Act Now, Don’t Wait

This is the essence of the sales strategy behind social commerce. Unlike traditional search engine campaigns, where we wait for the customer to show interest in our products, social commerce allows us to actively engage with the customer, presenting an offer that directly meets their needs.

Using social media platforms and their integrated messaging systems, we showcase products to our target audience (social selling) and close transactions (social commerce). Typically, this all happens within one platform, so the user doesn’t need to leave the app and visit an external online store.

Is Selling on Social Media Worth It?

In social selling, the focus is primarily on high-quality product presentation and streamlining the sales process. Simultaneously, the primary goal of parallel campaigns is to expand the audience base. This approach is particularly beneficial due to the tools available on social platforms, which allow businesses to easily and accurately target audiences with the highest potential for conversion. It also facilitates building an organic network of brand ambassadors whose purchasing decisions help widen the audience and foster recommendations.

On social media, users commonly participate in thematic groups, such as those for fans of specific brands, sports enthusiasts, or people with shared interests. Additionally, influencers often combine sales content with entertainment, delivering it in a light, relatable way that resonates with their audience. This can encourage impulse purchases, reducing the rational decision-making process, like price comparisons.

Getting Started with Social Selling 

Social selling can be applied in almost any industry; success depends on properly setting goals and crafting the right communication strategy. Different messaging is needed when building brand awareness versus driving mass sales. Significant success in this sales model can be seen in the fashion and video game industries, but in Asian markets, there’s hardly an industry that hasn’t embraced social commerce. Mobile devices, in particular, account for 90% of social commerce transactions in the Chinese B2C market! Given the growing popularity of this sales model and its success in Asia, it’s only a matter of time before we see this trend rising in Europe.

For more insights on social commerce, especially in China, I recommend subscribing to Bartek Pucek’s newsletter at pucek.com, which I used as a resource for this article.