The use of social media for sales, known as social commerce, is transforming how companies promote brands and drive sales. By integrating e-commerce platforms into social media, it’s possible to leverage the influence of content creators and influencers to sell more effectively. At the same time, adapting social media to this new reality aligns with the current changes in consumer purchasing habits.
During the recent COVID-19 pandemic, social commerce gained even more prominence, propelling this trend further. Brands realized the importance of adapting their online strategies, although many still face challenges in transitioning from physical retail to e-commerce.
Despite friction in the online shopping journey, especially with returns, curiosity and enthusiasm, especially among Generation Z, are driving the adoption of social commerce. For older generations, brands should focus on reducing the perception of risk.
As brands seek ways to improve the profitability of e-commerce, technologies like augmented reality and virtual reality are emerging as promising solutions. These innovations make e-commerce more lucrative and also offer immersive shopping experiences.
This transition to social commerce raises questions about the future of physical retail, which needs to reinvent itself. For marketing professionals, balancing online and offline strategies becomes crucial. As social commerce continues to shape the commerce landscape, brands face the challenge of providing a seamless shopping experience, combining the best of both worlds.
Have you adapted your business communication to this new reality? Count on Goweb Agency to guide you through the transition!