Today everyone wants to stay more and more time on Social Media. Getting latest news through tweets, your friend’s opinion through Facebook’s likes and Instagram. And there is more to get excited about because shopping could directly be done through social media.
Using the wisdom of crowds, users will communicate and aggregate information about products, prices, and deals. Many sites allow users to create custom shopping lists and share them with friends. To date, fashion communities have largely dominated this space
On social media till today, we are just able to see different products which are liked or shared by your friends and family. If you want to buy it then it opens up in the app or a new tab. Sometimes it is really time consuming and makes us go nuts.
Things have changed for shopping
Over the last year, Twitter, Facebook, Instagram and Pinterest all unveiled and upgraded their websites and apps, which allow users to purchase clothes, gadgets and more without ever leaving their feeds.
In many respects, this development is long overdue. We’re already discovering and talking about products on social media, and more people say that posts from friends directly influence buying decisions.
It is surprising to see overseas in China, Korea and elsewhere, social channels have long incorporated ecommerce functionality, even before the West. So far, North America including Canada has been using this new feature with ease.
To buy on social media, we had to click and navigate out to other sites. It is always problematic on smartphones. But innovations like Pinterest’s Buyable Pins now let users browse color and style options and pay, all without leaving the platform.
· Facebook dominates as a source of social traffic and sales. Nearly two thirds of all social media visits to Shopify stores come from Facebook. Plus, an average of 85% of all orders from social media come from Facebook.
· Perhaps most interesting and surprising was community style site Polyvore which is generating the highest average order value ahead of Facebook, Pinterest and Twitter. Also noteworthly in this category is Instagram which is also generating higher average orders than those same sites. This is especially impressive considering the only clickable links in Instagram are those in profile bio’s.
· Facebook has the highest conversion rate for all social media ecommerce traffic at 1.85%
How does 2017 looks?
In 2017, expect to see network’s role shift from being channels whose primary function in ecommerce is providing referral traffic to being platforms where users make purchases directly.
Yet, shopping communities are not limited exclusively to fashion. Some platforms like Zwibe are across all categories and actually pay the influencer if they make a sale in their group. Other shopping communities include Listia, an online community for free stuff.
With social networks increasingly looking at social commerce, giving consumers the opportunity to buy direct from brands, marketers need to understand how to convert today’s browsers into tomorrow’s buyers.
If fully implemented, shopping on social media could become a primary shopping channel. When making purchases. Brands need to think about social media sales strategies and how they form part of their wider eCommerce functions
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