We continue with the series of social commerce posts. Today we will look at the differences between social commerce and eCommerce (or electronic commerce). We will establish various parameters which you can apply to your business model in an effective way.
Find the seven differences between social commerce and eCommerce
Where to buy?
Whereas in eCommerce interactions are managed from the seller’s website (online chat is very useful), during a social commerce sale interaction takes place on social networks as well as on the seller’s website. In this way, social sommerce appears as a development of online shopping, although not as a decisive one. Basically, it transfers part of or all the process to the location where potential consumers spend a large part of their time and where they can freely dialogue with their friends.
The user/customer is king
An online store should be a dynamic window shop that changes depending on the user or potential customer who views it. A watertight store which does not enable interaction is a closed store that makes it impossible to have a full social commerce experience. Brands are still somewhat reluctant for customers to review their products, but this is a great weapon to increase engagement.
Allow your customers to share their experience with their friends, receive their recommendations and, above all, make recommendations before, during, and after the purchase. Product recommendations are ideal.
In traditional eCommerce (if we can call it so), relationships are always one-way. The customer enters the store, makes a purchase, and waits for the order to arrive. In social commerce, the customer enters the store, makes comparisons, makes questions, talks to us before making a purchase, and by that communication clearly strengthens his or her brand preference. There are more steps to be taken before completing the purchase or executing the purchase decision, and the customer may abandon. The conversion percentage is reduced.
Promoting your brand
In many cases, customers will know more about your customer than even you, which sometimes is not very positive. If this is the case, they can be specifiers for your brand or product. ECommerce did not make it possible to know who these users are, but in social commerce they can be identified (which is often very useful) and turned into referent points in your community. In addition, the information shared by these users through networks can also help sellers to get an idea of customers’ environments, hobbies, etc.
Adapting the product range
Until now the only criteria to change the products offered in eCommerce had been user visits (unless tracking had been implemented) and the products in which users had displayed more interest during the sale. Social commerce makes it possible not only to measure this, but also to find what is being said about the products and why users believe that they are better or worse than other products in the market. You can really qualitatively measure what is being said by the community or critical mass.
The social commerce scenario is idea to involve your most loyal customers in exclusive promotions, thus achieving greater customer loyalty and arousing a greater sense of belonging and pride in the brand. However, customers who are in social networks such as Facebook are highly “infoxicated”, so your product range should be adapted to more specific social networks.
Social commerce may sometimes appear to be a passing trend. However, it’s a natural development due to the creation of eCommerce social networks; as well as to the fact that, now that infrastructure and technology costs have been reduced, any company can have its own social commerce platform to sell its products with no need to be an Internet giant. However, this market may become quickly saturated, so achieving early positioning is practically an urgent need.