Free Email Updates

Get the latest content first.

Social Commerce is here, and you need to ride on it!

social commerce, e-commerce, digital marketing


Carlo Herold


Having a direct conversation with your followers is certainly the most powerful way to convert “online friends” into customers since it generates strong engagement that persuades customers to believe in the product. Traditional e-commerce channels, like websites or blogs, often fail to connect to the customers' journey.


The Thai digital marketing industry has witnessed rapid growth in recent years owing to the increasing rate of smartphone penetration and the prevalence of 3G and 4G internet networks.


As per a study conducted by EIC Analysis, over 51% of Thai consumers enjoy buying products on social media channels, like Facebook and Instagram. The consumers are at the forefront in terms of digital engagement, and social media offers a more cohesive and connected online experience for them.


What is social commerce?

The concept of social commerce has emerged as a winner in recent years and has gained significant popularity over traditional e-commerce channels. It brings e-commerce functionality into social media platforms, like Facebook and Instagram, attracting a wider consumer base. It is a remarkable platform, specially designed for interaction, expression and creating connections between users and sellers.


Basically, social commerce is the ability to make a product purchase from a third-party company within the native social media experience, which substantially impacts the customer decision-making process. For example, in 2017, Instagram transformed the product discovery experience of customers and dramatically shortened the path to purchase. Several brands began creating Instagram shops that allowed customers to purchase or negotiate with sellers via direct message instantly, rather than fighting to bring potential customers to their site.


Having one-on-one communication between seller and customer through personal messages works wonderfully to build trust and loyalty, while the payment method and price of the product is agreed upon during the buyer and seller agreement. That allows the customer to get a bargaining opportunity before making any decisions.


How Social Commerce is different to traditional e-commerce?

e-commerce purchases are managed directly from a company’s website via automatic systems, while social commerce is managed through social media by operators. This means that social commerce allows users to learn more, bargain or negotiate about products or services in a better way than compared to  e-commerce. Moreover, it has more influence on consumers as recommendations from friends is still the top reason purchasers choose a particular company.


Thus, it can be said that while e-commerce platforms sometimes fail to create customer interaction since brands let the automatic system handle all things, social commerce encourages the customer to engage with a real human operator, eventually, creating a strong impact in the customers’ mind.


But every platform has pros and cons?

Absolutely right. social commerce platform has its own pros and cons. The human operators tackle all problems manually so the brand might risk human errors. The complex process of measuring ROI from each campaign is also another problem brands have to confront.


However, with our advanced technology at Heroleads, we can hand-pick only pros and leave behind annoying cons. Let our brand’s new technology ‘Engagement Solutions’ drive your business to success and free from complicated, unproductive processes.


---------------------------

Heroleads is a data-driven performance marketing agency dedicated to empower your online marketing strategy using "state-of-the-art" technology and a professional team.