Even faster than the now classic Internet shopping experience, social selling is becoming increasingly popular. This practice, which allows consumers to buy their favorite products from the network, is becoming a distribution channel in its own right. In a recent article, forecasting firm Mintel takes a look at this new sales method.
Social networks began as a means of connecting people. Over time, their use has changed. For many, these platforms have become veritable sources of information. Internet users now use them to make purchases.
In the UK, 60% of TikTok users have already purchased a product directly via the application.
Scroll, buy!
According to Mintel, several factors are decisive when it comes to buying in social commerce. Price remains an essential factor. Consumers, especially younger ones, are influenced by visible offers and discounts.
Engaging content creates trust and motivates purchase. “Brands that show products in real-life contexts or work on storytelling attract more buyers.” The convenience of these spaces encourages spontaneous purchases, particularly among younger consumers. With just one click, the product is purchased - it couldn’t be easier!
Despite growth, barriers remain, including a lack of confidence in data confidentiality and product authenticity. Consumer education and trust-building are crucial if social commerce is to continue to grow”, nuances Mintel. “Brands must adopt engaging content strategies and maintain attractive pricing to succeed in this practice. The emergence of livestreaming and the use of generative AI open up new opportunities to further seduce consumers and personalize their experience. …
