The Growth of Social Commerce

Photo Credit: Toa Heftiba

Big investments are being made to improve the social shopping experience.

In September of 2019, we published a brief post on the importance of social commerce and why retailers should start looking at integrating it into their customer journey.

That seems like a lifetime ago.

The last year and a half has propelled digital ahead by more than seven years, and social commerce has come along for the ride. Insider Intelligence forecasted that US social commerce sales would rise by 34.8% (up from 19.8%, which was initially predicted) to $36.09 billion this year, representing 4.3% of all retail e-commerce sales.

With the seismic shifts in consumer behaviour, we thought it was important to re-visit this growing sales channel and look at how its trends have shifted.

Social Chatbots
Because social media is built on engagement, it’s no surprise that users expect that same level of attention when purchasing on social channels. Most businesses don’t have the resources to deliver 1:1 support for their customers. And that’s where chatbots come in.

According to HubSpot, 40% of consumers are indifferent about whether or not they’re served by a bot or a person – as long as they get the support they need. Having chatbots available as the first line of defence can help address the quick and easy questions coming from customers and help them get one step closer to a purchase.

Low-Priced Products
Social commerce has always been a great place for low price (and therefore low risk) items to sell on social and this trend is expected to continue through 2021 and 2022. Because social commerce is the perfect platform for impulse purchases, low-cost items tend to perform better because they don’t necessarily require research and/or the need to be seen in person.
And because social commerce is still considered to be “new” by a lot of consumers, they’re more likely to try it out on items that they consider to be low risk.

Livestreaming Commerce
One of the most prominent trends to come out of the pandemic was the rise of the live stream. Companies now use live streaming to showcase new products, provide step-by-step tutorials, facilitate product demonstrations and live chats with influencers and/or spokespeople.

Live streaming allows viewers to interact with a company in a more intimate setting and also enables the company to answer questions live. It’s a more authentic and interactive experience – and it also pays off. According to Wordstream, companies that use video grow revenue 49% faster than non-video users.

Augmented Reality
71% of consumers say they would shop more frequently if they used Augmented Reality.
One of the more interesting Social Commerce trends to come to the forefront in the last few years is augmented reality.

AR has the unique ability to showcase details about the look and feel of a product that traditional photos just can’t compete with. With AR, customers can make confident buying decisions, which leads to increased satisfaction and strong customer loyalty.

User-Generated Content
Word of mouth is one of the best ways to build brand identity and trust among customers. Brands can leverage UGC by using already engaged customers to help drive more sales without actually spending any money on advertising. Using a loyal customer base to build a strong community for the brand will help buyers feel confident they are hearing directly from the source before making a purchase.

If you’re still new to social commerce and wondering if it’s right for your business? Take a read through our original post below: “What is Social Commerce? And why should companies care?”

Have you ever found yourself up at 2 am, scrolling mindlessly through your Instagram account, and suddenly coming across something that you just HAD to have? A pair of blue suede shoes, a perfect accent chair (in the perfect shade of orange) or maybe even a pair of brand-new pajamas that make the ones that you’re wearing at that very moment seem just a little bit sad.

Studies have shown that shopping can make your brain release endorphins. People get a rush when they buy something. And new e-commerce channels are making it easier than ever to get a fix at 2 am, even when the mall is closed. Companies can now sell to prospective customers directly on social media. It’s as easy as clicking that “shop now” button.

Going to the mall with friends or family can still be fun, but businesses are getting wise to the fact that they can more easily target customers where they spend most of their time – Instagram and Facebook being two of their biggest opportunities. And what’s better than creating an experience where your customers can buy your product and then tell people about it all on the same page? It creates a completely organic intersection between commerce and advocacy.

For any retailer that sells online, social commerce represents a massive opportunity as e-commerce sales grow stronger year-over-year. Customers can now browse, compare products, read reviews, and purchase directly through the platform that they’re on with a simple click. Brands that are using their digital experiences as an opportunity to improve customer engagement are establishing a definite competitive advantage.

Companies have very little to lose and much more to gain by getting ahead of this growing opportunity. Share information with your audience and listen to the feedback to improve your products and services. Use the technology to give your customers a voice and a smooth purchase journey, and there is no denying the potential to drive sales.

Thinking about integrating social commerce into your customer journey strategy? Get in touch with us to get started.

