers can browse your products and hopefully complete a purchase on the spot, instead of navigating to another site to get to them.
This is a perfect opportunity for users to get closer to converting straight from your social media pages.
Shoppable tags gives eligible businesses the ability to tag products in their posts. When we developed our client, Favor the Kind’s website and social strategy, we emphasized the importance of shoppable tags, so users can have the ability to shop directly from their social feeds.
On Instagram (which is where their niche audience is) users easily tap on the post and once they click on the price tag, they are directed to the brand’s website to check out the product directly, and make the final purchase.
So easy, right? Well kind of.
In order for brands to have the shoppable features, brands must complete a number of steps beforehand. The only way to use the feature is to have a business account set up and have a product catalog on a Facebook page. Right now, Instagram only lets approved brands have the shopping functionality.
Shopping tags are only available in organic posts, so at this time you can’t promote them.
Use social media to improve your brand
- Social media is not going anywhere, even after the recent datapocalypse. Sales are expected to rise to $632 billion by 2020.
- Drive ongoing engagement with customers. Make sure to leverage a combination of organic and paid social media marketing.
- Provide special offerings, promotions, coupons, or giveaways to give people a reason to be a loyal follower and purchase your products.
Know your audience
You should already know how to target your audience. There’s a lack of understanding the digital era and the new generations coming to the marketplace. Gen Z are the people who grew up alongside ecommerce and social media. They will soon replace millennials as the most coveted customer base, so it’s necessary to get ahead of the native ecommerce curve.
Some brands are already doing this right. Will you be one of them?