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What is social commerce and how is it applied in social networks?

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What is social commerce and how is it applied in social networks?

The social commerce is one of the strategies most effective online sales for ecommerce.

Social networks and Belize Phone Number List stores are already integrated into the lives of consumers. That is why it is not surprising that brands use them to reach their ideal customer, thanks to the conversation and the humanization of the brand.

We are going to talk about this concept and how to incorporate it into your online store planning, but first, let me tell you what it is.

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list_altIndex of contents
What is social commerce?
What are the differences between ecommerce and social commerce?
8 keys to a social commerce strategy
Advantages of social commerce
What can you do on social media to apply a social commerce model?
Examples of brands that do social commerce
What is social commerce?
You may be reading about this concept for the first time. And, as I said in the previous lines, it has to do with social networks and ecommerce.

Let’s see what exactly it is …

Social commerce is a form of online commerce that uses social networks as another sales channel , both for products and services.

The profiles on social networks that your brand has are an excellent scenario in which you attract potential customers (thanks to inbound Forex Email List and content marketing ) and in which you have the opportunity to generate the necessary trust that every sale needs (thanks to Social Selling ).

According to the regular studies carried out by IAB Spain on the usability of social networks, more than 80% of the Spanish population between the ages of 16 and 65 are Internet users and more than 70% are online shoppers.

In other words, we have 16.5 million people, between the ages of 16 and 65, who shop online.

Do you think your clients are there? Surely, right?

Therefore, it is absolutely necessary to include social commerce in the sales strategy of every brand.

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What are the differences between ecommerce and social commerce?
The main difference between an ecommerce and social commerce is in the sales cycle.

The sale in an online store is produced from a search by the user, who consumes directly in it.
The sale via social commerce comes through social relationships between users .
The product or service is purchased after it has gone through a route related to digital media: forums or networks, mainly.

Positioning or advertising does not influence this sale. Here we talk about recommendations, content shared and disseminated voluntarily by users … who will end up becoming customers.

In social commerce, it is essential to work on recommendations, digital reputation, brand ambassadors and brand lovers .

8 keys to a social commerce strategy
There are important points of social commerce that we must not lose sight of if we want our strategy to be successful.

1. Correctly choose social networks
In most social networks, if not all, you can exploit its sales utility and put it at your service. But you have to choose it well.

Obviously, it has to be the same one in which you develop your social media marketing plan , because that is where your target is.

Some, like Facebook, Instagram or Pinterest , are ideal because they have already thought about this development of social sales. We will see them in this same post, below.

2. Multidirectional web
It is convenient that you do not leave all the weight on the social network itself . In fact, remember that we have said that social commerce consists of a cycle of social sales.

Therefore, it is essential that on your website you favor this user journey through internal links or hyperlinks that it is vital that you incorporate into the content.

3. Consumer with more knowledge
Always keep in mind that today’s consumers are much more experienced in online shopping and are better aware of the products and services they want.

Before deciding on yours, they will have traveled and compared other similar ones. They won’t always buy you for who you are. Sometimes it is enough for them that the service provided is the one they need.

4. Personalized sale
If you have an ecommerce, I already know that this part seems complicated to you. But don’t think about customizing only on price .

There are other ways to do it:

With discounts.
With a referral program.
With membership.
In short, seek to retain your customer.

5. Products sheet: open comments
The recommendations that other customers make of your products generate a very powerful impact on the purchase decision of others.

We know that people’s opinions are much more valued than those of the brand, so it is vital that you leave a space for those who already know you to speak well of you. This is what we mean by leaving comments open on the product page.


6. Social rating
In addition to the comments that your customers can leave on the product sheets, I recommend establishing a scoring system , for example, with the typical stars ranging from 1 to 5.

This helps Google’s organic positioning, as it recognizes the value of your sale. Don’t hesitate to implement it!

7. Buttons to share on social networks
Here I talk about the possibility that you give your customers to share that specific product (not the entire page) with their friends and colleagues.

See, there are two readings with this:

Isn’t it true that when you buy a shirt you love to show it to everyone? Let your client develop pride in their good choice.
That pride gives you brand visibility. Do you want to waste it? I guess not.

