With more people buying online, social commerce has become extremely popular. More and more
consumers are looking for approval from influencers before making a purchase.
As such, giants such as Snapchat, Facebook, Instagram or Pinterest have built
virtual marketplaces so that they can make the most of this situation.
Since social media is now more than just a peer-to-peer
communication method, brands are creating profiles across numerous platforms
and are taking advantage of the spontaneous scrolling effect of advertisements.
Retailers such as Cariuma have confirmed that these types of engagements,
including text messages and gamification, allow businesses to access more
consumers.
As such, firms are developing increasingly innovative
solutions for merchants and customers. One example is the recent collaboration
between Shopify and Facebook. This has led to the creation of Facebook Shops, a system that allows sellers
to create a digital storefront via which consumers are able to browse through
their products and make purchases in-app. Both firms have their own
mobile-first approaches which are very successful, but according to the CEO of Shopify,
“the pairing of the two platforms shows immense promise in advancing
entrepreneurship and commerce”.
Nonetheless, when using social media to
attract customers, companies have to make sure that the whole process is
seamless since lags and being redirected to external websites can discourage
clients while checking out.
Social
media sites allow firms to access more consumers
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