The future of social commerce online retail. By 2025, Accenture estimates that social trade will double to a 2 1.2 trillion Global market. Since the launch of COVID-19, consumers have rapidly adopted social business behaviors such as discovering, purchasing, and seeking direct support for social media applications. Now, brands are embracing these tools to provide a personalized customer experience on the platform of their choice.
Live shopping, for example, is a powerful way to educate, engage and sell customers in an interactive live stream event featuring brand representatives or influencers. Listeners can comment live, ask questions, and even shop from the live stream link. In 2021, the number of people buying products at a live stream event has increased 76% Worldwide
Social media platforms are innovating to meet this growing demand for social commerce. Twitter has made a new announcement Twitter Store Features that allow brands to display up to 50 products on their profile Similarly, Tick tock A second TikTok app is testing shopping features to help brands manage their e-commerce. Going forward, e-commerce brands will have more tools at their disposal to sell directly on social media and provide a growing unlimited customer experience.
Top brands in social commerce
As social commerce grows in popularity and accessibility, these brands have jumped on both legs to connect with customers wherever they are:
Charlotte Tilbury
Charlotte Tilbury provides engaging, personalized interactions for her subscribers across a number of channels using the latest live stream and meta verse technology. The cosmetics brand was the first to create a digital storefront using virtual reality (VR). In November 2020, the brand Launched a 3D digital store Where shoppers can explore, shop and receive personalized recommendations from virtual store partners. Charlotte Tilbury Digital Store hosts live events with makeup and skincare tutorials.
A new feature, “Shop with friends,” Allows customers to invite friends and family to join a video call and navigate the virtual store together. Technology, like multiplayer video games, mimics the personal shopping experience. While in the VR store, customers can also play a game where they can navigate the store to find and collect hidden keys.
In addition to this social shopping experience, Charlotte holds Tilbury Live shopping event At TikTok. During these events, the brand partners with influential people to showcase and showcase its products and even offers exclusive discounts for those who purchase directly from TikTok UK.
Petko
Petco uses live streaming, effective marketing, and social media to provide innovative experiences for its customers. The brand has partnered with Facebook to engage pet lovers and pet parents in shopping-worthy live stream events. Of The first live shopping event A pet fashion show is paired with a dog adoption drive hosted by actress and model Ariel Vandenberg. Petco and its charitable foundation donated $ 100,000 to the dog rescue organization that participated, as well as creating awareness about its pet clothing brand. The event was a huge success, reaching more than 900,000 people and doubling the cost of the event to increase sales.
Since that initial success, Petco has partnered with more influentials, including Olympian Gabby Douglas, to do more live stream events. During its live shopping event, Petco has dedicated a team to interacting with visitor members in real time and promoting relevant products on screen. Remote and on-site staff work together to deliver shopping and engaging events.
The brand has worked with Facebook and Instagram to set up social shops directly on social media platforms. In addition, Petco used its existing influential partnership to launch a TikTok campaign that has reached more than 28 million impressions for its pet apparel brand.
Kitkat Australia
Launched KitKat The first Facebook live shopping experience In Australia, “Live from Kitkat Chocolate” during the 2020 holiday shopping season. Its chocolatiers at the event showcase new products, interact with special guests and offer exclusive offers to visitors.
The innovative experience includes a shopping feature for live stream viewers to purchase products by simply typing keywords. A visitor can type a specific keyword in the comment box, triggering a messenger notification with a link to purchase products online. Technologies such as these keyword artificial intelligence (AI) tools are becoming more widespread as social media companies experiment with new ways to buy products directly on their platforms.
Zimba
Zimba, a global tooth whitening brand, quickly embraced it Facebook store Platform to bring its products directly to its customers on social media platforms. Along with Facebook Shops, Zimba has created a digital storefront where customers can discover and purchase products without the app.
To provide seamless customer service, Zimba enables its customers to communicate directly with the brand via Messenger and Instagram Direct Message (DM). Customers can ask questions, get help and track delivery before, during and after shopping on social media. As a result, Zimba has increased the value of average orders from shoppers on social media by 6.7% compared to shoppers on its website.
H&M
H&M was one of the first clothing brands to close the gap between social media and online shopping. The brand created its own Mobile site It will list clothing and accessories from images in her tweets that are directly linked to online product purchases. Today, using the brand Instagram shopping To promote its latest style directly in the mobile app and to link to the featured products in each post.
The next step for the brand is to launch “Shop Live” At the H&M HOME Concept Store on The Avenue, Kuwait’s largest shopping mall. With technology powered by Go Instore, customers can access instant live advice with store staff while browsing online. The new tool provides a personalized experience regardless of whether customers want to shop in person or at home.
Set foot on social commerce
Consumer demand has forced businesses to pivot online and has emerged as a no-brainer for social commerce brands that not only engage with consumers on social media, but also want to convert their customers. By leveraging the power of live shopping, digital storefront, shopping ad and social store brands are able to better meet customer expectations. However, according to a survey by Forrester, less than 30% of social business leaders prioritize customer engagement, fail to build and nurture customer relationships throughout the social purchasing journey, and put their long-term social business growth at risk. One thing is for sure, brands that no longer embrace social commerce will lag far behind in the competition, while brands that embrace innovation will reach customers interested in a personalized and engaging experience.
Finding the right social trading solutions to help you do this can be overwhelming. Download Buyer’s Guide to Social Trade Solutions To help guide you to find the right fit for your brand.