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What is Social Commerce?

Posted on June 30, 2021
by David Hill
social commerce

Social Commerce – what is it and how can it help you gain sales?

Social commerce is a booming market right now, worth an estimated $89.4 billion right now. Social commerce is the art of selling your products or services via your social media channels.

With advances in shopping capabilities on some social media platforms, consumers now don’t even need to leave the platform to go to your online shop to make the purchase. Everything from finding to selecting and paying can be handled on the brands social media platform. Facebook, Instagram and Pinterest are the trailblazers in this space.

I know what Social Commerce is, but how do I take advantage of it?

Social media has created online communities, where you can like, share and comment on all sorts of content. Social commerce is no different. Seen a product that you like and want to ask a friend (or stranger) for their advice? You’ll have a ready-made audience who can answer your questions. The same applies to brands. If you’re an active user of social media channels for your business you can be best placed to answer queries and questions about your product to help the potential customer make their decision.

Social Commerce

Show your items in the best possible light

You’ll want to captivate the audience, and what better way than to showcase your product in the best way. Think about how you would stage the item, the background, the lighting etc. You are creating a virtual shopping experience for the customer to help translate that shop feel online.

Consider what people expect from your brand too. If you have a certain style that people come to expect, don’t deviate too much from what helped build your brand in the first place. Meet and exceed those customer expectations.

Promotions and offers

Social media platforms afford brands that ability to promote their product and services offers to a large engaged audience. Use the power of social media to promote limited time offers, promotions such as Buy One Get One Free, and promote offer codes for people to use. Referral campaigns work well on social media too, so customers become advocates of your brand and earn when they refer new customers to you.

Consumer choice


Competitions can help propel your brand above others by helping you stand out. Running competitions can help build your follower base, increase visits to your online store and maximise sales opportunities. Think creatively about the competitions you want to run, and the objectives behind it. Always have a clear goal in mind, i.e. “I want to increase my followers by 500” for example.

Social commerce removes friction

See it, click it, buy it. Social media shops remove friction from the consumer journey, making it easy to follow through from discovery to purchase. They’re there. The product’s there. Nowhere to go but the checkout.

Ultimately, every click of the mouse is an opportunity for a potential customer to change their mind. If they have to go from your ad, to your website, to add the product to a cart, to filling in their credit card info, that’s a lot of moments to lose their attention.

Take those unnecessary steps away and just bring the shopping right to social.

In the money

The savvy marketers can help supercharge sales for brands via social media. 81% of shoppers research products on Instagram and Facebook, and shopping is a top priority for 48% of Pinterest users. With the eCommerce market as a whole expected to deliver $735 billion in sales over the next few years, you’ll want to do as much as you can to capitalise on this.

Social Commerce Fulfilment

Social commerce fulfilment works very similarly to eCommerce fulfilment, when a customer places an order the fulfilment process of picking, packing and posting starts. The one difference, depending where the transaction was made, is how the fulfilment provider integrates with the sales platform. This can be trickier than integrating with online stores and marketplaces. To find out more about order fulfilment, read our guide here.