Success in ecommerce and retail today hinges on consumer convenience. It is fast becoming a powerful tool in the e-commerce industry, transforming the way businesses engage with their customers and increasing sales through social commerce. Being able to tap into social media networks and their platforms makes it a game-changer in the industry because of its convenience, engagement, and accessibility.
With 52.7 million social media users in the UK alone in 2024, and the boom in social media marketplace selling, this represents a potentially lucrative avenue for ecommerce vendors to explore.
Social commerce – the process of selling products directly through social media platforms such as TikTok Shop – provides the complete shopping experience within the social media ecosystem, going beyond just marketing products. With today’s tech-driven market, consumers crave convenience, and social commerce provides both. As a customer, social commerce provides an easy way to discover brands, research products, contact customer support, find reviews and feedback, as well as pay on the same platform they already use.
Despite its relatively new status, social media has been around for quite some time. What was once a means of connecting with family and friends has now become a resource for research, news, and inspiration from influencers. It has become the place to shop thanks to platforms such as Instagram, Tiktok, Youtube, and Facebook, which allow e-commerce merchants to sell directly to customers and boost revenue streams. Georgia Leybourne (pictured), Chief Marketing Officer, at Linnworksdiscusses this further…
The Expansion of Ecommerce Channels
With physical stores around the world forced to close their stores due to various different restrictions during the pandemic, retailers were required to do two things. Firstly, they had to diversify and find another use for their temporary stores, while relying more heavily on other channels to sell their products.
And secondly, in the calm after the storm post pandemic, consumers now place a premium on convenience and seamless shopping experiences, and retailers who make it easy to shop are more likely to achieve loyalty and success. And, of course, retail executives intuitively understand this as consumers require retail services to fit around their busy lifestyles too. This means, above all else, shopping online must be effortless from start to finish. Recent findings show that around 70% of shopping carts today worldwide are abandoned at check out, making finding and addressing the reasons for this paramount.
Community commerce is also driving social commerce growth by connecting community, engagement, and shopping, which drives purchasing and engagement both before and after checkout, resulting in increased social commerce sales. It is expected that the social commerce industry in the UK will more than double in the next four years, increasing from £7.4 billion to almost £16 billion by 2028, thanks to the seamless integration of social with ecommerce and the advancement of shoppable formats like interactive advertising and live shopping.
As we continue to shop in a ‘post-store era’, the brands that will succeed will break these boundaries, adapt quickly in the face of these challenges and make the commerce experience as smooth as possible for customers, wherever they are and in the moments that matter.
Seamless Social Shopping
A seamless buying experience within social platforms reduces friction, enhances user satisfaction, and minimises abandonment rates by ensuring a smooth, uninterrupted buying journey.
Social commerce’s rise can be attributed in part to the seamless nature of this streamlined experience, which is optimised for mobile and tablet use. For example, it can take mere minutes to identify a product, hear an endorsement, and make a purchase, all without having to leave the app. On TikTok for example, the experience is near immediate. Users could be watching influencer content featuring a tagged product, which when clicked, takes them through to TikTok shop where they can purchase.
With social media shopping, brands can connect with consumers in new ways and learn more about their needs. Consumers are more likely to respond favourably to product endorsements when they are in the space where they already want to be, which makes them more malleable to brand activity.
Looking ahead, social shopping will likely evolve in several smart ways. Technology such as Augmented Reality (AR) integrations are primed to further shape the shopping experience, allowing for innovations such as virtual product try-ons and immersive interactions. Live shopping experiences, such as influencer-led events or real-time product launches, will also become more prevalent, fostering direct engagement and sales, and AI-driven customer service within social platforms could offer instant support, enhancing user satisfaction and boosting brand and customerloyalty. All of this helps to offer an attractive buying experience, and ultimately encourages repeat business.
Conclusion
It’s clear that the boom of social selling is reshaping e-commerce. Retailers who embrace this new channel of commerce and continuously innovate will deliver a seamless, personalised shopping journey. This approach leads to improved customer satisfaction, increased brand loyalty, and potentially higher sales across the business too by encouraging repeat business.
By seamlessly integrating social media engagement with ecommerce functionality, brands can leverage the power of social interaction and personalisation, which is transforming the industry and offering businesses new avenues to connect with consumers and drive sales. For brands to succeed in the digital age, they will have to adapt to the changing nature of social commerce and implement effective strategies by embracing the technology at the forefront of driving change in the industry today and into the future.
