Hello World! Welcome Friends! When most people think of eCommerce, they probably think of visiting a website to make a purchase. Or, if they’re using a mobile device, they may pull up a mobile browser to access a website or use a dedicated app. If they really like a certain brand, they may even go on to follow its social media pages for updates. But, increasingly, these platforms have been blending in what’s known as “social commerce.”
eCommerce merchants, keep reading to learn more about the rise of social commerce and what it means for your website.
Selling on Social Platforms
Social platforms used to be primarily for sharing links and photographs. For example, people might check out a brand’s social media page for some inspiration—but head to their actual website to make a purchase if they felt so inclined. However, two things are driving social media platforms to become the actual site of browsing and purchasing: Technology has advanced and consumers have demonstrated that they’re seeking out increasingly frictionless eCommerce experiences.
What does frictionless mean in the context of shopping online, exactly? According to a definition from TechTarget, frictionless eCommerce works to “integrate buying opportunities as simply and seamlessly as possible into consumers’ everyday activities and natural environments.” So, if consumers are already spending large chunks of their days on social media, it makes sense that allowing them to make a purchase without leaving these platforms would eliminate some of the hassle of buying—leading to a potential increase in conversions.
Leading eCommerce platforms integrate with social media platforms to facilitate “seamless” selling, as Practical eCcommerce reports. Here are a few examples of social commerce in action:
- Facebook: Sellers can turn their Facebook pages into an online store, meaning customers no longer have to exit Facebook to make a purchase.
- Instagram: With shoppable posts, merchants can enable Instagram followers to click for a quick way to learn more about products and check out.
- Pinterest: Merchants with a business account can create buyable pins linking back to their website, saving potential customers the hassle of typing it into their web browser.
Here’s another way to think about it: The shorter the route between discovering a product and making a purchase, the less opportunity a shopper has to think twice or quit out of frustration.
Why Websites are Still Important
While social commerce is gaining popularity, especially amongst tech-savvy younger shoppers, websites are still the backbone of online buying and selling. A typical online dictionary defines eCommerce as something along the lines of conducting transactions on the internet—it’s not limited to company websites powered by eCommerce platforms, but a majority of purchases still take place here.
For this reason, it’s important to keep your website optimized in the face of social commerce. Yes, having a strong social media presence and giving people the option to shop without interruption has the potential to drive customer loyalty and revenue. But the design and functionality of your website still has the power to make or break most sales. Consequently the design needs to be of a high standard, and you could choose to get help from some professional web designers Melbourne or wherever you live to help you do this if you’re not sure where to start. There are some basic principles to follow however, no matter who has designed your site.
Start with navigation to facilitate a smooth and intuitive browsing and buying experience. Assess whether people can get where they’re trying to go quickly and easily using your navigation menus and linking structure. Double check to ensure your payment gateway allows people to check out as quickly and simply as possible; snags here can spike cart abandonment rates.
Harnessing both the power of a great website and the power of social commerce via social media gives customers more flexible ways to access your products, a key component in boosting conversions.
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