Sean Cho
March 3, 2023
•
6
min read
Imagine a world where social media is a bustling marketplace. Prospects browse feeds where every click, like, and share is a potential sale. This is our current reality. The rise of social media has given businesses a new platform to reach customers, changing the game of digital commerce forever.
Commerce has always adapted to new technologies. Networks have replaced traditional bazaars, and mobile devices have replaced verbal chatter. Despite these shifts, successful commerce still relies on trust and human relationships.
In this blog, we explore how social media impacts digital commerce. We will also look at how businesses can harness the human touch to grow their brand.
Why should you pay attention to social media?
Social media has revolutionised how we interact. With platforms like Instagram and TikTok growing daily, traditional businesses must take notice.
- Gen Z Trends: Social media is the number one source of inspiration for 97% of Gen Z consumers.
- Platform Adaptation: Brands must reach customers where they spend time.
- New Channels: This includes working with influencer marketing and the rise of social commerce.
Shopping is no longer just a transactional experience on an e-commerce website. Buying experiences are now driven by loyalty and human connection.
Impact #1: Rise of influencer marketing
Influencer marketing is one of the most significant shifts in digital commerce. Influencers build followings by sharing content that resonates with their audience.
- Authenticity: Brands partner with influencers to reach audiences more naturally.
- Trust: 66% of shoppers trust influencers more than traditional brand advertising.
- Expanded Reach: Businesses tap into the specific social channels where followers are most active.
However, the industry faces challenges. Some influencers have promoted products they don't use or failed to disclose paid ads. This has led to stricter regulations. Social media platforms now use new guidelines to ensure transparency and regain consumer trust.
Impact #2: Popularity of social commerce
Social commerce allows customers to buy directly through social platforms. It transforms how businesses interact with their fan base.
- Research Habits: 75% of shoppers use social media to research products.
- Mobile Growth: Mobile e-commerce is expected to account for 72.9% of all e-commerce sales.
- Seamless Experience: Features like Instagram’s "Shop Now" button and Facebook’s "Marketplace" make driving sales easier.
Challenges still exist, such as high return rates. The average online purchase return rate is 18.1%. Brands must be strategic to ensure they provide real value rather than just noise.
How to deliver better social commerce experiences
1. Consolidate social data in one place
Consolidating data on a platform like CINNOX gives you a holistic view of customer behavior.
- Unify Chats: See messages from Facebook Messenger, WhatsApp, and WeChat in a single conversation.
- Personalise Support: Use the human touch by greeting customers in their preferred language.
- Smart Recommendations: Make suggestions based on what was discussed in previous chats.
2. Seamless offline to online experiences
Integrating touchpoints creates a consistent journey for the customer.
- Post-Purchase Engagement: Slip a "thank you" card with a QR code into shipping boxes.
- Easy Access: Include web links in post-delivery emails to make chatting with an agent one click away.
- Boost Loyalty: Easy channel switching improves engagement and revenue.
3. Evaluate the effectiveness of social channels
Tracking feedback offers insights into customer preferences. It helps you stay ahead of changing demands.
- Audience Matching: Know which channel resonates with your target demographic.
- Global Support: WhatsApp may be popular globally, while WeChat is essential for China.
- Future Proofing: Use webhook integrations for apps like Telegram or future trending platforms.
4. Complement your e-commerce store
Social media should drive users toward the detailed information found on your website.
- Showcase Products: Use social feeds to highlight promotions.
- Seamless Transitions: A CINNOX web widget on your site can pick up exactly where a social media chat left off.
5. Empower social media using chatbots
Chatbots provide quick, efficient service for routine queries.
- Scale Support: Chatbots handle common questions, freeing agents for complex issues.
- Data Learning: The more interaction data you collect, the better your AI-assisted channels become.
- Dark Data: Use previously ignored data, like website logs, to gain new insights.
6. Turn one-way into a two-way conversation
Static posts become dialogues when you embed CINNOX web links or QR codes.
- Instant Engagement: Allow potential customers to start a live chat or web call immediately.
- Stronger Relationships: Direct communication builds trust and increases conversions.
Social commerce is here to stay
Social media is vital for digital commerce, offering an effective way to engage with customers, build brand awareness, and drive sales with billions of active users. It provides unprecedented reach and visibility, and continuously evolves with new features, enabling businesses to stay innovative and keep up with changing customer needs.
