Just as commerce has evolved, so is ecommerce. There is f-commerce (Facebook) and even t-commerce (Twitter). Many different terms come up referring to different variations of ecommerce, but most all fit into what many are today referring to as social commerce. As we mentioned in our last posts on social media, ecommerce is becoming social, and the evolution of ecommerce encompasses what is now social commerce.
Social commerce makes the social connection in ecommerce. We are now longer just shopping online. We use reviews, make reviews and make shopping decisions based on reviews. There is a need to be part of a virtual community. Reviews are becoming more like conversations between shoppers, and businesses use these reviews to shape their goals. We rely on one another’s reviews and opinions. This is why fake reviews are such a hot issue right now….
Within this virtual community there is a need for communication. When you go to read reviews on a product, you find the reviewers communicating with one another. Customers share their opinions on products, and people are able to dispute or agree. Businesses use reviews for development. It is a cycle that creates conversation and communication in all areas of ecommerce. A good business contributes and participates in this communication.
Businesses profit from placing effort into social commerce. A business that places emphasis on this virtual community and communication, increases their chances of returning customers. Customers are not only looking for the best products and best deals; it’s the shopping experience and trust they feel that will bring them back. Strong customer service that exemplifies trust and consistency makes for the best shopping experience.
The visual aspect of social commerce is important, and many businesses are shaping their websites and ideas accordingly. Pinterest is a perfect example. Photo-sharing platforms are impressive and appealing. They allow for customers to feel more connected to products. Forbe’s just released a piece on social media in ecommerce, referencing RichRelevance, a company focused on personalized ecommerce experiences. According to RichRelevance, Pinterest has doubled in traffic in the last year, making Pinterest eCommerce integration vital for social commerce success. Expect to hear more from sites like Pinterest and Tumblr…. And expect businesses to adapt a Pinterest marketing strategy to their marketing plan.
Social Commerce is evolving and quickly so. Our next post will be on predictions in Social Commerce. Stay tuned….
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