What Is Social Commerce & How Can It Boost Your Sales?

Unlocking the Power of Social Commerce: A Game-Changer for Maximizing Business Sales

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Having great offerings is crucial, but making your business stand out will take a little more work. You could say that your business is crushing it in sales without even touching social media, and we can agree, but what if you could sell even more with social commerce?

Social commerce is the name of the game, both now and down the road for businesses, and numbers can back that up. According to Statista, social commerce sales are projected to reach around 2.9 trillion US dollars by 2026. Yep, you heard that right! 

But how did we get here? Who would have thought social media commerce would be the ‘new normal’? Well, That’s what we’re here to explore! 

By the end of this post, you’ll know why social commerce is a game-changer and how it can skyrocket your sales like never before. Sounds good? Let’s define social commerce first. 

What is social commerce? 

Social commerce is buying and selling services and goods directly on social media. 

Unlike many other e-commerce strategies, social commerce makes the buying journey a breeze for businesses and consumers, and it’s easy to see why! Everything from shopping to checkout happens right on their favorite social platform.

A graphic illustrating the concept of social commerce. A person is seated cross-legged with a smartphone in one hand and gesturing with the other. Above them are icons representing shopping activities such as adding to cart, payment options, and a shopping bag, all floating against a light background with subtle shopping-related imagery. The text "WHAT IS SOCIAL COMMERCE?" is prominently displayed at the top.

For those out of context, the apps with built-in social commerce tools dedicated to retailers are Facebook, TikTok, Instagram, and Pinterest. These platforms are the cornerstone of your social media commerce journey. What does this mean? You can have your digital storefront where every transaction happens without leaving the app, facilitated by the robust data center infrastructure supporting these platforms.

While scrolling through your TikTok videos, a trendy denim jacket catches your attention. You tap ‘Buy,’ add it to your cart, and voilà! The purchase is completed right there within the app. And now, back to your favorite DIY tips. See? Super easy. 

What’s the takeaway from all of this?

We can keep saying “social commerce” all day long, but it won’t do much for you if you don’t fully understand the impact it could have on your sales game. 

That’s why we’ve compiled a couple of benefits you can get from leveraging social commerce for your business, so there’s no chance you’ll miss out on its massive potential after this! 

Significant revenue potential

Making money through social media is no longer a new thing. You only need to bring your products to the online scene, and with the right social commerce strategy in place, you’ll make it a no-sweat for target customers to find your brand and get the product they are looking for. Easy peasy! 

But always go the extra mile with social commerce:

  • Create engaging videos about the products you’re promoting.
  • Collect the content from all your channels on social media walls and display it on your website
  • Use social proof as testimonials to add that extra layer of brand awareness and credibility. 

Boost website conversions with a social wall!

Makes the transaction journey a breeze 

Marketing has taught us that all customers are not the same; some prefer clicking the ‘buy now’ button after a quick discovery phase, right from their social media space, while others want to take their time, double-check your website, and potentially reconsider their choices at the last minute, and that’s precisely what social commerce can bring to the table, a hassle-free transaction journey for literally every customer out there.

Not only does this attract new faces, but it also adapts to the needs of different types of customer behavior. 

This process also spares your customers from those unnecessary clicks your website typically demands for a purchase. imagine a potential customer accessing your platform, adding the goods to the cart, and filling in their payment details ………. Phew, that’s quite tedious!

Less time spent on transactions? Yes, please.

Leads to unexpected collaborations 

Social media is the most significant networking space, and connecting is the name of the game! Social commerce is your one-stop solution to establish partnerships with businesses, influencers, online stores, customers – literally anyone. 

You can, for instance, team up with an influencer or a particular online store to launch joint campaigns or co-created products that will benefit your respective businesses and allow you to introduce your audiences to each other. It’s your best way to bring fresh perspectives and ideas to your business! 

Delivers a hands-on feedback source

How do you determine your success on social media? Through feedback, of course! 

Every business wants instant feedback about the products they put in the marketplace, and what better hotspot for customers to discuss and review products than social media openly? An excellent hint for you to spot their pain points and optimize your product as you go along.

You can even take it further by organizing an interactive survey and getting your audience to express their take on your product while checking it out. The point of doing this is to gather real-time data to provide customer service that meets their needs. 

Once you have all your data, it’s time to dig deeper. Conduct a quantitative or qualitative data analysis to unveil valuable insights and identify the freshest trends; this practice will seriously level up your business strategies.

