Transforming Social Shopping


Social commerce, what’s your takeWhether you ‘Like’ it or not, it is definitely here to stay.     

Over the last 12 months we have all experienced an accelerated shift towards eCommerce, and as a result a boost in shoppable social commerce. Lockdown has led to a 95% sales increase in social selling and marketers are now tapping into its potential to deliver a better and more streamlined online shopping customer journey, enabling fans to browse, shop, and purchase seamlessly, within one connected social media experience.  

Facebook: A New Online Shopping Experience:  

Facebook’s latest online shopping feature, Facebook Shops, is aimed to make a real impression, giving users the shopping experience they ‘Love’. Forget window shopping and turn to your screens as the new update gives brands a window-shop look and feel, and a free mobile-first eCommerce experience. Facebook Shops offers users the opportunity to connect with brands through WhatsApp, Messenger, and Instagram Direct, enabling brands an opportunity to better connect with their consumers. New features including, Instagram Shop, live shopping features and loyalty programs will also be accessible across the Facebook App.     

TikTok vs. Facebook   

It’s the battle of social networks as TikTok takes on Facebook head-to-head in the ultimate social commerce push. Along with numerous social commerce developments, TikTok will be rolling out a livestream shopping feature and has already announced a partnership with an eCommerce site, Shopify, which will give brands the opportunity to better reach TikTok’s younger Gen Z audience. Video advertising has grown exponentially in the last few years, across platforms such as Snapchat and Instagram, so we can expect TikTok to take the next step in the evolution of social media selling.  

The Importance of UGC 

Consumers are becoming more aware of advertising and social selling; This is where user-generated content has proved to be highly beneficial. Content produced by users, rather than the brand itself, provides authenticityis deemed more trustworthy, and can help change a user’s perception of brand. 

How UGC can help your brand tap into social commerce? 

  • Social proof: Having users post about a brand will not only generate awareness for the brand but will also show that people share the same interests. 
  • Trust: As mentioned above, UGC builds brand trust, as it is more authentic. 
  • Credibility: UGC builds credibility for the brand. 
  • Content: UGC gives brands a wealth of creativity and content that can be used in cross-platform promotion. 

Social eCommerce: It’s Only The Beginning:  

Across the UK, social commerce is still in its infancy compared to more advanced countries such as China, with platforms such as WeChat, delivering significant social commerce success, with Group-buying and WeChat accounting for 90% of the total market shareWeChat is hugely successful at converting content readers into consumers, by making marketing more relevant and effective. Looking at how this technology has developed internationally, gives us insight into how we can expect platforms within the UK to evolve, enabling brands tunleash their creativity via impressive, effective interactive, and immersive campaigns.