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Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
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Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
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Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
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A video platform powerhouse, YouTube is now the second-largest search engine in the world, second only to its parent company Google.
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In order to understand our customers, we need to step into their shoes from time to time. Only then can we earn the right to influence what they’re doing.
Horn and Mane Customer Strategy
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Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.
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As online customer behaviours continue to evolve, so do the online channels that customers use to find answers to all of their questions.
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As online customer behaviours continue to evolve, so do the online channels that customers use to find answers to all of their questions.
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As businesses aim to ease their dependence on Facebook and Google, they’re turning to alternative platforms who can deliver the same benefits.
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New formats of content emerge every year. All of them have a time and place within a well-integrated marketing plan and can generate surprisingly efficient returns when layered in strategic and creative ways.
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New formats of content emerge every year. All of them have a time and place within a well-integrated marketing plan and can generate surprisingly efficient returns when layered in strategic and creative ways.
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The last two years have certainly taken a toll on high profile festival events like TIFF, but no one can argue that its organizers have poured their usual heart and soul into the event.
The last two years have certainly taken a toll on high profile festival events like TIFF, but no one can argue that its organizers have poured their usual heart and soul into the event.
The last two years have certainly taken a toll on high profile festival events like TIFF, but no one can argue that its organizers have poured their usual heart and soul into the event.
Daria Tcherkachina, Retail Director for Immersive Van Gogh, makes a leap from fashion retail to art, to join a forward-looking, digitally-savvy team seamlessly blending art and technology.
Daria Tcherkachina, Retail Director for Immersive Van Gogh, makes a leap from fashion retail to art, to join a forward-looking, digitally-savvy team seamlessly blending art and technology.
Daria Tcherkachina, Retail Director for Immersive Van Gogh, makes a leap from fashion retail to art, to join a forward-looking, digitally-savvy team seamlessly blending art and technology.
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Top lead generation trends continue to point towards website optimization and SEO, lead generation pages and sales funnels, email marketing, content marketing and paid advertising.
lead generation
Top lead generation trends continue to point towards website optimization and SEO, lead generation pages and sales funnels, email marketing, content marketing and paid advertising.
lead generation
Top lead generation trends continue to point towards website optimization and SEO, lead generation pages and sales funnels, email marketing, content marketing and paid advertising.
When it became clear that the 2021 Olympics would be primarily a broadcast event, brands appeared ready to pivot quickly, embracing virtual executions, story-rich content marketing & social media to engage audiences in new ways.
When it became clear that the 2021 Olympics would be primarily a broadcast event, brands appeared ready to pivot quickly, embracing virtual executions, story-rich content marketing & social media to engage audiences in new ways.
When it became clear that the 2021 Olympics would be primarily a broadcast event, brands appeared ready to pivot quickly, embracing virtual executions, story-rich content marketing & social media to engage audiences in new ways.
E-commerce is constantly evolving. Today, more than ever before, businesses are working hard to keep up with changing customer behaviours and demands. What is it that shoppers want?
E-commerce is constantly evolving. Today, more than ever before, businesses are working hard to keep up with changing customer behaviours and demands. What is it that shoppers want?
E-commerce is constantly evolving. Today, more than ever before, businesses are working hard to keep up with changing customer behaviours and demands. What is it that shoppers want?
Rachelle Seguin
Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
Rachelle Seguin
Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
Rachelle Seguin
Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
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Millennials have historically been known for advocating for more flexible work conditions, but after a year of working from home and talk of permanent hybrid models on the horizon, concerns about work-life balance and the challenges of digital workplaces are now being brought to light.
Millennials working from home
Millennials have historically been known for advocating for more flexible work conditions, but after a year of working from home and talk of permanent hybrid models on the horizon, concerns about work-life balance and the challenges of digital workplaces are now being brought to light.
Millennials working from home
Millennials have historically been known for advocating for more flexible work conditions, but after a year of working from home and talk of permanent hybrid models on the horizon, concerns about work-life balance and the challenges of digital workplaces are now being brought to light.
google brand impressions
Your brand identity is the foundation that everything else rests on. And if it’s strong, it can protect your company during periods of stress and uncertainty.
google brand impressions
Your brand identity is the foundation that everything else rests on. And if it’s strong, it can protect your company during periods of stress and uncertainty.