Increases your online visibility

Revenue isn’t the whole story of social commerce, as it has much more to offer for your brand, just like “online visibility.”

Social commerce can put your products in front of millions of potential customers. Thanks to the built-in algorithms on social platforms, you don’t have to do any heavy lifting to gain online visibility. 

And the cherry on top? Once your customers get a good shopping experience, they will do the word-of-mouth magic recommendation for you, and the result of all this? Loyal client base, more robust online presence, and massive traffic. All thanks to social commerce.

Five social commerce real-life examples 

Now that you know what goes into social commerce, here comes the fun part! 

We know you’ll need some ideas to get started, so we’ve compiled five real-life examples of renowned brands crushing it with their social commerce game. 

Ready for some hands-on work?

L.L.Bean

To kick off our list of examples, let’s talk about L.L.Bean, the clothing and outdoor gear brand that is turning its Instagram page into a full-blown shop. 

Capitalizing on their massive follower count and Instagram storefront features. L.L.Bean allows visitors to complete their transactions using in-app checkout. 

L.L.Bean accurately stated its values by dedicating some of its Instagram Stories to essential causes like mental health and social impact. And they also offer practical and valuable clothing tips for fashion purposes. 

An image of a social media profile page for "L.L.Bean" featuring their logo and user information such as the number of posts, followers, and accounts followed. Below the profile information are icons labeled "Experience," "Tips & How-Tos," "Social Impact," "Inside L.L.Bean," and "Mental Health." The lower part of the image showcases three social media posts from the "Stick Season Collection" with images of individuals outdoors wearing L.L.Bean apparel.

Olympique de Marseille 

You may already know that football (or soccer, as it’s called in the US 😜) is a multi-billion industry. Teams generate millions of dollars just by selling players’ jerseys. 

Olympique de Marseille, the famous French team, leverages their Facebook page as a hotspot to showcase their range of products —from T-shirts and backpacks to glasses and even onesies! They direct their followers to their shop with a standout button at the top of their profile.

An image depicting the Facebook page of "Olympique de Marseille," a professional football club. The page header includes the club's emblem, a cover photo with fans in the background, and buttons for messaging and liking the page. An "Intro" section on the left describes it as the official page, and lists contact details. A "Featured" section in the center highlights items from the club's shop, including third kit jerseys for the 2022/2023 season. Below this is the beginning of the "Posts" section.

You might think it’s all hype, but for football fans, nothing beats the feeling of wearing their favorite team’s gear. 

An image of a webpage showing a collection of Olympique de Marseille merchandise. Items include various styles of jerseys with different player names, a striped blue and white training story set, goalkeeper gloves, and other training apparel. Each item includes a price tag in euros, suggesting an online shopping platform. The navigation bar and social media icons indicate this is a section of the official club shop.

Wayfair

Wayfair took their social commerce game to the next level. The giant e-commerce company specializing in furniture and home goods regularly launches a UGC campaign encouraging their client base to showcase how they decorate their home using Wayfair’s furniture.

An image displaying a social media search results page for "Wayfair," with a focus on home furnishing content. It features posts with various furniture pieces and home decor, including a sectional sofa, a kitchen island, and room interiors. Some posts have comments on their experiences with the products, while others offer design ideas. The views and like counts for each post are visible, indicating their popularity.

Opting for TikTok wasn’t a random choice at all. A bit of context here: the platform recently introduced what’s called a “TikTok shop,” and Wayfair took full advantage of TikTok’s LIVE shopping feature to capitalize on the immense popularity of their campaign, enabling users to purchase their products directly on their TikTok LIVE broadcasts.

⭐Related: User Generated Content Examples to Inspire You

Béis

Customers wanted something that would engage them in an age of short attention spans. And thus, BÉIS came up with a real solution: “Giveaways”. But what’s BÉIS in the first place? It’s a lifestyle brand selling travel items at relatively affordable prices.

An image of a social media post by "Beis" announcing a giveaway. It shows a beige luggage set, including a roll-on, a duffel bag, and possibly small accessories like a bracelet. The post outlines the steps to enter the giveaway, such as starting and ending times, following certain accounts, liking the post, and tagging friends. There are timestamps for the post and a disclaimer that the promotion is not sponsored, endorsed, or administered by the associated social platform. The post also displays engagement metrics, including likes, comments, and shares.

The whole deal behind these giveaways is to nudge the Facebook algorithms to bring a ton of traffic to their homepage. Once the new audience is in, it’s the perfect opportunity to showcase what they’ve got in store for shopping.

