Social Commerce: Changing eCommerce Fast

What is social commerce? Social eCommerce is when social media platforms are used to make more personalized and targeted shopping experiences for customers.

definition of social commerce

Most purchase journeys have too many unnecessary steps in the conversion funnel.


Each one massively increases the chance your potential customers are going to abandon their purchase and leave your store forever.


The problem lies in poor execution of social advertising tactics and unnecessary funnels.


We’re too concerned with making sales through cheap tactics instead of solving consumer problems, wants and needs.


We will tell you this upfront, you only need two things to create a successful online business.


  • A product that helps people solve a problem.

  • A product that satisfies the needs or wants of a person.

  • A streamlined purchase journey. One that makes it easy to purchase, without any obstacles in the transaction process.


First, you have to examine how you can use technology to create a better customer experience. Social media by far is one of the most popular platforms to increase sales for an online business, hence the rise of Social eCommerce.


  • There are 1.47 billion daily active users on Facebook alone.

  • 60% of Instagram users say they find new products on Instagram (so it makes complete sense to also sell them on the platform).

  • 30% of online shoppers say they would be likely to make a purchase from a social media network like Facebook, Pinterest, Instagram, Twitter or Snapchat.

  • Social Media Messenger sales are massively outperforming the current ROI champion of email.


Your audience is on these social media platforms and they want to purchase through those networks.


The smartest option would be to implement a social commerce strategy that engages users where they are and turns their social media engagement directly into sales!



social commerce ideas


Social Commerce Tactics You Can Use Right Now


Social commerce sells products directly through social media networks. Knowing which social media platforms your users are using and which is right for your business can set you on the right track when utilizing social media advertising.


Thanks to chatbot checkouts and autofill for payment and delivery details, it means purchases take no more than 2-3 minutes.


1. Manage social commerce with your eCommerce platform.


If you are running your store on Shopify there’s a number of tools allowing you to quickly integrate your products to your Facebook store, Instagram tags, and buyable Pinterest Pins.


Shopify itself has a built-in integration channel that allows for easy access to your social media advertising efforts. We love the visual of Shopify's social media advertising, however the best way to actually use Facebook and Instagram advertising effectively is using Facebook Business Manager itself.


2. Cheap products sell fast on social media


Haven't you noticed a lot more social media ads that are trying to sell you clothing, frames, school supplies, vitamins.. you get the point.


You rarely see fridges, diamond necklaces, or anything over a $1,000 dollars on social media ads. There is a major reason why. High-ticket items are hard to sell and are especially hard to convince impulse buyers to make the purchase.


Imagine you’re an avid marathon runner.


When walking down the street you pass a store selling a $1,000 pair of high-performance shoes.


Are you going to buy it on an impulse?


Definitely not.


However, if you’re walking along and you see the new high-performance shoes for $125, new socks to go with your new shoes that go for $10, or an awesome headband that boasts "new technology sweat-absorbing" for $20 are you likely to buy them?


If you are a die-hard runner, most probably, yes.


Social media shoppers are there to enjoy themselves. 8/10 social media users are not willing to drop $1,000 on a product they really want.


You’re more likely to make the sale if you focus on low-cost products and impulse buys. This will attract those impulse buyers that love to shop, I am sure you can name a few.


If you check most social shopping campaigns, you’ll notice how the products are generally lower priced.


Below is the average order value of referrals by social platform.