Why D2C brands must leverage Social Commerce for driving more sales and brand awareness

Posted on April 23rd, 2021
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Why D2C brands must leverage Social Commerce for driving more sales and brand awareness

What is Social Commerce?

You might’ve seen a pair of shoes or any fashion product on your Instagram feed and clicked on the “shop now” option and completed the purchase right there in the app. Alternatively, You might have come across a reasonably priced hairdryer while scrolling through your Facebook feed and click “Buy” to purchase the item.

This process of selling and purchasing goods directly on social media is known as social commerce. It’s is an effective tool for brands to streamline the purchasing process and improve social media marketing for consumers.

Why Social Commerce?

Currently, 53% of the world population use social media platforms like Facebook, Instagram or Pinterest and their purchasing decisions are highly affected by social media. It is the right time for brands to get into action and take full advantage of social commerce by converting these sites into a sales platform.

Here are some of the advantages that you must know before incorporating social commerce into your business.

  • Smooth purchasing experience

Each mouse click is a chance for a potential customer to change his or her mind. If you are making your customers click on your ad, website and credit card details, there are more chances that they will change their mind. Instead, you set up a social media shop and eliminate all the unnecessary steps. Customers can simply discover, click and purchase the product without going anywhere.

  • Hyper-targeting the audience

With so much customer data available on social media, you have a fantastic opportunity to fine-tune and target your ads. Social commerce provides the opportunity, in a manner that traditional e-commerce and marketing can't, to bring particular goods ready to buy before individuals who love them.

  • Scope for generating more revenue

Researchers have forecasted e-sales to surpass $735 billion in the upcoming three years, so the scope for making a large fortune is only increasing. Social commerce provides a way to reach 81% of shoppers who are already there on social media platforms looking for the products, thus creating an opportunity for you to generate more revenue.

Is it ideal for Online Startups?

Starting an online business with social commerce is a low-cost option. When you don't want to pay for a website, this is the way to go. The limitation is that it only applies to certain types of goods, especially those with a strong visual appeal. Entrepreneurs selling clothing, lifestyle goods, household furniture, stationery, and other similar items would do well in social commerce.

How to incorporate Social commerce in your business?

You can integrate social commerce into your business in multiple ways ranging from actionable “buy” buttons on your Facebook or Twitter posts to curated Instagram galleries on your website. But before taking the next step, you must determine the best strategy first, for your business and clients. Here are some of the best strategies discussed below.

  1. Facebook Shopping

Facebook shopping is one of the most common types of social commerce and many brands have introduced their embedded stores on this platform. Also, it is quite easy to set up Facebook shopping integration with multiple e-commerce platforms. Whether you use Shopify, Wix or WooCommerce, these platforms allow you to synchronise data between your site and your Facebook store, transmit all Facebook orders to your site and automatically update your Facebook store.

Setting up your Facebook store can be a painless process if you already have a Facebook business account. You can start tagging products in your posts and ads once you've completed the setup and customers can check the product details of Facebook and even like, save or share them, contributing to the development of your online brand community.

  1. Instagram Shopping

Instagram is rapidly gaining popularity and over the last three years, the number of marketers using Instagram for business has increased from 53.2% to 73.2%. You can create a personalised storefront page on Instagram, acting as a curated collection of goods for sale and each product will have its own detail page comprising price, media and a comprehensive description. You can also tag your products in your posts and stories using Instagram’s shopping tags for a better reach.

Easier and personalised product discovery has led 70% of shopping enthusiasts to turn to Instagram and thus making your products available on Instagram, where the user engagement is high, will help you target and acquire a large number of customers, resulting in increased sales and revenue.

  1. Whatsapp shopping

WhatsApp is hailed as a game-changer because it is used by all. However, it lacks the visual appeal of its competitors, such as Instagram. Sellers may now upload catalogues to their business accounts via the app. However, a consumer's willingness to purchase improves if they can visually understand and interact with all facets of the product. In this situation, Instagram and Facebook come out on top.

  1. Third-party app integration

With the rapid advancement of technology, small businesses now have access to hundreds of tools aimed at providing positive social media experiences. The use of social proof is one of the most effective ways to increase customer loyalty through social media. This includes reviews, photographs and videos submitted by customers on your website to inspire other users.

Many applications, such as Loox, Stamped, and Okendo, enable consumers to leave product reviews easily through automated e-mail reviews requests. These platforms even allow you to reward them with loyalty points for sharing their opinions, motivating them to share more. As a result, you are left with social proof which is valuable for your customers.

Making most out of Social Commerce

  • Make use of social commerce as a listening tool

If you sell goods that are heavily influenced by customer sentiment and trends, such as clothing and accessories, you can monitor how visitors to your social store react to the items you display. Unlike e-commerce sites like Flipkart or Amazon, where usually only shoppers write feedback, here you'll find potential customers commenting on your stuff, tagging their mates, and responding to them.

  • Social commerce is an excellent way to put prototypes to the test

It makes sense to consider your future customers what they think before placing a big order for a product or starting to manufacture them. You should display photos and solicit feedback, such as which options they choose.

When it comes to Social Reselling

The distinctions between different forms of digital commerce are blurred in a diverse country like India. Although social commerce is generally limited to in-app or on-website purchases of goods on social media, reselling sites have given the term a new twist. According to an EY article on social commerce, social reselling sites such as SimSim, Meesho, GlowRoad, and Bulbul have made selling social.

Resellers gain access to vendors and a wide range of product inventory after downloading such applications. Shipping and logistics are handled by the owner of the application. Facebook, Instagram, and Whatsapp are only a few of the social media sites that these applications seamlessly interact with. The idea is to sell goods through the reseller's online social network.

Conclusion

Gone are the days now when you created a business account on Facebook, Twitter, Instagram or any other social media platform and occasionally posted a photograph of your product as a part of your social media strategy. You must stay current on all social trends and strategies in order to keep up with your customer’s evolving social media behaviours and social commerce could be the tool you've been looking for to build long-term customer relationships.


Category:
Best Practices

Posted on:
April 23rd, 2021