Social Commerce Goes To The Next Level With These 3 Developments

Social commerce

There’s no doubt that Facebook, Twitter and Pinterest are an important part of any e-commerce marketing strategy. Sharing products on Facebook, pinning product images, and tweeting product cards on Twitter are what make up social commerce. But it doesn’t end there.

Over the last couple of days, there have been some significant developments. All three social networks are introducing new features to take social commerce to the next level. Here’s what they are up to and how you can take advantage of it.

Facebook’s Buy Button

Facebook announced they are adding a new call-to-action for business posts and ads. Right now they have options like ‘Like Page’, ‘Sign Up’ and ‘Download’. While these are fine for lead generation they don’t really help e-commerce stores in any particular way.

As it stands, any product advertised on Facebook will simply link back to the product page, taking users out of Facebook. With the new ‘Buy’ button, users can purchase your product right from their News Feed, without having to leave the site.

This has huge implications for e-commerce stores. The biggest challenge currently is getting people to click on ads and go on to purchase products. Facebook is, after all, a social network. People aren’t there to shop so asking them to leave the site and visit your store won’t work most of the time.

With the new feature, Facebook almost becomes a social shopping site. Personalized products are mixed in with posts from friends. As users scroll through, if they see something they like, they can get it with a click!

Pinterest’s Shopify Partnership

Pinterest started out as an image pin-board but it quickly became a tool for recommending products. Many of their early users were females curating the latest finds in fashion – dresses, shoes and jewellery. As more users came on, they started sharing other products.

Today it’s a valuable driver of traffic to e-commerce stores because of this tradition of product sharing. In fact, Pinterest recognised their social commerce aspect early and introduced Rich Pins, allowing businesses to add extra information to pins.

Now, with their recent partnership with Shopify, they are directly integrating Rich Pins into the e-commerce platform. For those of you on Shopify, it means that your pins will automatically pull data such as pricing and availability. Basically, you’ll have a miniature version of your product pages doing the rounds on Pinterest.

Twitter Acquires CardSpring

CardSpring launched in 2012 with a platform that allowed developers to create applications that worked directly with credit cards. That meant consumers could see personalised deals and offers based on what they had purchased with their cards.

Till now, Twitter was lagging behind Facebook and Pinterest as a driver of sales. With the limitation of 140 characters, it’s hard to describe and recommend products on Twitter. Twitter Cards was their big step into the social commerce space. The Cards added an additional layer of information to tweets, much like Rich Pins.

By acquiring CardSpring, Twitter is pushing itself further as a social commerce platform. Adapting their technology to Twitter means that consumers could link their accounts to offers and deals they see on their feeds without leaving the site. They can then take advantage of the offer at a later stage having already ‘signed up’ for it.

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