In the past, the head of eCommerce was focused on driving traffic to the website and conversion rates. However, in a social commerce world, the focus is shifting to creating an omni-channel and headless customer journey that starts with social.
You've seen it pop up left and right, (and probably already deployed a tactic or two) but what is the name of this change in the ecosystem?
It's called social commerce, and it is the new era of online sales.
What exactly is social commerce? In short, it's using social media platforms to sell products or services. Your brand is already using these strategies, from a post about your product on Instagram and including a link to buy it in your bio, setting up a Facebook shop, or using Pinterest to drive traffic to your website.
The most overlooked and underrated star of social commerce is conversation, at-scale.
Automated messaging between your brand and audience allow for instant and personalized connection. There you can capture your growing audience, nurturing them into customers with relevant messaging and super short journeys. Strong strategies can arise out of this new opportunity to connect on an owned channel, tweaking offers and messaging from real results and behaviors.
Platforms are changing their algorithms to favor this type of connection, and users are becoming more accustomed to making purchases through social media.
To get ahead of this digital transformation, and start boosting your brand's online growth, social commerce will have to be taken up, one way or another.