Social Commerce for the Omnichannel Consumer


Social Commerce

Social commerce uses human interaction and relationships to drive product discovery, purchase consideration, and sales. In the realm of social commerce, the use of social media, influencers, and any digital platform where people interact with each other become a critical component to eCommerce brands’ success. In fact, MikMak’s Shopping Index found that 53 percent of all eCommerce traffic last year came from social platforms. Now is the perfect time for brands to amplify their social commerce strategy to reach their shoppers.

Many may think Millenials and Gen Z shoppers are the target audience when leveraging social commerce. However, social commerce is not confined to a single generation. All shoppers are on the hunt for convenience; whether that means 2-day shipping, buying online or picking up in store, consumers expect to order what they need from wherever they are, and receive their order however they prefer.

Market your product for the omnichannel shopper

Let’s say someone discovers a new laundry soap while browsing on Instagram. They might get distracted or put their phone down, and later be reminded of that same product while watching a YouTube video. Then, the consumer could search the product on their favorite retailer app, place an order while picking up their child at soccer practice, and have that very product in hand by the time they return home for laundry.

Consumers today are truly omnichannel, and they’re in the driver's seat when it comes to eCommerce. They can tailor how they shop, where they shop, and what social media platforms they use to their individual preferences. It is increasingly important to meet the shopper where they are. Whether it be Instagram, YouTube, or another platform, there is always an opportunity for them to learn about and shop for your product.

Utilize a mix of media so your brand can win online

In the age of influencers, with a slew of different products reaching the heights of virality each week, it can be challenging to keep up with how to map out the most effective media strategy. Your shoppers are exposed to hundreds of different brands on social media every time they log on. At the same time, they also are exposed to the world's ratings, reviews, and opinions on those products. The information people can find on the internet about your product could make or break someone’s decision to purchase.

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Brands tend to expect Facebook and Instagram to be the primary driver of shopping traffic, and for good reason. These platforms lead the way with over 2.895 billion monthly active users (MAU) on Facebook and over 1 billion MAU on Instagram and are an integral part of any social commerce strategy. However, other platforms are also becoming crucial for reaching different audiences or the same audience at different parts of their shopping journey.

So, what social platforms should you be utilizing? In some cases, all of them. Different platforms cater to different audiences and stages of a consumer’s buying journey. For example, YouTube is useful for long form content, and is favored by brands that require more product engagement and entertainment, such as tutorials and reviews for electronics and homecare items. Meanwhile, Pinterest is ideal for driving planning. And in fact, purchase intent is high on Pinterest, it just might take a little longer for a consumer to make their final purchase decision. Finally, TikTok, a newer platform, recently crossed over to 3 billion downloads, and is a dark horse in social commerce. TikTok provides humor, information, and rapid-fire content of all sorts. According to MikMak’s Shopping Index, TikTok has gone from driving less than 1 percent of all eCommerce traffic in 2020 to over 10 percent in 2021. Who’s to say that number can’t get any higher in 2022?

Coupling Social Commerce with Convenience is Key

To further compliment your social commerce strategy, giving consumers the choice to check out at retailers that have your product in stock is vital.. Drive your consumers to an experience that results in them getting the product they want, and they’ll keep coming back for more. Out of stock products are often the main culprit for consumers reaching for the competitor’s product, after all. 

A foolproof social commerce strategy will make your brand more accessible to audiences you may not have unlocked yet. Want to learn more? Check out this guide!

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