The rise of mobile traffic has found a perfect all for the growth of electronic commerce: Social Commerce. This trend is the meeting point between social networks and ecommerce, a pairing with multiple benefits for brands and consumers, initially proposed by Yahoo! in 2005.
And it is that the shopping experience, added to the discussions, recommendations and comments of the social environment, allows to speed up conversions and increase the effectiveness of ads on Facebook, Instagram and other platforms.
Some data about the social commerce
Due to its short journey, Social Commerce still shows a timid growth in Google Trends data, based on search traffic collected by its parent’s search engine, Google.com:
Social network users They exceeded 3,196 million in 2018 (more than half of the world population), accordinga Social We Are.
According to Wordstream, the social network Facebook was decisive in 52% of online and offline purchases made in 2015.
Almost 9 out of 10 users (86%) actively use social networks before making a purchase online, according to a study by Alist Daily
Indirectly, 7 out of 10 consumers who have had a positive experience with a brand on social networks would recommend it to third parties, demonstrating the power of these channels in customer service.
How is the social commerce changing online purchases?
Streamline online conversions. Facebook claims to be the most popular Social Commerce platform of the moment, being a pioneer when introducing the “Buy” button, in addition to offering companies and brands the possibility of opening a store on its platform.
Improves consumer confidence and loyalty towards the brand thanks to the presence of reviews. Once again, Facebook is a paradigm in this regard, since its reviews and comments have a direct influence on the purchase decision. Statistics, moreover, is resounding. 4 out of 10 people follow their favorite brands on social networks.
Social Commerce has stimulated mobile shopping. 93% of users use social channels through their smartphone, which added to the opening of Facebook, Instagram and other networks to online purchases, translates into a direct increase in mobile conversions.
Companies to take into account
Wallapop: For more than 40 million users, this social network does not need a cover letter. Its interface reminds platforms like Pinterest, but Wallapop is focused on shopping.
Amazon Spark: This curious social network powered by Amazon allows users to share images of their purchases, running similar to Pinterest and Instagram.