The Rise of Social Commerce and What It Means for Your Brand

September 17, 2019


The rise of social media has given brands a wealth of opportunities to engage with consumers and generate sales. Using social media to sell products is a huge reminder that shopping has always been a social experience. Twenty years ago, people used word of mouth for product recommendations or went shopping with a trusted friend for advice. And while people still rely on word-of-mouth today, they’ve also turned to tech solutions — specifically social media — for a more streamlined shopping experience. That’s where social commerce comes in.

What is Social Commerce?

Social commerce is a form of online shopping that sells products or services through social networking sites like Facebook, Instagram and Pinterest. Its success is contingent upon the level of engagement a business’s audience has with their platforms in terms of likes, retweets, comments and shares.

Social commerce also involves engaging consumers by offering expert-level product offerings, advice and customer service. And most importantly, social commerce doesn’t succeed without state-of-the-art tech, including features like automation and mobile optimization.

Why is Social Commerce Important?

Social commerce is booming, so a successful strategy is crucial for retail brands who want to grow in the future. Social referrals to retail ecommerce sites have grown 110% in the past two years, which is a great opportunity for businesses to consistently grow their audience. Customer expectations for quick, stellar customer service are rising, which gives companies an opportunity to boost customer loyalty, retention and trust.

For example, J. Crew features customer feedback prominently on each of its product pages. Dollar Shave Club has a Pinterest board dedicated to customer reviews and unboxing photos. And Sephora’s “Fragrance IQ” offers expert and personalized advice for finding the ideal scent.

To help you learn how to optimize social commerce for your business, we present research-backed tips and real-life examples in the infographic below.


Sources: SUMO Heavy | eMarketer | ShopSocially | Brick Marketing | Kleiner Perkins