News • 16.11.2020

Shopping in social media streams?

Further steps towards social commerce

Part of the Pinterest app with icons
Source: Pinterest, Screenshot of the website

The fact that retailers and brands offer their products online where consumers spend their free time – on social media channels as well as on image and video portals – is nothing new. There have been many advertising campaigns on these channels for a long time. That's not surprising, because statistically speaking the potential is huge: According to the Digital 2020 report by We Are Social and Hootsuite from July 2020, almost four billion people or 51 percent of the global population use social media. And the number of users is growing rapidly.

"Social commerce" or "social selling", on the other hand, is starting surprisingly slowly at first, but things are evolving in the industry. Here is a brief overview without claims of being complete.

Shoppable content on social platforms

WhatsApp enables companies to create product catalogs through their WhatsApp business service and to provide users with a shopping button in their chat history. Instagram and Facebook are also regularly expanding their store functionalities. For example, companies in the U.S. can use Checkout on Instagram, consumers can buy products in the Instagram app and pay with Facebook Pay.

lower part of the Instagram app with icons
Source: Instagram, Screenshot of the website
Update 2021/02/19: Shop Pay expands to Facebook and Instagram, said Shopify in a release on 2021/02/09.

Facebook's competition isn't resting either.

In collaboration with Shopify, Snapchat makes in-app sales of products possible for Shopify merchants. The online photo platform Pinterest has been working on its e-commerce functionality for a long time. This seems obvious, many users look here for inspiration and tips for design and shopping. However, the "Buyable Pins", launched in 2015, have been discontinued for the time being and users are redirected to the retailer's website to make a purchase. In the meantime, Pinterest has become not only a sales channel for retailers, but also a real e-commerce platform with its own analysis tools.

Update 2021/02/23: Now Shopify merchants in Germany can create, manage and measure ad campaigns via TikTok integration.
Part of the Pinterest app with pictures of furniture...
Source: Pinterest, Screenshot of the website

Very recently the news service Bloomberg reported that Google plans to transform its video platform YouTube into a sales channel using shopping functionality. The video platform TikTok has been experimenting with e-commerce functionality for some time. In TikTok's Chinese version Douyin, users and companies can offer and sell their products directly in the app.

Why is the integration in social media coming?

With "shoppable posts" or "shoppable ads" there are some major differences to traditional online advertising.

Instead on external sites such as the online store or the merchant site in a marketplace, the purchase takes place in the original app itself. Consumers stay with the "look and feel" of the channel and are enabled to buy with as few clicks as possible and without having to register with the retailer separately. On content platforms and social media channels, advertised products can also look more like content than ads.

Influencer marketing is booming and has its natural home on social media and video channels. Another big advantage for advertisers: The platforms know their users very well, target groups can be addressed precisely.

And another important factor are the mobile devices, smartphones or tablets. Users access these channels and platforms on their mobile devices, often using features such as cameras or speech recognition. Visual search, which is product search with images, or voice commerce offer a great deal of potential for everyday use. Pinterest, a channel that has always focused on images, integrated visual search functions early on with Pinterest Lens. Shopping via social media and video channels has not yet established itself, but the potential is certainly there.

Author: Julia Pott

related articles:

popular articles:

Thumbnail-Photo: UK retailers still need to prepare for Brexit...
06.01.2021   #online trading #e-commerce

UK retailers still need to prepare for Brexit

Distribution, inventory, and customer satisfaction are main concerns

A new survey of UK online and omnichannel retailers conducted by PFS, the operations business unit of PFSweb, Inc., reveals that the majority of retailers are yet to adequately prepare themselves for the end of the Brexit transition period. ...

Thumbnail-Photo: Local shops are lifelines for communities across Wales...
21.12.2020   #coronavirus #marketing

Local shops are lifelines for communities across Wales

ACS report shows vital role of convenience stores during pandemic

ACS’ ‘2021 Welsh Local Shop Report‘ has revealed the vital role that convenience stores play in the lives of customers and communities across Wales, particularly to those who may be more isolated or vulnerable.Findings from the ...

Thumbnail-Photo: The most inspired Christmas commercials 2020...
17.12.2020   #digital marketing #sales promotion

The most inspired Christmas commercials 2020

Messages for the holidays

The year 2020 was an odd one, a difficult one for many, and the holidays are no different. How are retailers reacting to that in their Christmas commercials and what messages do they send out for the holidays? Here is an international selection from ...

Thumbnail-Photo: First South Asian local food and grocery marketplace in U.S....
27.11.2020   #online platform #online food retailing

First South Asian local food and grocery marketplace in U.S.

Based in Chicago, Quicklly expands to San Francisco Bay Area

Quicklly, the first and only South Asian local food and grocery marketplace in the US, announced its first expansion city – the San Francisco Bay Area. Customers throughout the city of San Francisco extending south through to San Mateo have ...

Thumbnail-Photo: Come together: local retailers connect with local customers...
15.09.2020   #brick and mortar retail #customer relationship management

Come together: local retailers connect with local customers

The online platform Ladenfreun.de connects local retailers with potential customers. The common denominator: A product.

How can you bridge the gap and connect online retail to pedestrian zones? A Nuremberg startup wondered how this could be accomplished and came up with a solution: Ladenfreun.de. In this interview, founder Matthias Hueber talks about the idea behind ...

Thumbnail-Photo: Swiss Brand Ons new flagship store
29.12.2020   #customer satisfaction #brick and mortar retail

Swiss Brand On's new flagship store

New standards for retail?

Swiss performance running brand On opens its global flagship store today, On NYC, located at 363 Lafayette Street in New York, NY. On has pioneered a design-centric and technologically driven approach to the in-store consumer experience. Centered ...

Thumbnail-Photo: Interior design and high fashion
14.09.2020   #design #marketing

Interior design and high fashion

New York Fashion Week is going home ... with Lowe's

At a time when home has become the new epicenter of personal style, Lowe's and New York Fashion Week: The Shows have come together to reimagine one of fashion's most iconic moments, transporting high fashion from the runway to the ...

Thumbnail-Photo: Spotlight on ... city centre
15.09.2020  

Spotlight on ... city centre

Learn more about the challenges that city centres are currently facing in our focus topic

What attracts customers to city centres these days? You can find possible answers to all aspects of city marketing with us. ...

Thumbnail-Photo: Spicy flavor for your local online marketing...
04.01.2021   #digital marketing #marketing planing

Spicy flavor for your local online marketing

Register now for today's webtalk "retail salsa" at 4:00 pm!

A store with an attractive location, a high frequency of passers-by and some word-of-mouth advertising and customers automatically stumble into your store. What was once enough for local reach is no longer considered a guarantee of success ...

Thumbnail-Photo: How the industry thinks: The most important trends for 2021...
05.01.2021   #brick and mortar retail #digitization

How the industry thinks: The most important trends for 2021

What awaits retailers after the first Corona year?

2020 – most certainly not an easy year. But many agree: The only way forward is to look ahead. So we asked industry insiders – retailers, academics, manufacturers – what they expect for this year. How will changing customer ...

Supplier

EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf
Seven Senders GmbH
Schwedter Straße 36 A
10435 Berlin
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn