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Social commerce is a subset of e-commerce. It is an amalgamation of e-commerce and social media, where brands sell their products and services via social media platforms. Social commerce centers around new-age marketplaces with built-in native social commerce capabilities such as Instagram, Meta (Facebook), Pinterest, and Snapchat.
This allows emerging brands to connect directly with consumers and increase brand awareness. Small businesses and start-ups can use social commerce to sell directly on the platform and gain followers by gaining more active users while taking advantage of potentially profitable sales. .
Social commerce as a new-age marketplace for emerging brands
The rise of digitization and the multitude of new opportunities that it brings are making DTC brands more committed to success. Combining the growing popularity of social media with the convenience of online shopping, social commerce can grow both emerging and smaller brands.
yes, Why should brands invest money in it? — Social commerce has been enhanced as D2C brands prioritize omnichannel presence. D2C businesses benefit from understanding where consumers spend the most time. The development of D2C brands and social commerce are closely intertwined as both target the same age group.
reduce friction
Social commerce reduces friction in the consumer experience and makes the discovery-to-purchase process easier. So look, click, buy. Consumers can interact directly with brands via in-platform messages and chatbots for product information, logistics updates, customer support requests, refunds, and more. In addition, live video shopping helps brands do effective storytelling and build brand awareness through several consumer touchpoints. You can also buy without leaving.
An interactive and holistic shopping experience
Millennials and Gen Z prefer to shop on social media. They’re already online, ready to shop while scrolling.they expect more personalized shopping experience; therefore, social commerce is the best way to reach them as it offers a more interactive shopping experience than on-site or brick-and-mortar stores.
for exampleusers can tag their FridaysEnd and share ongoing offers or deals. If the D2C brand is new to selling online, customers may purchase the product after reviewing the comments. Reviews and recommendations help you make informed purchasing decisions. You can also message brands directly on social media to inquire about their products and receive more personalized service.
In addition, social media platforms can provide detailed data about your customers, such as their interests and purchasing behavior, to uncover key insights that drive your brand’s sales. Leveraging social media to manage the end-to-end customer experience creates a positive feedback loop that helps increase brand revenue.
Influencer marketing: an integral part of social commerce
Emerging brands should recognize the relevance of influencer marketing in the current era and spend more on it as social media has evolved into a valuable marketing tool for building brand awareness. Build customer relationships and focus on community engagement to make it easily accessible. Through user-generated content, influencers provide information about how to purchase a particular brand’s products in a language and manner that the audience can understand.
Unlike traditional marketing campaigns, influencer marketing creates trust and credibility through compelling product reviews. Plus, it accelerates revenue growth and consumer acquisition faster than any other online marketing method.
summary
Implementing an omnichannel framework has proven to be a huge benefit for D2C brands and consumers. This is because D2C brands have an online presence to address the underserved Indian market in Tier 2 and 3 cities and small towns. Social commerce is undoubtedly driving the expansion of D2C brands across multiple categories and domains, resulting in better end-user satisfaction. New and small brands are now reaching the market as directly as the big brands. Considering these factors, his budding D2C brand needs to spend more on social commerce.
Disclaimer
The above views are the author’s own.
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