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How social commerce is disrupting the market and why retailers should care


Social commerce refers to the concept of using social media platforms for buying and selling products or services. It has become increasingly popular in recent years, and retailers should keep an eye on it because it allows them to reach a wider audience, provide a more personalised and interactive shopping experience and drive sales through social media.

Social media has become a major player in the e-commerce industry, and retailers who want to stay competitive need to consider incorporating social commerce into their marketing strategy.

Convenience for shoppers

One of the main ways in which social commerce is disrupting the market is by providing a more convenient shopping experience for customers. On social media platforms like Instagram and Facebook, retailers can showcase their products through posts, stories, and shoppable tags. This makes it easy for customers to discover and purchase products without having to leave the app or visit the retailer's website. Additionally, social media platforms often provide features like in-app messaging or chatbots, which allow customers to communicate directly with retailers and ask questions about products before making a purchase.

The rise of influencers

Another way in which social commerce is disrupting the market is through the use of influencer marketing. Influencer marketing involves social media influencers promoting products to their followers in exchange for a commission. This can be an effective way for retailers to reach a targeted audience and drive sales. Influencers often have a large and engaged following, and their recommendations can be more trusted than traditional advertising because they are seen as more authentic and unbiased.

Even if it is known that the influencers in question are biased towards a product, the trust they have from their followers means that it can be overlooked. Take Prime for example. The drinks company that was born after KSI and Logan Paul, two of the world's biggest YouTubers, decided to combine forces after their celebrity boxing bouts. Their products have become so popular that they instantly sell out whenever they come into stock in any shop and are immediately sold on for extortionate prices. 

The role of the influencer has become even more important than ever before with shows like Love Island even becoming a conveyor belt for brand deals. Contestants can leave the show with lucrative brand deals and millions of followers with the likes of Molly-Mae Hague, a former winner, reportedly having a net worth of £4.5 million with 6.8 million followers at the time of writing this.

Learning about consumers

In addition to driving sales, social commerce can also be a powerful tool for retailers to gather data and insights about their customers. Social media platforms provide a wealth of information about users' interests, preferences, and behaviors, which retailers can use to improve their marketing and target their products more effectively.

Retailers who want to succeed in the social commerce market need to have a strong presence on social media and understand how to effectively reach and engage their audience. This can include creating visually appealing content, using targeted hashtags, and offering special promotions or discounts to followers. It is also important for retailers to be responsive and provide excellent customer service on social media to build trust and loyalty with their customers.

Why retailers need to learn more about social commerce

In summary, social commerce is disrupting the market by providing a more convenient and personalised shopping experience for customers, as well as through the use of influencer marketing. 

Retailers who want to stay competitive should consider incorporating social commerce into their marketing strategy to reach a wider audience and drive sales through their social media platforms.

If you want to further understand the importance of the digital side of your retail business, contact us and we can see where we can help you.

For more information on all the trends in the Retail industry download our report here.