What is Social Commerce?

At its core, social commerce refers to selling products directly through social media platforms, bypassing the need for a standalone website or e-commerce store. Customers can browse, shop, and purchase within a social media app without leaving the platform.

For small businesses, social commerce is a powerful tool. Instead of driving customers to a website, you meet them where they already spend time—on their favourite social platforms. Popular features like Instagram’s Shopping or Facebook Marketplace enable businesses to integrate product catalogues, making the shopping experience smooth and convenient.

Why Social Commerce is Growing

The growth of social commerce can be attributed to two key factors: convenience and connection.

• Convenience: Consumers no longer need to visit multiple sites to find what they want. Social commerce turns a social interaction — a comment, a like, or a share — into a potential sale with just a few taps.
• Connection: People trust recommendations from friends, influencers, and even brands they engage with on social media. This creates a more personal shopping experience built on trust and social proof.

How Small Businesses Can Benefit

1. Lower Barriers to Entry:
Setting up a shop on social media is simple and cost-effective. Platforms like Facebook and Instagram allow small businesses to showcase products, track inventory, and even offer customer support without needing a separate website.

2. Engaged Audiences:
Social media is home to billions of users who engage with content daily. For small businesses, this means a built-in audience already primed for discovery. You can use targeted ads or organic posts to connect with your ideal customers, building relationships that lead to sales.

3. Seamless Shopping Experience:
One key benefit of social commerce is that it simplifies the buying process. Instead of leading customers away from the app, they can complete their purchases within the platform. The fewer steps between discovery and purchase, the more likely customers are to convert.

4. Leverage Social Proof:The power of likes, comments, and shares cannot be underestimated. Social proof can greatly influence a customer’s buying decision. By showcasing positive feedback, customer reviews, and user-generated content, you can boost trust and encourage more people to buy.

Platforms to Consider

If you’re ready to dive into social commerce, here are the key platforms to consider:

• Instagram Shopping: Instagram allows businesses to create storefronts, tag products in posts and stories, and offer checkout within the app.
• Facebook Marketplace: Perfect for small businesses looking to sell locally or nationally, Facebook Marketplace allows you to list products and services directly.
• TikTok Shopping: This fast-growing platform has launched shopping features that make it easier for brands to sell directly to its young and highly engaged audience.

Tips for Getting Started

1. Optimise Your Profile: Ensure your business profile on Instagram or Facebook is set up as a business account with clear contact information, a link to your shop, and a strong bio.
2. Create Engaging Content: Social commerce thrives on great content. Use high-quality images, videos, and stories that showcase your products in a relatable and aspirational way.
3. Use Influencers and Partnerships: Collaborate with influencers or brand ambassadors who can introduce your products to their followers, giving your brand an authentic boost.
4. Leverage Paid Ads: Organic reach is great, but paid ads allow you to target specific audiences based on demographics, interests, and behaviour, helping you reach new customers.

FAQs

Q: What types of businesses benefit most from social commerce?
A: Any business can benefit, but product-based businesses such as fashion, beauty, and home goods tend to see the most success. Service-based businesses can also leverage social commerce to book appointments or promote digital products.

Q: How do I know if social commerce is right for my business?
A: Social commerce is an excellent option if your target audience is active on social media and you’re looking for a low-cost way to reach them. It’s particularly effective if you already have an engaged following.

Q: Do I still need a website if I sell on social media?
A: While social commerce allows you to sell directly through platforms, having a website adds credibility and offers another channel for customers who prefer more traditional e-commerce experiences.

Conclusion

Social commerce is no longer just a trend—it’s a revolution in the way people shop online. For small businesses, it’s an opportunity to reach new audiences, build strong connections, and grow sales in an increasingly digital world. By embracing platforms like Instagram, Facebook, and TikTok, you can transform your social media presence into a powerful sales tool.

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This guide is written by Hedgehog, a Done With You digital marketing consultancy specialising in small and medium businesses in Australia. We offer digital marketing consulting, coaching, and training.