UX and UI – The difference and why they are needed

What Is Social Commerce?

It is a revolutionary way to use social media platforms—such as Facebook, Instagram, Pinterest, and TikTok—to market and sell products and services. This sales model allows customers to complete purchases directly without having to leave the social media app.

Social commerce keeps users engaged

Social commerce enables users to buy products within social platforms without needing to visit a separate e-commerce website. Online shopping thus becomes fully integrated into social media. Consumers can discover, explore, and purchase products—all without leaving the platform.

The difference between social commerce and e-commerce

Social commerce and e-commerce differ in several ways:

• E-commerce: Refers to the shopping experience that takes place on a standalone website or in a brand’s own app, accessed via a URL in a browser on a desktop, tablet, or mobile device.

• Social commerce: Is a subset of e-commerce where customers complete purchases entirely within social media platforms. Here they can search for products or services and buy them directly without leaving the app.

Native shopping tools and e-commerce integrations

To facilitate social commerce, native shopping tools like Facebook Shops and Instagram Shopping are used. These features offer a seamless shopping experience by allowing users to browse and purchase products directly within the social media platform.

Here’s a closer look at some of these tools and how they integrate with e-commerce platforms:

Facebook Shops
Facebook Shops lets businesses create a customized online store accessible from their Facebook page and Instagram profile. Companies can style their shop with various themes and showcase products in a visually appealing way. The feature also supports in-app checkout, reducing the steps between product discovery and purchase.

Instagram Shopping
Instagram Shopping allows users to discover and buy products directly from their Feed, Stories, and Explore page. With the “Shopping Tags” feature, brands can tag products in posts and Stories, making it easy for users to tap and complete a purchase without leaving Instagram. There is also a dedicated Shopping tab where users can browse products from different brands.

Pinterest Shopping
Pinterest Shopping enables users to buy products directly from Pins. Businesses can create “Product Pins” that include pricing, availability, and descriptions right in the Pin. Users can click these Pins to visit product pages and make purchases.

TikTok Shopping
TikTok Shopping offers various tools to create engaging, shoppable content within the app. Brands can use “Product Links” in their videos, allowing users to tap a link and buy products without leaving TikTok. TikTok also partners with e-commerce platforms like Shopify to streamline this process.

Integration with e-commerce platforms

To simplify product and order management, these native shopping tools are often integrated with e-commerce platforms like Shopify, BigCommerce, and WooCommerce. By using these integrations, businesses can synchronize inventory, manage orders, and analyze sales data all in one place.

For example, when a product is sold via Instagram Shopping, the inventory is automatically updated in the company’s Shopify store, reducing the risk of overselling and easing stock management.

These integrations also offer advanced analytics tools that help businesses understand customer behavior and preferences. With insights from both social media and e-commerce platforms, companies can optimize their marketing strategies and enhance the customer experience.

E-commerce without a standalone website

There is no requirement to have your own e-commerce website to use social media’s built-in selling tools. Businesses can use any social media platform to reach their customers.

Many online retailers with existing e-commerce sites leverage social commerce by seamlessly directing leads to their main website.

Why social commerce matters

Social commerce is a significant evolution in e-commerce because it offers several benefits for both consumers and businesses. Here are some of the main reasons why social commerce is becoming increasingly important:

Simpler and smoother shopping experience
The easier it is to shop online, the more popular it becomes. Social commerce integrates shopping directly into social media, where people already spend a lot of time. This allows consumers to discover, explore, and purchase products without switching between apps or websites. This seamless experience reduces the steps in the buying process and makes it easier for consumers to complete their purchases.

Reduced risk of abandoned carts
The fast, smooth shopping experience that social commerce offers lowers the risk of abandoned carts. When consumers can complete purchases directly in the app where they discovered the product—without being redirected to a separate website—they are less likely to lose interest or become distracted during checkout. This leads to higher conversion rates and increased sales for businesses.

Increased engagement and customer loyalty
Social commerce enables direct interaction between businesses and customers, which can boost engagement and loyalty. Companies can quickly respond to questions, handle feedback, and create a personal connection with their audience through comments, direct messages, and live videos. This direct communication builds trust and strengthens the relationship between brand and consumer.

Social proof and influencers
Social media platforms are where users share their experiences and recommendations. When consumers see friends, family, or favorite influencers using and endorsing products, it creates social proof that can influence purchasing decisions. Influencer marketing is a key part of social commerce, as influencers can reach large, engaged audiences and drive awareness and interest in products.

Personalization and targeted offers
Social media collects extensive data on user behavior, interests, and preferences. Businesses can use this data to create personalized, targeted offers, making the shopping experience more relevant and appealing to each individual consumer. Personalization increases the likelihood that consumers will find products they genuinely want, which in turn drives sales.

Growth potential and future opportunities
With over 57% of the world’s population using social media—and that number steadily growing—social commerce has enormous growth potential. Companies that adopt and invest in social commerce early position themselves to capitalize on this trend. The projected growth of social commerce to $80 billion in North America by 2025 highlights the economic potential of this new form of commerce.

We can help you!

Whether you need assistance building, expanding, or implementing social commerce on social media, Buildahome is here to help. Get in touch to learn more!