Retailers can celebrate early this year knowing the promise of social commerce has finally come to fruition. New “buy” buttons on both Facebook and Twitter look to reinvent online shopping for 2014. The move offers former fans of paid social advertising higher conversions and improved sale sharability.
Opportunities for Local Businesses
Missing out on social media advertising will have a tremendous impact on any business’s ability to keep up with their competition. This is especially true for local companies, even if the connection isn’t quite clear. When people have work done on their plumbing, when they order food, when they have a local seamstress replace a zipper on a coat – these are the mundane types of statuses that show up on Facebook, each of them regularly linking to a business page, where now, customers can order with the click of a button.
Marketing That Works
Sharing works, says Share This, who found that 55 percent of users born in the ‘80s and ‘90s follow up on these kinds of links when posted by peers. What may be trickier for platforms to put to work are paid advertisements, like retargeting ads, without alienating customer bases. While retargeting ads enjoy high conversations, they are also seen by many shoppers as an invasion of privacy and an overreaching of social media into people’s lives. Companies involved in social commerce will have to work diligently to balance the convenience of “buy” buttons with the tried-and-tested methods needed to secure sales.