What is Social Commerce? 3 Benefits of Social Commerce

Joanna Okedara
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    By 2025, it is expected that social commerce retail sales in the US would amount to around $80 billion. About 4.59 billion people, or 57% of the worldwide population, already use social media.

    If there was ever a time to consider social commerce, it would be now. Social commerce allows b2b eCommerce businesses to expand their brand presence and reach their target market. Brands can improve their b2b sales processes and create the ultimate omnichannel customer experience.

    Key Takeaway: Integrating social commerce allows businesses to interact with customers in their comfort zones. It's easier for customers to get a feel of what your business does and how your product/services work.

    In the ever-competitive eCommerce industry landscape, it is important to always be a step ahead of competitors. One way to make this possible is by integrating social commerce.

    This article explains all you need to know about social commerce and how it can shape your eCommerce business in the beginning of 2024.


    What is Social Commerce?

    Social commerce is the process of selling products and services directly through social media. Facebook, Instagram, and Twitter are just a few examples of social networking platforms that are used in social commerce to advertise and market goods and services.

    With social commerce, every step of the purchasing process—from product research and discovery to b2b payments—takes place on social media. The level of consumer engagement with a brand's marketing via retweets, likes, and shares is a key indicator of the effectiveness of a social commerce effort.

    A possible explanation for social commerce's rising popularity is that it offers a more convenient and engaging shopping experience. According to projections, social commerce will have a global market value of $2.9 trillion by 2026.

    Consumers want to use these platforms for both research and transactions, making purchases with a few clicks while scrolling and keeping up with friends' and influencers' latest activities. Additionally, social commerce allows consumers to:

    • Learn about brands
    • Research products
    • Engage with customer service
    • Buy products

    Social commerce, as opposed to social media marketing, allows customers to make purchases directly through social media platforms. In other instances, the social media platform may have links that take users directly to the product page of the shop, where they may finish their purchase.

    With the help of social commerce, customers can complete their full online purchase experience without ever leaving the social media platform they're using. For the consumer, this essentially means less interruption, allowing them to transact immediately, with fewer clicks, and utilizing features like autofill payments.


    How Effective is Social Media to the Process of eCommerce?

    eCommerce, in its simplest form, refers to an online purchasing experience through a website or branded app, frequently developed on an ecommerce platform like BlueCart. Online shopping and selling of products are both included in ecommerce. 

    Although the model is practical, it is far from ideal. In the next three years, social commerce is anticipated to grow to 17% of all e-commerce revenues from its current 10% share.

    Mobile cart abandonment rate is far higher than that of desktop users, making up more than 50% of all internet traffic. Streamlining your checkout procedure is essential as customers switch to mobile devices for regular transactions.

    Social media is where social commerce connects with consumers most frequently. In a single buying experience on a single platform, the social component of it all gives authenticity and trust.

    Due to the platform's ability to make client engagement for businesses very simple, social commerce is pertinent today. Here are several ways that social commerce increases customer experience:

    • helps brands stand out by giving them a platform to share distinctive brand stories through a variety of content forms.
    • transforms casual scrollers into active customers. Users of social media are not only exposed to your business, but they also have the option to make a purchase without ever leaving the platform.
    • shares, likes, and comments on your brand's content provide trustworthy social proof.

    A brand can target customers with products customized to their individual likes and streamline the online buying experience by creating a social commerce strategy. Through social selling, businesses can foster customer engagement, brand loyalty, and personal connections with their customers. 

    As a result, the buyer might buy additional goods or promote the brand on their own social media accounts. Due to the rapid and simple nature of social commerce, customers are more likely to make quick selections while making purchases.

    Want to know how AI in eCommerce can help you create a more efficient sales and marketing process? Read this blog!

    3 Benefits of Social Commerce to B2B Businesses

    Here are some benefits of social commerce for businesses:

    1. Streamlines the Purchase Process

    The amount of research a customer must do before eventually choosing to purchase your good or service is reduced through social commerce. Social commerce offers a variety of customer touchpoints through which you can connect.

    1. Tells Your Brand Story

    Through numerous customer touchpoints, social commerce features like live video shopping aid in promoting brand equity and presenting brand stories.

    1. Boosts Customer Engagement

    The gap between a brand's view of its engagement and its consumers' impression of that engagement can be closed by connecting with customers through social commerce.

    Top 4 Social Commerce Strategies

    So, how can your business integrate social commerce successfully? Here are four strategies to try out:

    1. Using Video Content

    Videos on Instagram, TikTok, or Facebook provide businesses the chance to highlight the benefits of their products and show them off in more natural and relatable ways. Customers may be inspired to buy their products as a result.

    1. Influencer Marketing

    Influencers can work with brands to promote a good or service on their own social media channels, encouraging users to visit the brand's website. Brands can use this type of "word-of-mouth" marketing to sell their products by utilizing the sincerity of a customer's relationship with an influencer.

    1. Inserting "Shop Now" Links

    A brand may include products with a "purchase now" button, a swipe-up function, or a checkout feature in their posts or stories. Users are directed to the brand's eCommerce website or the product pages on its social media accounts to make purchases.

    1. Content created by users

    As part of their marketing strategies, businesses can encourage customers to create original content about their goods or services. More people become aware of a brand when users produce and distribute brand-related content.


    Frequently Asked Questions About Social Commerce

    Here are some frequently asked questions about social commerce:

    What are Social Commerce Sites?

    Social commerce sites include the following:

    • TikTok
    • Facebook
    • Instagram
    • Pinterest
    • Snapchat
    • Twitter

    What are the 6 Features of Social Commerce?

    The six features of social commerce are:

    • Buyers community 
    • Group buying 
    • Purchase sharing
    • Curation
    • Social advice
    • Co-shopping

    What is Social Commerce?

    Social commerce is the process of selling products and services directly through social media. With social commerce, the entire purchasing process - from discovery to making purchase, is done on social media.

    Looking Ahead in 2024

    The market for social commerce is only expected to expand in 2024, according to these social commerce trends. Platforms will keep releasing new features as the number of social media users increases in an effort to increase consumer spending.

    Brands must take advantage of these trends if they want to stand out in the increasingly congested social commerce environment. Develop a strategy to engage with your target audience on the social media platforms they use once you have identified them.

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