Social Commerce, a myth with feet of clay

Social Commerce
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A few months ago all the studies and all analysts pointed to the potential future impact that e-commerce would have to link to social networks, which is known as social commerce. It was the time of great enthusiasm for the issue and the time when reminded that although he had had a limited impact in the past that would not be what happens in the present. The truth is that social networks had already tried to position itself in the world of e-commerce when it was starting and when they were starting, but these experiences had not gone up because consumers were not really prepared for them. Looking back you could see that netizens were even beginning to interact with both the former with others and therefore were not prepared to relate to both in the same space and at the same time.

What was it that changed and it did see things differently? Both social networks and e-commerce began to succeed and succeed but, above all, they became another part of the daily lives of consumers. Instead of being part of an exotic reality of a new element, which was being tested, each other entered direct part of the daily lives of consumers. And that must also add that consumers began to use increasingly social networks to discover things. Purchase decisions began to be more marked than ever for the things they saw on social networks or the opinions they read in these scenarios. And if social networks were the place where they discovered products and services and which were launched to know what they wanted, it could not also be the place to be made ​​with these products?

In the case of some social networks, as was the case of options, the relationship between products and purchases was even higher, as were seen as a sort of showcase to discover and to gain new products and services. Anyway, social networks began experimenting with buy buttons with the idea of ​​creating gateways to enhance that consumers should do to products without leaving the platform.

After those first months when it seemed that nobody would stop counting on your buy button, what it is what happened with e-commerce adventures in social networks? You have settled eCommerce in that environment and consumers merely seize products via s-commerce?

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The experience itself invited to answer negatively to this question and data analysts will only support the issue. Perhaps the s-commerce seemed so promising, but current data, suggests that it has been watered down.

The numbers are low and still falling

The real presence of s-commerce is minimal, if not nonexistent. According to a study of Custora, only 1.5% of all purchases made ​​in electronic commerce via social commerce are made. The study analyzed sales by 500 million value stores and 100,000 million during the first quarter of 2016, which makes the picture is quite extensive and complete.

The number is also worrying not only at low but also because it really is showing a not very favorable to the interests of social commerce trend. Instead of showing an upward trend and therefore instead of gradually rising, the s-commerce is not permeating not only among consumers but also it is already declining. During the last quarter of 2015 (which coincided with the Christmas season), shopping in social networks reached 1.8% of everything purchased in e-commerce. From one quarter to another are lost operations. Seen in the Social Commerce can we call it a true legend with feet of clay?

The figures are still seen as less relevant by some market experts. Some vendors, as included in the study, continue to see the market optimistically eCommerce on social networks because they are not only seeing an environment in which getting sales. That is, what they measure is not just the click becomes a purchase but also the impact that social networks have on other levels and how purchases are achieved together. In fact, as concluded in the report itself, the importance of this relationship between eCommerce and social networks is that relationships are created, that is, it will not move in silos brand and thus achieve synergies.

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Returning to the purely purchasing data, that is, to clicks translate directly into sales, Facebook is the great queen of this limited realm of s-commerce.81% of sales made in social commerce are made in the social network. Pinterest, with 10.8%, is next, followed by Instagram, YouTube and Twitter that, together, recorded 5.2% of sales.

The Kingdom of search engines

Despite countless reports and studies that we have received and analyzed in relation to the influence of social networks on online shopping, the kingdom of search engines continues to prevail among consumers. And is that however much we try hard when searching for products, services or any kind of offers comes, consumers rely primarily on search engines.

As we saw just a few days ago a new study came to confirm this reality noting how searches are still leading traffic sources for eCommerce. In this case, as well as specifying the most traffic (38.98% ) receiving physical stores come from search engine results, followed d direct traffic (35.88%) and referral traffic (19.34%), while social traffic was reduced to (3.91%).

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