The big picture: The concept of social commerce took root during the early days of eCommerce. But it was the mobile revolution, plus the meteoric rise of social media titans like Facebook, Instagram, and Pinterest, that enabled this approach to truly disrupt digital shopping.
Social commerce focuses on convenience and relationship-building, tapping into unplanned discovery moments as consumers scroll through inspirational content. Watching real people interact with products helps shoppers understand and visualize them better, building confidence around online purchases.
For marketers, this shift toward social platforms reflects new expectations set by Gen Z and millennial shoppers who increasingly make purchases directly via social apps. It is an opportunity to maximize reach and nurture lasting brand relationships by organically integrating into the customer journey. Platforms now orchestrate a seamless, trust-based shopping experience where inspiration can instantly lead to purchase.
Why it matters: Despite expectations that eCommerce will surpass 8 trillion dollars by 2027, consumers are becoming increasingly wary of how much of their personal data they share with online marketplaces and brands. Marketers may accidentally push these hesitant consumers further away by pushing hard-sell messaging to audiences who are still considering their product. These tactics are the online equivalent of the over-eager salesperson peppering you with corporate scripts about deals and asking you to open a store credit card when all you were looking to do was casually browse. They’re annoying.
But casual browsing presents an excellent opportunity for brands to humanize their eCommerce messaging. This shift toward Social Commerce allows for the ease of purchase and speed of online shopping while giving consumers the chance to window shop again.
How it works: The goal is to remove friction when interest strikes while also organically introducing additional products based on what originally caught their eye.
- For example, when a consumer admires a product shown by an influencer they trust, social commerce allows them to seamlessly find that item or brand’s storefront to browse and buy. They will be able to find those glasses and discover a range of other items, enhancing their shopping experience.
Done well, the experience guides consumers through an intuitive path to purchase via content they already enjoy. This allows brands to inspire consideration and visibility of products in authentic contexts rather than disruptive ads. Social commerce puts the shopper first – their organic journey dictates the path, not predetermined funnels.
How to start:
- Ensure your brand has ‘virtual storefronts’ across online marketplaces and social media platforms, keeping in mind that the virtual aesthetic is just as important as physical store décor.
- Create natively social, shoppable content and tap influencers who have an authentic tie to your brand. Small influencers are essential: the recommendations of these content creators drive 86% of purchases — just as strong as recommendations from a trusted real-life friend.
- Explore how to repurpose authentic user-generated content (UGC) in your marketing materials. The goal is to facilitate organic community engagement and discovery around your brand versus hard-selling.
The bottom line: The future of brand loyalty lies in shoppable communities, where shared values and experiences fuel organic amplification. Social content creates better browsing experiences, allowing consumers to discover items at their own pace before being hit with hard-sell messaging. Social Commerce provides an authentic, engaging discovery experience — adding the human touch back to your eComm strategies.
