Facebook turns 10 this year and it’s going strong and gearing up for bigger and better things. There are several social media sites and communities that have risen since the inception of Facebook, but the social network is essential to any social commerce campaign. The social aspect to commerce has been in existence since the first customer bought a product. After all, shopping is all about comparisons and recommendations. With millions of its users logging into their account every day Facebook is the top choice of social commerce marketers, and here is why.
Pushing up the sales
To gain a better understanding of the ever changing ecommerce market Shopify conducted a research study. It included data collected from 37 million social media visits and the resulting 529,000 orders. The research analysis revealed that when it comes to social media and social commerce Facebook is king. Close to two thirds of all visits to Shopify stores were directed from Facebook. Furthermore, of all the online orders from social media, 85% came from Facebook. There are several other communities that direct social commerce traffic but none do it quite like Facebook.
Facebook has highest conversion rate for ecommerce traffic. The categories where the social network dominates when it comes to social commerce sales include the following:
- Sports and recreation
- Pet supplies
- Jewelry and watches
- Clothing and apparel
- Food and beverage
- Home and garden
- Web design
- Health and beauty
- Music and movies
How important is Facebook to social commerce marketers?
The importance of Facebook to social commerce marketers can never be underrated. The reason for this is rather simple; Facebook is the social community that millions of people visit every day. A business doesn’t have a better opportunity to reach out to its customers than on Facebook. The social network is expanding and reaching out to online users across the globe. In the Asia Pacific region it has become the top choice of small to medium business owners. For instance, in Thailand there are over 10,000 Facebook storefronts, and some of these businesses have a monthly turnover of over 100,000.
Businesses, irrespective of their size and marketing budget can use Facebook in order to improve sales, strengthen customer loyalty and increase customer base. One of the finest aspects about this social media platform is that it encourages dialogue between the business and the customers, and also amongst customers, and in turn it facilitates social commerce. Most shopping is social in nature. People like to talk about what they want to buy and they also want to listen to recommendations and reviews by other customers.
Sweet Blossom Gifts uses its Facebook page to reach out to customers and give them a clear picture of the brand’s wide range of wonderful products. Personalized jewelry and gifts such as charms, bracelets and necklaces look appealing and shopping for them on the business’ storefront is fun.
Lolly Wolly Doodle requires customers to respond to its posts in order to order products. This business capitalizes on the very essence of social commerce. It makes shopping fun and interesting, kind of like being on the social network. Customers also have the unique opportunity of designing their own dress and having it delivered to their doorstep.
NutriBullet is an immensely popular brand that focuses on health living. Its Facebook page concentrates not just on the business’ product line but on issues that are important to its customers. From healthy snacks for an active lifestyle to tips on using NutriBullets products to enrich the customer’s life, the business uses the platform well in order to connect with its target audience. Facebook users can also buy the products without leaving the social network.
By choosing to sell through social commerce, businesses are able to keep their costs low. Whether a business sells primarily through a Facebook store or also on it, the thing to remember is that social commerce cannot be neglected. Brands such as Lolly Wolly Doodle are selling directly through Facebook because they find that their sales of two weeks equal to the revenue they bring in through Ebay in two months.
Booz & Co predicts that by 2015, $30 billion worth of goods will be sold through social commerce. Social commerce is no longer a trend, it’s a way of shopping, and it’s here to stay. What is crucial for businesses to understand is that irrespective of the type of product that is being sold, the target audiences and their behavior remains more or less the same. And the customers are on social media sites such as Facebook.