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Why is social media the e-commerce future?

Why is social media the e-commerce future?

Consumer views have already been influenced by social media, but what's more fascinating is how it will directly affect ecommerce and how we buy.

Why is social media the e-commerce future?

From AirPods to Fashion Nova clothing, social media has shown to be essential for firms wanting to increase sales and brand exposure time and time again. E-commerce and social media are inextricably linked, and no luxury brand can hope to thrive online without a focused social media plan.

Social media will grow more integrated with e-commerce in the future, and present trends appear to be beneficial. Over 81 percent of UK consumers say they've bought something after seeing it on social media, and mobile commerce sales are expanding at a rate of 16 percent per year.

As social media becomes more integrated into e-commerce, brands must stay on top of shifting trends, technology, and new techniques in order to maximize the commercial prospects it offers.

How social media is making shopping easier

It's understandable why companies are embracing social media sites. Here are some major statistics that demonstrate the appeal of social media:

  • There are 3.4 billion users on Facebook and Instagram.
  • Over 60% of Instagram users claim the platform has helped them discover new products.
  • At least once a day, 200 million Instagram users visit a business page.

With such a large market, it's no surprise that social media companies are looking for new methods to improve e-commerce and retail on their platforms. Instagram's shoppable posts feature was debuted in mid-2018, allowing companies to tag products in organic posts that customers can tap to learn more and make purchases.

Users can also utilize Snapchat's visual search capability to point their camera at products or barcodes, which will take them to the Amazon Store, where they can finish the transaction. Many firms have implemented chatbots on Facebook to allow users to submit customer service requests or make transactions.

While there has been a lot of technical innovation in the area of social media and e-commerce, the outcomes have been mixed. While social media does have an impact on consumer impressions of items, it has yet to meet expectations as a direct commerce medium. According to a recent SUMO poll, 82 percent of shoppers have never used social commerce.

Despite this, the business world is bullish about social media's role in e-commerce. Customers are gradually getting more amenable to shopping directly through social media, according to the same survey. Security and privacy are the greatest concerns that are preventing widespread adoption. 

For example, 74 percent of shoppers are now willing to buy from a chatbot, up from 55% in 2016. Furthermore, 30% of internet shoppers think they are likely to make a purchase through social media.

Consumers' willingness to shop on social media should be considered in the light of broader shifts in consumer purchasing habits. Cash payments are progressively falling, and online purchasing is putting pressure on the high street in the United States and the United Kingdom. 

And, as no one should be surprised, social media usage is on the rise, with the typical individual spending over two hours each day on the platform, mostly through their phones. With more consumers attached to their phones and prepared to spend money, it's critical for firms to make e-commerce through social media a reality.

As more social media networks experiment with e-commerce, the user experience, and transaction techniques will improve, making it appear a more efficient option for consumers.

How might businesses benefit?

  1. The most important takeaway from the above is that social media is here to stay, and customers want to trade in more efficient ways. However, businesses must establish a marketing plan that engages users in order to attract consumers to the point where they are willing to spend money on a social media network.
  2. Given that over half of internet users in North America and Europe (47%) are now classified as social consumers, shops stand to benefit from a solid social media strategy. Every year, the way people use social media evolves, from a tool for uploading user content (pictures, posts, etc.) to a platform that includes e-commerce.
  3. Many social media users are outspoken and willing to engage with brands by discussing products they've purchased or publicly commenting on them. Brands must also engage non-verbal customers and create interesting social media content that attracts users and converts them. Successful brands will submit material to their social media accounts on a regular basis.

Bringing localization to e-commerce and social media

Every year, global e-commerce grows, and firms targeting multinational and multilingual markets must prioritize a strategic, well-thought-out approach that resonates with their target consumer. Simply put, there is no such thing as a "one-size-fits-all" solution.

To engage with their target market, marketing information must be effectively translated and localised. Because social media is so widely used, marketers cannot limit their social media strategy to the Western world. There are 567 million social media users in Latin America alone and approximately 350 million social media users in Africa and the Middle East.

Given the effect of social media on e-commerce, it is critical for firms to employ a multilingual social media marketing strategy in order to reach audiences in international markets.

Brands should look to localize and capitalize on cultural aspects such as holidays and respect for regional beliefs, rather than just translating material directly.

Consumers trust peer and personalized recommendations, as we've previously stated. Localizing social media content is the first step toward communicating effectively in the language of your clients and developing a personalized marketing approach.

Don't forget to read: Investing in top E-Commerce Companies 2022


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