Written By
Connie Clary
Program Lead,
Marketing, Colangelo College of Business
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Approved by faculty for the Colangelo College of Business on July 13, 2024.
The views and opinions expressed in this article are those of the author’s and do not necessarily reflect the official policy or position of Grand Canyon University. Any sources cited were accurate as of the publish date.
Social commerce is a dynamic blend of social media and e-commerce that transforms how consumers discover, engage with and purchase products online. Unlike traditional e-commerce platforms, social commerce leverages social networks like Facebook, Instagram and TikTok as powerful sales channels. It enables brands and businesses to directly connect with their target audience through interactive content, influencer collaborations and user-generated recommendations, turning casual browsing into seamless shopping experiences.
By integrating shopping features directly into social media platforms, social commerce enhances convenience, personalization and the overall shopping journey, bridging the gap between social interaction and social shopping with unprecedented efficiency and effectiveness.
Social commerce has become increasingly prevalent across various platforms that offer unique features to facilitate seamless shopping experiences.
Some social commerce examples include:
These social commerce platforms illustrate how social commerce has diversified and expanded, catering to differing consumer preferences and enhancing the social shopping experience through social interaction.
With this brief answer to the question, What is social commerce? a bigger question is, Where can you find social commerce? Social commerce leverages various innovative strategies across different social commerce platforms to enhance the shopping experience and drive sales. Shoppable posts are a prime example, allowing businesses to tag products in their social media content on platforms like Instagram reels, stories, TikTok videos, Pinterest pins and Facebook photos, enabling users to purchase directly from these posts. Shoppable ads, although similar to shoppable posts, are tailored to specific audiences within paid social campaigns, serving as reminders or targeted promotions.
Some social commerce platforms offer storefronts within social profiles, creating an integrated e-commerce experience where businesses can showcase products and facilitate easy exploration and purchase. Collaborating with influencers is another effective strategy, as they endorse products through their content, tagging them for direct access to purchase links. Live shopping adds a personal touch by enabling real-time interaction through live streams, where brands can showcase products and engage directly with customers, facilitating immediate purchases through shoppable posts or payment links.
Additionally, in-app messaging can provide a direct channel for customer inquiries, product support and seamless checkout processes within social media platforms. These social commerce examples illustrate how social commerce utilizes various tools to merge social interaction with shopping convenience. Social commerce can improve consumer engagement while driving business growth in the digital age.
Many business owners ask, What is social commerce? and What benefits can it bring? Social commerce provides marketers with the ability to advertise and sell in the same space, streamlining the buying journey and providing businesses with many benefits.
Social commerce offers numerous advantages for companies looking to expand their online presence and engage with customers in innovative ways, such as:
Social commerce empowers businesses to connect with customers meaningfully, drive sales and build a robust online presence that fosters long-term growth and success.
You may still want to know more about what is social commerce and how you can start a career in this exciting aspect of digital marketing. Students interested in pursuing a career in social commerce should gain an understanding of digital marketing, e-commerce principles and social media platforms. Marketing, business administration or digital communications courses can provide a foundational knowledge base. Internships or part-time roles in digital marketing agencies, e-commerce startups or social media management firms can offer valuable hands-on experience.
Networking with professionals in the industry through social media platforms like LinkedIn or attending industry events can also provide insights and potential job opportunities. Developing skills in analytics, content creation and understanding consumer behavior are all crucial for social commerce. Finally, staying updated on industry trends and technologies and being adaptable to changes in the digital landscape can help you in pursuing this field.
Earning a BS in Marketing and Advertising degree from GCU is the first step in beginning this career path. This bachelor's program provides the foundation for a career in social commerce with courses in consumer behavior, digital marketing, promotions, and advertising and marketing research. Students can also pursue online advertising degrees, gaining flexible access to courses that prepare them for the evolving digital marketing landscape.
