It has become natural to see social media changing the patterns of shopping as it has begun to integrate social commerce. Users opt to use it so that they can buy their preferred products from different social media platforms. Additionally, it is also turning into a main channel to discover various products through shoppable content and influencer marketing.
This shift has been pressurizing traditional malls, though some of them have started adopting policies that integrate offline shopping and online shopping, like in-store digital tools and click-and-collect services. Some incredible features of social media, like incredible convenience and a tailor-made shopping journey make it dominate physical malls.
Reasons why Social Commerce is Ruling the Market
Many factors contribute to the advancement of social commerce. People love social commerce because it offers unparalleled convenience. They can find products organically just by scrolling through their preferred platforms.
Users can make purchases even when they do not switch between different applications. social proof too is an important factor. If you find your friend to be recommending a product, you will buy it naturally, and it will encourage credibility, which will result in a higher conversion rate.
How are Social Media Platforms Revolutionizing Social Commerce?
Every social media platform is busy customizing its shopping features so that it can drive sales and improve the experiences of users. A few notable social media platforms are
Facebook – The Facebook Marketplace feature allows businesses to cater to customers through targeted advertisements.
Instagram – When brands use Instagram Shops, they can form storefronts. Again, they can also tag products and permit users to buy even when they do not leave the application.
TikTok – This is acknowledged as a social commerce powerhouse where you can be involved in live shopping events, and this feature helps in driving instant sales.
WhatsApp – WhatsApp is a massively popular social media platform that facilitates direct communication between customers and businesses alike. Thus, it makes shopping for customers a highly personal experience for them.
Pinterest – The visual search capacities and shoppable pins of this platform assist users in buying and discovering products seamlessly.
What can influencers do in social commerce?
To expand the power of social commerce, influencer marketing plays a pivotal role. When social media personalities who have a loyal fan following introduce products or services to their audience in an engaging and authentic manner, they help in driving sales. No matter through unboxing videos, product reviews, or tutorials, influencers become capable of developing the trust gap that exists between consumers and brands. Today, nearly every brand collaborates with influencers to form exclusive promotions and limited-edition products to improve sales and engagement.
Conclusion
To cater to the taste of more users, today, firms have been using the choice of call-to-action buttons and shoppable stories. As more and more users are using social media, shopping on a social media platform is becoming more mainstream with each passing day. Hence, today, consumers do not grab their shopping bags and visit a mall anymore but grab their mobile phones and begin shopping.
