Social Commerce: 8 reasons to trust your success

Have you lost track of time and space scrolling through Instagram or Facebook? Have you wanted to buy something that you did not know existed, but surely you need? If your answer is 'yes', that is the exact moment in which you have been under the power of the Social Commerce force.

What is Social Commerce?

This e-commerce takes social networks as the main means of communication between users and sellers. Therefore, we tell you 8 reasons to trust the success of Social Commerce and thus, to better understand our daily relationship with social networks:

If you have an account in one of the most important social networks, you have already experienced Social Commerce

Social networks have adapted their platforms to favor trading options. The result of this has been a hybrid sales model, which provides all the tools for the user to know how to buy through their favorite social network.

Social networks have integrated it so effectively that, for example, 60% of users use Instagram to find new products. Another example is Peoople, an app in which the user can receive recommendations from an influencer or their best friends.

To buy your new pair of shoes, you will first look for references. In social networks, there is a continuous marketing environment, fed back by recommendations, comments, likes and the presence of influencers. This is what we know as recommendation marketing.

More and more users buy on Social Networks

It is important to bear in mind that 85% of Internet users use social networks, so that the beginning of a sales cycle through these is almost inevitable. To this we have to add that the number of users of social networks worldwide in 2019 was 3.5 billion.

Facilitate the online shopping experience for users

The process has been reduced to simply specifying the details of the purchase and even making the payment without having to leave the application or directly by clicking on an image: for example, platforms like Shop Social allow redirects to products by clicking directly on products from the image, instead of leaving just a link to your online store.

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On the other hand, in the case of Instagram, the options that allow you to purchase products directly from the platform are available for companies that have an invitation, such as Adidas, Nike, Mac Cosmetics, among others.

Mark a new sales cycle

Perhaps one of the most important points to touch within the Social Commerce vs. e-commerce is the change in the sales cycle. In the first, the cycle begins from the platform, in this case from the RRSS, where it is intended to reach customers rather than wait for them to go to it.

Apps like Facebook Shop allow you to integrate Facebook stores with other platforms such as Shopify, Magento and Amazon Web store, facilitating the integration of sales cycles with social networks, allowing you to reach products of your interest in a more organic way.

Social proof is reinforced

Social proof is nothing more than a collective psychological phenomenon that has to do with how people assume certain behaviors as positive when they see them reflected in a large group of people.

Thus, as a result of the process of recommendations, publications and reviews of the stores on social networks, buyers interact with greater security, generating a virtuous circle that increasingly enhances social proof.

In the case of applications like Peoople, the discovery of new products and services occurs exclusively through recommendations made by friends and influencers. For its part, Fomo Social Proof is an app that works as a Shopify extension, which allows you to know recent reviews, as well as details about the buying behavior of Shopify users, among other things.

Influencers' content fosters confidence when making a purchase

The dynamics of the big influencers can have negative points, as a consequence of the false propaganda in the contracts with big celebrities. This has opened a new niche, that of micro influencers.

Micro influencers have a greater proximity to certain communities and in general they tend to trust their opinion more, since they present themselves as more specific experts in certain areas.

Brings online commerce to a higher percentage of people

That companies increasingly rely on social networks to contact their customers allows users to discover products and services that they would never have known otherwise.

Being able to buy from local designers or companies from another country is another of the great bets for which users are so comfortable when it comes to trusting Social Commerce.