8. Boost reviews on Google
Google stands for organic positioning and visibility . And if the big G likes something, it is the opinion of its users. This is where the reviews come in.

If, in addition to your ecommerce, you have a physical business, I suggest that you invite all the people who pass by to leave a review on your file.
If you only have one online store, invite them anyway, only this time you will do it via email, for example.

The important thing is that Google sees activity on your Google My Business listing and that the opinions are good. It’s easy to implement – the sooner you do it, the better.

Advantages of social commerce
Now that we have been talking about social commerce for a long time, would you dare to say what advantages do you see for it?

You can do it in the comments at the end, of course. Meanwhile, let me detail some of them:

You generate greater trust between your community and your potential clients, since the recommendations that others make of you promote it.
Because of what we just said, your reputation increases . And that feeds back confidence and boosts sales.
Improve engagement on your social profiles, which makes you more visible on social media.
Even if you do not do direct sales social commerce, you push the sales of the products or services on your website.
It differentiates you from the competition , since most brands still do not have a defined strategy on this issue.

What can you do on social media to apply a social commerce model?
Although not all social networks are equally well prepared to work with social commerce, you can do a sales push strategy towards your website .

Let’s see the strengths of each one.

It is the social network with the most users in the world. More than the population of China.

Its penetration in Spain exceeds 40% of the workforce, with more than 20 million users .

These data make us take it into account in our social commerce strategy.

It is a pioneer in introducing direct sales on social networks, thanks to the possibility of creating your “store”. But it continued to incorporate new features, although its approach is different.

The great strength of Facebook is its high segmentation. We already know this from other utilities, such as your ads . But this advantage extends to your social selling options.

There are 3 options that the social network gives us to boost our sales:

1. Storefront
It is a static version of our products. It allows us to expose them, as if it were a catalog, and direct traffic to our website.

2. Store
To implement it on your fanpage you have to have the right template. You can choose it from the upper tab “settings” and “edit page”. There, choose a template that contains the store.


3. Smart Facebook Store or Smart Facebook Store
It is one more step in the store. These are apps that offer the purchase cycle in a personalized way.

These applications incorporate engines that make the products offered in the store appear to users similar to those who have already interacted with it (Social Graph). User experience is improved. smart facebook store

Instagram Shopping has reached the social commerce scene with a strong footing. However, there are not many stores that we have seen created, except those of big brands.

This application has already managed to fully integrate with an ecommerce. Through it you can tag all your products in the images you publish .

In order to use Instagram Shoping you need:

Have a fanpage.
Have an ecommerce.
Have a business profile on Instagram.
What it allows you is to label your products in the images to complete the sale in your online store.

A real springboard for social commerce!

Pinterest is another of the social networks with a marked tendency to drive sales.

It does not have as high a penetration as Facebook and most of its audience is in the US, followed by Mexico.

However, it is a platform that is very successful among the female audience and in certain sectors: fashion, beauty, decoration or food, for example.

Pins are great allies of online stores. Of course, for it to work, you must associate it with the link that takes you to your ecommerce.

He thinks that his positioning in the network is organic, something that rewards a job well done.

Twitter is a platform that has arrived late to social commerce.

We cannot find a utility specifically dedicated to social selling , but it has made efforts to advance this trend.

Currently, we can find applications that let you buy within a tweet. For example, ” Chirpify ” enables a sale from the “buy” button that is included in one of your promotional tweets.

The queen video network is the third most important search engine, after Google and Facebook. This makes it a very useful platform for promoting products and services .

We already know that video is highly consumable, and that makes brands develop all their creativity, seeking the virality of their content.

However, beyond using it as a strategy in itself, there is no plus that the network offers to facilitate sales through it .

Examples of brands that do social commerce
As we have seen, there are some social networks that are more accessible than others for SMEs to boost their social sales.

Let’s see an example of each one so that you better understand how they are applied.

Google Reviews: Terafis
Terafis is a local business located in Barcelona, ​​a physiotherapy center.

They have very careful customer service and have offered a very professional service for years.

They were clear that they had to make the digital leap, and they did so in 2018. In this time they have not stopped getting positive reviews on Google with an average rating of 4.5 out of 5.

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