google brand impressions
Your brand identity is the foundation that everything else rests on. And if it’s strong, it can protect your company during periods of stress and uncertainty.
Google SEO
Companies who aren’t marketing their products and services at the exact time that potential customers are looking for what they’re selling are leaving far too many sales on the table.
Google SEO
Companies who aren’t marketing their products and services at the exact time that potential customers are looking for what they’re selling are leaving far too many sales on the table.
Google SEO
Companies who aren’t marketing their products and services at the exact time that potential customers are looking for what they’re selling are leaving far too many sales on the table.
Horn and Mane Hire
The recruitment landscape is changing drastically as businesses start to reflect on talent management processes in an increasingly digital and virtual work world.
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The recruitment landscape is changing drastically as businesses start to reflect on talent management processes in an increasingly digital and virtual work world.
Horn and Mane Hire
The recruitment landscape is changing drastically as businesses start to reflect on talent management processes in an increasingly digital and virtual work world.
Nurturing customer relationships is more important than ever. Using an omni-channel approach to talk with your online audience will demonstrate your commitment to delivering value, not just closing a sale.
Nurturing customer relationships is more important than ever. Using an omni-channel approach to talk with your online audience will demonstrate your commitment to delivering value, not just closing a sale.
Nurturing customer relationships is more important than ever. Using an omni-channel approach to talk with your online audience will demonstrate your commitment to delivering value, not just closing a sale.
Horn and Mane genZ
Surrounded by computers and technology from birth, Gen Z has the enviable ability to effortlessly thread millions of micro-moments into one big life story.
Horn and Mane genZ
Surrounded by computers and technology from birth, Gen Z has the enviable ability to effortlessly thread millions of micro-moments into one big life story.
Horn and Mane genZ
Surrounded by computers and technology from birth, Gen Z has the enviable ability to effortlessly thread millions of micro-moments into one big life story.
Horn and Mane YouTube
A video platform powerhouse, YouTube is now the second-largest search engine in the world, second only to its parent company Google.
Horn and Mane YouTube
A video platform powerhouse, YouTube is now the second-largest search engine in the world, second only to its parent company Google.
Horn and Mane YouTube
A video platform powerhouse, YouTube is now the second-largest search engine in the world, second only to its parent company Google.
Horn and Mane Customer Strategy
In order to understand our customers, we need to step into their shoes from time to time. Only then can we earn the right to influence what they’re doing.
Horn and Mane Customer Strategy
In order to understand our customers, we need to step into their shoes from time to time. Only then can we earn the right to influence what they’re doing.
Horn and Mane Customer Strategy
In order to understand our customers, we need to step into their shoes from time to time. Only then can we earn the right to influence what they’re doing.
horn and mane GenZ
Technology was part of their daily lives at birth, and they’re the first generation to be raised in a world that’s brimming with digital experiences.
horn and mane GenZ
Technology was part of their daily lives at birth, and they’re the first generation to be raised in a world that’s brimming with digital experiences.
horn and mane GenZ
Technology was part of their daily lives at birth, and they’re the first generation to be raised in a world that’s brimming with digital experiences.
horn and mane AI
Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.
horn and mane AI
Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.
horn and mane AI
Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.
online customer service
As online customer behaviours continue to evolve, so do the online channels that customers use to find answers to all of their questions.
online customer service
As online customer behaviours continue to evolve, so do the online channels that customers use to find answers to all of their questions.
online customer service
As online customer behaviours continue to evolve, so do the online channels that customers use to find answers to all of their questions.
If you’re not seeing the conversions that you want, take a step back and assess whether you’ve covered off the basics.
If you’re not seeing the conversions that you want, take a step back and assess whether you’ve covered off the basics.
If you’re not seeing the conversions that you want, take a step back and assess whether you’ve covered off the basics.
Snapchat, Advertising, Social Media, Generation Z
As businesses aim to ease their dependence on Facebook and Google, they’re turning to alternative platforms who can deliver the same benefits.
Snapchat, Advertising, Social Media, Generation Z
As businesses aim to ease their dependence on Facebook and Google, they’re turning to alternative platforms who can deliver the same benefits.
Snapchat, Advertising, Social Media, Generation Z
As businesses aim to ease their dependence on Facebook and Google, they’re turning to alternative platforms who can deliver the same benefits.
marketing content
New formats of content emerge every year. All of them have a time and place within a well-integrated marketing plan and can generate surprisingly efficient returns when layered in strategic and creative ways.
marketing content
New formats of content emerge every year. All of them have a time and place within a well-integrated marketing plan and can generate surprisingly efficient returns when layered in strategic and creative ways.
marketing content
New formats of content emerge every year. All of them have a time and place within a well-integrated marketing plan and can generate surprisingly efficient returns when layered in strategic and creative ways.

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