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What is social commerce?

Social commerce is the process of selling products and services directly through social media.

With social commerce, the entire shopping experience from product discovery and research to checkout, takes place right on social media.

Social commerce has created a new era of online shopping, using the power of social media to transform the way we find and purchase products and services.

Social commerce has seamlessly integrated shopping into popular social media platforms like Instagram, Facebook, Pinterest and, most recently, TikTok. Users can now explore products and make purchases without ever leaving their favorite social apps.

Social media influencers

Social media influencers, who have built sizable and engaged followings, wield substantial influence over consumer preferences. They promote products through sponsored posts, reviews, and unboxings, effectively serving as brand advocates and driving sales.

Consumers actively participate in the shopping experience by sharing photos and reviews of products they’ve purchased. This user-generated content fosters a sense of community and trust, allowing prospective buyers to gain insights from their peers and ultimately make more informed decisions.

The personalization of product recommendations and advertisements on social media platforms is a game-changer. These platforms collect extensive user data, enabling businesses to target effectively. The result is a shopping experience that feels tailored to the individual, and benefiting the creator for the amount of products sold through their link.

Live shopping events have emerged as a way to engage with customers in real time. Brands and retailers use livestreaming and virtual events to showcase products, answer questions, and provide instant feedback. Shoppers can participate actively, ask questions, and make purchases directly while watching live broadcasts on any of the social media channels listed above.

Where’s the proof?

Shoppers are heavily influenced by the choices and reviews of their peers. Social media platforms make it easy for consumers to share their product experiences, increasing the credibility and trustworthiness of brands and products.

Social commerce using targeted advertising, mobile-first shopping experiences, and the integration of chatbots for customer support increases the convenience and efficiency of daily shoppers. This creates a global expansion of e-commerce by connecting businesses to audiences worldwide, breaking down barriers of physical store locations.

As the trend of social commerce continues to evolve, it not only changes the way we shop but also transforms the way businesses market their products and interact with customers. The impact of this transformation is poised to expand as social media platforms continue to innovate and incorporate new features, making the shopping experience more interactive, engaging, and convenient.