Social commerce has reinvented itself many times over but has yet to prove itself as a solid sales tactic. Next year, the version that has been evolving during 2018 could finally take hold.
With its increased investment in Instagram Stories, Benefit plans to focus on both organic and paid content in 2019. And rising usage in swipe-up behavior—when a user swipes up on stories content and is taken to a landing page on the brand's website—is opening the door to new opportunities.
Social media is hardly synonymous with shopping, but that hasn't stopped social platforms from positioning themselves as pseudo-retailers.
When the first wave of social commerce arrived—mostly reproducing ecommerce catalogs on Facebook—critics predicted it would fail because users didn't want to shop where they socialized. More than half a decade later, most social media users still don't turn to social platforms to make direct buys. Now it's all about influence, social ads and a multi-channel path to purchase.
A new study finds that social media users who have been swayed to make a purchase based on a stranger's recommendation were most likely to buy products like clothing, electronics or beauty items.
Social commerce has never jelled, but marketers haven't given up on trying to sell goods and services to social media users. The latest push: Instagram and Snapchat are trying to make shopping in Stories a thing.
The social network is rolling out new features to entice users to buy through its platform. For now, payments are limited to things like booking appointments at salons or restaurants, but that could change.
Social platforms can be discovery vehicles, but getting an individual to click on an ad—and ultimately purchase something right from it—isn't easy.
Marketers are still using social media to influence purchase decisions and drive sales, but getting consumers to actually complete a purchase while on a social property has proven to be exceptionally difficult–and is no longer a top priority for most. In the latest episode of eMarketer’s “Behind the Numbers,” we dig into Snapchat’s evolving approach to ecommerce, and how it might differ from previous attempts.
A millennial-focused Cowen and Company survey, conducted in December 2017, shed light on the current state of social commerce. All social platforms have influence on purchase behavior, and—no surprise—more so among younger users.