A new idea for e-commerce traffic generation: How to implement “social commerce”?

" Social Commerce " is a relatively new concept . With the exploration and vigorous development of retailers and social media platforms , it will greatly affect consumers' consumption habits, and the way individuals and businesses spend time and money will undergo profound changes .

In social commerce, how to guide consumers to shift from paid posts and influencer endorsements to browsing stores and making purchases is the core issue. This issue will prompt e-commerce companies to think about how to create more interactive promotional content .

However, exploring this topic does not mean completely overturning existing social media marketing methods . E-commerce can carry out social commerce operations based on existing ideas . For example, Lisa Hurst, vice president of Upshot, believes that the next step in live streaming promotion is live streaming with goods, providing viewers with a faster purchasing channel and supporting them to complete consumption behaviors while watching live streaming .

Some industry analysts say that the following two points may be the core foothold of social commerce.

1. Create a new positioning for online stores : Stores are not only used to display and sell items, but they can also be a stage for live streaming and interaction. In an era when short videos and live streaming are popular, integrating live streaming into stores can increase in- store traffic and consumer engagement .

2. Meeting consumers' growing shopping experience needs : Just two years ago, the idea of ​​using streaming technology for e-commerce sales was a bit unrealistic . However, the home quarantine policy after the outbreak of the COVID-19 pandemic has gradually made consumers accept and get used to online reservations and online consumption . As people's consumption habits have undergone major changes, the spring of e-commerce has also arrived.

Perhaps the biggest psychological adjustment that e-commerce sellers need to make when embracing the social commerce wave is to truly accept their new role as content creators , rather than just a traditional store manager . Simple images suitable for traditional product pages are difficult to support the needs of new social commerce, such as interactive live broadcasts. Retailers including Walmart are already blurring the lines between retailers, marketers and content creators, and this behavior will surely attract more e-commerce sellers to follow suit.

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