Social media is part of your daily eCommerce routine.
Online shopping is a big business and keeps growing which means that there is a need to have a stronger integration with social media for further success.
Why do people love online shopping? Because it is quick and convenient, as you can do it in the peace and quiet of your home, and there is no need to go to the mall. According to Hootsuite’s Digital trends released earlier in 2018, online shoppers globally spend $15trn dollars and by the end of 2018 this figure is expected to be bigger. However, online shopping isn’t always a smooth process for a customer who often abandons his shopping basket. One way ecommerce merchants can deal with this problem is by taking social media seriously.
The latest shopping trends are no longer found on runways or magazines, it’s all happening on social media and via influencers. These new touchpoints are a crucial part of the customer journey and have become a part of the shopping experience that needs to be part of an ecommerce strategy. According to Mintel’s research in the US, social media is the number one influencer in fashion shopping for 18-24-year-old women and 32% of women aged 18-34 buy directly from social media platforms.
Knowing that social media in Asia Pacific is a must when it comes to fashion and eCommerce, this trend will have a similar impact on eCommerce in the European region. Researches have shown that there are 1.77bn active users in Asia which reflects as well on eCommerce, as last year 6 out of 15 top eCommerce spenders were in Singapore, Japan, China, South Korea, Hong Kong, and Australia respectively. Until, a few years ago, shopping through social media was a redirection to the eCommerce website making the customer journey complicated.
Many types of research show that people are willing to spend time and money on social media because they can do it conveniently, offering them discounts and creating a unique customer experience which is simple and secure.Ads are a prerequisite for major social media platforms like Facebook, Instagram, Twitter, and LinkedIn. A question that arises is how will brands generate revenue?
Shoppable ads for higher customer engagement
Shoppable ads, content that enables you to buy directly from it, are very popular on YouTube and Facebook and have brought in a new way of advertising.Why? Because of the removal of the number of clicks that a customer needs to make in order to purchase a product, making it easier for the customer to buy a product. Nowadays, shoppable trends are introduced on highly visual platforms like Instagram which gives companies the chance to partner with social media influencers. Edelman’s Trust Barometer study in 2017 showed that 85% of public prefer to listen for bloggers and vloggers for recommendations on products. So there will be a growth on these partnerships as influencers are trusted and create engagement.
Personalised Ads for better targeting
It is a marketer’s dream to be able to precisely target the right market, which has happened with digital and social media. Audience targeting has been a vital advertising tool in the social media space and allows companies to tailor and target ads. As a result, it helps them to spend money efficiently and generate revenue. From an Adlucent study, it was found that 71% of consumers like personalised ads because they do not have to check through irrelevant ads, giving them the opportunity to shop more easily. So, it is important to use targeting tools wisely to reach and acquire new customers.
Social payments for digital experience platforms
The best practical innovation adopted by eCommerce platforms is social payments through digital gateways like Apple Pay and PayPal. Being able to pay without the need to type the credit card information alongside the security safety that they provide allows eCommerce websites to be trusted and create a safe customer journey
An excellent customer experience does not require long hours of waiting for a representative.Chatbots are another dimension to add to customer service as they work 24/7. These AI customer services are able to introduce products and do brand messaging whilst answering customer questions and offering solutions which allow companies to revamp their interactions online. Even if the chatbot cannot solve the problem, there is always a representative available to step in and solve it.
A simple and efficient shopping experience is easily achievable for brands of any size. By implanting help from social media platforms, eCommerce businesses can ease the customer journey which will lead to loyal existing customers and generate more leads and boost revenue.