There is a significant explosion in the overall usage on social media platform. With the advent of Internet among the masses and the coming of age of mobility, there has been a profuse dependent of brands on social websites. This engagement is not constrained to chatting and public linking, but has now brought up sharing to a whole new level. Every single day, millions of users are expressing their likes on Facebook, tweeting about products and services on Twitter, and pinning posts to Pinterest. Hence social commerce has now become the focused attention of major retailers and some big brands.
But one big question that most of the the market juggles to understand is that how to convert that “pin”, “tweet” and “like” into sale? There exists some converging trends that promise to transform social media into viable commerce platform.
The rise of mobile – The evolution of mobilesreveal that shoppers can compare price and bespoke advice from friends, no matter where they are. However, mobiles account for just under 40 percent of time spent on social media. Pinterest is at 48 percent whereas Facebook has passed more than 50 percent of the mobile usage. Following the persisting growth of mobile devices, it will continue to last long. Brands seek guaranteed attention in this medium, coupled with the explosion which helps to explain social media’s move away from traditional display ads.
The rise of visual web – Numerous sites like Pinterest, Instagram, Tumblr are turning repositories for fashion tips, shopping ideas, into user generated catalogs. They not only give a vital insight to the latest trends that have become the consumer’s apple of the eye, but also share engaging demographics among brands for futuristic services.
Demographics – Today most of the tech savvy as well as engaging users are accustomed to online shopping and tend to see their smartphones and tablets as the biggest computing device for their shopping necessities. Pinterest’s average users hold the age between 30 to 49, which is an age bracket with considerable disposable income.
Need to overcome challenges – The social commerce has become a major player in pushing online purchasing, but still there are major hurdles in place to make it a more viable source. With the transformation taking place over to mobility, consumers are seemingly feeling more insecure as brands still not have a proper mobile policy so as to make the consumer feel secure.
The current social engagement involve way too many steps and there is still no cross platform accessibility available. With animosity among the mind of the users as well as brands, there has to be a more open approach that can give a vital boost to the sales based on pins, tweets and likes.