Social Commerce: 8 reasons to trust in its success
Have you lost track of time and space while scrolling through Instagram or Facebook? Have you ever felt like buying something you didn’t know existed but surely need? We tell you that this is the exact moment when you have been under the power of the Social Commerce force.
What is Social Commerce?
This e-commerce takes social networks as the primary means of communication between users and sellers. We tell you 8 reasons to trust in Social Commerce’s success and, thus, to better understand our daily relationship with social networks.
If you own an account on one of the most essential social networks, you have already experienced social commerce.
Social networks have adapted their platforms in favor of commerce options. The result has been a hybrid sales model, which provides users with all the tools they need to find out how to buy through their favorite social network.
Social networks have integrated this so effectively that, for example, 60% of users use Instagram to find new products. Another example is Peoople, where the user can receive recommendations from an influencer or their best friends.
«If it’s been recommended to me a lot, it must be for a reason.»
To buy your new pair of sneakers, you will first look for references. There is a continuous marketing environment on social networks, fed back by recommendations, comments, likes, and influencers’ presence. This is what we know as referral marketing.
More and more users buy on Social Networks.
It is vital to bear in mind that 85% of Internet users use social networks to start a sales cycle through them is almost inevitable. We have to add that the number of social network users worldwide in 2019 was 3.5 billion.
Facilitates the online shopping experience for users.
The process has been reduced to specifying the purchase details and making the payment without leaving the app. The user can also directly click on an image: for example, platforms like Shop Social allow you to redirect to products by clicking on the picture instead of just leaving a link to your online store.
On the other hand, in the case of Instagram, the options that allow you to purchase products directly from the platform are available for companies with an invitation, such as Adidas, Nike, Mac Cosmetics, among others.
It marks a new sales cycle.
Perhaps one of the most essential points to touch upon in the Social Commerce vs. e-commerce debate is the sales cycle change. In Social Commerce, the cycle starts in the RRSS, where the aim is to reach customers before waiting for them to go to the platform.
Apps like StoreYa’s Facebook Shop allow you to integrate Facebook stores with other platforms such as Shopify, Magento, PrestaSHop, and Amazon Webstore, to facilitate the integration of sales cycles with social networks, allowing you to reach products of your interest in a more organic way.
Social proof is enhanced.
Social proof is nothing more than a collective psychological phenomenon that has to do with how people assume certain behaviors as positive when they see them reflected in many people.
Thus, as a result of the process of recommendations, publications, and reviews of stores on social networks, shoppers interact with greater confidence, generating a virtuous circle that increasingly enhances social proof.
In applications such as Peoople, new products and services are found exclusively through friend’s and influencers’ recommendations. Meanwhile, Fomo Social Proof is an app that works as an extension of Shopify, which allows knowing recent reviews and details about the purchasing behavior of Shopify users, among other things.
Influencer content boosts trust when making a purchase.
The dynamics of big influencers can have downsides due to false hype in big celebrity contracts. This has opened up a new niche, that of micro-influencers.
Micro-influencers have closer proximity to specific communities and tend to be more trusted as they present themselves as more specific experts in certain areas.
Brings online commerce closer to a higher percentage of people.
Companies increasingly rely on social networks to contact their customers allows users to discover products and services that they would otherwise never have known about.
Being able to buy from local designers or companies in another country is another big reason users are so comfortable relying on social commerce.