Many businesses use social media pages in different ways depending on their aim. Some companies use this pages to show appreciation for customers. Some build build online communities  with restricted access for loyal customers. Some businesses just use social media to build brand awareness and keep their products in customers minds. There are also merchants who have gone the extra mile. Rather than just being on social media, they’re embracing the latest online tools and actually selling on social media, turning their followers into paying customers right on their favorite platforms. 

Why would it would be a good idea to use social commerce?

Social commerce is a form of e-commerce that involves  using of social media platforms to help promote and sell goods and services.

The daily time spent on social media for people aged 16-24 is 3 hours while  2.37 hours are spent by people aged 25-34. From this data we can see that individuals are spending significant amounts of time on social media.  

Major social networking sites aren’t going to make big changes any time soon. In fact, they are even implementing new features every day to keep users coming back for more. (e.g. cryptic Facebook algorithm, which means that instead of flooding customer’s news feed with every post from every subscribed page and friend, Facebook tries to mainly show posts from the pages and people that the person interacts with the most).

Furthermore, Instagram has grown from a basic photo-sharing platform to a digital media giant. It now hosts various content formats, advertisements, analytics, live stream videos, stories, IGTV, etc. Moreover, this expansion can be useful for all kinds of business as it was revealed that about 1 in 3 social media users are looking for a new product to buy. A few clicks here, a tap or a swipe there, and your package is on your doorstep.

E comerce

But why do people use social media for that, when they could just buy through Amazon, eBay or directly from a brand’s website?

Looking at how much time people spend on social media, it isn’t surprising that they would rather stay there instead of being redirected to another website. After all, who would spend 2-3 hours daily on Amazon?

For businesses, social media plays a beneficial role too. Instead of building a website and driving new traffic to it, companies can concentrate more on social media channels, where their customers are already spending lots of time.

“Advertising on social media is like getting a billboard in Times Square at a fraction of the cost.”

In 2019 customers found more brands through media platforms than TV, newspapers, and blogs combined.

All things considered, social media audiences are massive and affluent. The total user-base on Facebook is roughly the size of four European Unions. E-commerce tools help brands target relevant people by tracking the data of customers, looking at potential ones, gauging their interests, intentions or geographic locations, and grabbing their attention. Social media selling tools are not only good for businesses, they also ease  the purchase processes for customers, making their experience more convenient and clear.