Sand Cloud 

Using Pinterest boards as a navigation tool for your audience is a terrific idea. And that’s precisely the structure that Sand Cloud adopted. Sand Cloud is a small business created by three friends who aimed to revive an age-old trend of beach towels. 

Their Pinterest board mirrors their online shop, offering visitors a user-friendly and consistent experience. It gets them excited to hit the “shop” button, whether they’re clicking through Pinterest or the brand’s main site. 

Similarly to L.L.Bean, Sand Cloud highlights its mission to protect and preserve the ocean by donating 10% of its profits to marine conservation charities.

How can social commerce maximize your business’s sales?

Now, we have made a fair amount of effort to understand social commerce and why one should leverage it for one’s business. Which brings us to our next question: How can you maximize your business sales with social commerce? Well, we’re here to show you!

An infographic with the title "HOW CAN SOCIAL COMMERCE MAXIMIZE YOUR BUSINESS’S SALES?" It lists five strategies: 1) Focus on the right social channels, 2) Produce top-notch content, 3) Team up with influencers, 4) Leverage user-generated content, and 5) A memorable customer service experience. These points are organized in a visually appealing layout against a dark background with social media icons and design elements that suggest a connection to digital marketing and online sales strategies.

So before randomly launching your social commerce campaigns, tick every box in the tactics below.

Focus on the right social channels 

We’re not big fans of the “spray and pray” approach, and we don’t want you to buy into it. Thus, you need to figure out which social media platform vibes best with your products and services. 

Follow your common sense! Stuff like paintings, handmade home decor, or stylish accessories will perform better on visual platforms like Instagram and Pinterest.

On the flip side, for technology devices and gadgets, Facebook and TikTok tend to hit the mark. So play it safe by opting for these platforms. 

Produce top-notch content 

Whatever your strategy, it’s best to go back to basics: “With better content comes better information, and with better information, higher engagement.”

Now, what your audience expects from you is content that aligns with their thought process and seamlessly guides them through their buying process. 

Take Nike, for example. They regularly post about their latest kicks and sports gear on Instagram, perfectly synced up with worldwide sports events. Apple are also doing their thing with their product launches and tech updates directly on YouTube. The bottom line? Their audience stays in the loop with the freshest stuff the brand brings out.

Team up with influencers 

A promotion well begun is a purchase half done! And in the social media era, influencers are your best bet.  Why partner with influencers, you ask? Here’s the lowdown:

When you team up with influencers on social media, your brand is immediately perceived as a trusted authority, especially when the public figure resonates with your business’s core values.

But that’s not all! The influencer can get his loyal audience excited to discover your products, which will help you gain more followers and, consequently, higher sales. 

Leverage user-generated content 

We hate to break it to you, but If you think your work ends with listing your product in the shop, you might be overlooking the significant impact of social proof.

Forgive us for the jargon. In simple terms, anything from customer reviews, testimonials, positive feedback, user-generated content, or even integration falls under social proof.

Social proof eliminates all doubts about the brand’s legitimacy and reassures potential buyers about their next move. When they come across your social walls and see other buyers expressing their satisfaction across various social platforms, it heavily sways their choices, especially if they were uncertain before.

If your fancy social wall is all set with engaging imagery and videos from social media, then you’re on the right track, and expect your purchases to shoot through the roof in the coming months (or maybe weeks). 

Provide a memorable customer service experience

So, you’ve shifted to social commerce, started getting your cash flow, and now what’s next? You have to optimize the customer service experience. Because what’s business about? Making your customers happy, right?

Ensure that nothing falls through the cracks when your clients are in “buy mode.” Don’t try to bombard them with excessive data collection – nobody wants that!

Now that you’ve provided a smooth buying journey ensure you optimize your backend security as they’re powerful enough to make or break the entire customer service experience. Consider utilizing virtual private networks (VPNs) to safeguard your business and customer information. Always play it safe with sensitive data. 

It’s always wiser to provide round-the-clock support in case of any customer issues or feedback. That’s how you can score points and set your business apart from the rest of your competitors. 

Over to you

There you have it. And that’s all from us! 

By now, one thing is clear. Social commerce is a strategy too cool for you to pay attention to. We have told you as much about it as you should know before you add it to your marketing repertoire. 

And when your potential customers prefer to shop right on their favorite social platforms, we don’t think you’d want to risk falling behind and giving your competitors the edge. 

But we’re sure you still have some questions about social commerce. Well, what are we here for? Feel free to contact us, and we’ll get you covered!