- FEATURE ARTICLE

Social Commerce and Can it work for your business

Let’s start with a simple definition: what is social commerce? For the sake of this article, we are referring to the buying and selling of items, products and services on social media platforms.

From the days of a simple “But It” button as an option, we have seen this tactic become more and more invasive over the last three years in particular. A few examples:

• Live chat box options
• Electronic payment options through social media channels
• Coupon codes and links to products directly embedded in content
• Group pages and forums like Facebook Marketplace

As this tactic is purely content driven, with visual appeal being the most important factor, this type of engagement typically works well for apparel, accessories, electronics, home goods and beauty and wellness.

The major players here are Facebook, Instagram, Pinterest, Snapchat, and Youtube. Chances are if you use any of these platforms, there is a way you can engage in social commerce.

If you’re a small business owner and not sure where to start, here are a few ideas:

1. Facebook makes it very easy to set up a shop, by simply converting your business page template to a shopping template. You will need to select your own payment options before swapping templates (will you take Paypal, Venmo, Google Pay, Credit cards, etc.) but then its pretty smooth sailing in terms of adding products to your page.
2. Pro tip: Facebook owns Instagram, so if you set up the page on FB first, it will be an easy few extra steps to get seamlessly linked to your business Instagram page.
3. Work with Pinterest and its new “Pinterest Partners” program so that if your products ever get pinned, they can now contain a Buy It link, making the shopping experience streamlined.

The whole idea here is catering to the consumer trend of “need it now”. We scroll through, we see something we like, we want the fastest, easiest way to buy it. Providing this option is going to convert to sale on a much higher level and you will definitely an uptick in sales.