We’re all aware that the term ‘Social commerce’ is so new, that there isn’t a stable definition yet. But it’s universally acknowledged that it is another subset of eCommerce where social media companies are involved. All the different social media have slowly integrated into the online marketplace and their goal is to get the shoppers purchase things online through their platforms.
We’ve seen the platforms do this using various methods. For example, Instagram introduced shoppable feeds, while YouTube and Pinterest started showing buttons and links through which you can buy the products you are looking at. Even eBay joined up with Facebook and started showing ‘daily deals’ on users’ timelines. The platform even started introducing
eBay discount codes for their users through social media.
And the social media sites are all doing this for a good reason. They all noticed that there was a steady increase in online shopping and that social media users frequently interacted with the marketplaces they were shopping from. Thus, Facebook rolled out their service Marketplace, Twitter tried a Buy Now feature, Instagram integrated with Shopify, Pinterest added the option of buyable pins, and finally, Amazon created their own social media platform.
All of these different platforms use approach similar to the one giants like eBay and Amazon had been using for years, and now Amazon has started doing the same in the opposite direction.
The ability to interact with brands and markets directly and to see other people’s reviews is what improved the entire experience for the online shoppers. And having brands be accessible like never before has also improved the shopping experience through direct, often instant interaction with the seller.
By using photos, videos and other content, anyone can sell or buy whatever they want, with just a few clicks of a button. Furthermore, buyers can also follow their preferred brands and markets to see any new products and promotions, and they also have an easier time making decisions because they are able to compare products from a single screen!
As shown in the infographic below, all of the major social media platforms have included eCommerce in their features, while the major eCommerce platforms have started making their own social media, which shows that social commerce is on a steady rise.