s-Commerce (Social commerce)

What is s-Commerce?

Social commerce or S-commerce is a perfect bond between social media and electronic commerce which utilizes social media and social interactions to accelerate the selling of products and services online.

In other words, s-commerce utilizes social media or social networks in the context of e-commerce transactions. Social commerce is mainly facilitated through platforms like Facebook and Instagram, which are increasingly used by several organizations. Social platforms have come up with new features like Facebook Marketplace and Instagram Business, thus creating new sales channels.

Various models of s-commerce

S-commerce has different models, one being video commerce which consists of ‘one to many’ interactions by influencers and brands through pre-recorded videos or live streams. Apart from this, there are a few other models of social commerce.

• Social Network Driven Sales

A social network-driven sale happens when a consumer is redirected to a particular website via a social networking site and the sale takes place. The ‘shop’ tab feature in Facebook is an example of this.

• Peer-to-Peer Sales

Community-based marketplaces are offered by many online social media platforms where individuals sell to one another. Peer-to-peer marketing occurs when a consumer recommends a service to their peers.

• Pick List Sites

Pick list site model of s-commerce is a type of user-structured shopping. A website with pick-lists offers the users a product list. The consumers who visit the site will have the option to purchase products from this user-curated list.

• Group Buying

The websites with the option of group buying give users the opportunity to buy products and services for a reduced price if enough individuals as a group agree to make a purchase. 

Pinduoduo in China, Gobillion in India, Facily in Brazil are some of the successful group-buying platforms

• Participatory Commerce

In Participatory commerce or P-commerce, the consumers have an influence on the production process through voting, funding production and collaboratively designing products. The customer input can be in the form of product reviews and interactive features which allow shoppers to connect with influencers and brands in a personal way. The e-commerce platform NikeId allows consumers to customize the shoes and even allows them to write a name, phrase, or word on the product.  

• Social Shopping

This type of social commerce relates to online shops that have social features. On social shopping websites, there may be an option to chat, discuss opinions, and exchange advice regarding the products.

• Live Shopping

Live shopping is a type of virtual event that allows brands and influencers to make use of digital broadcasts to showcase their products in real-time. It also allows consumers to chat with other like-minded people on the platform to discover brands and products.

Why is Social Commerce important?

By utilizing the platforms that support S-commerce, brands can provide a new interactive experience to customers while simultaneously gaining a higher global exposure. Millions of people use social media for entertainment, news, and communication with peers. Hence, it is beneficial for brands to focus on sales through social apps that potential customers are comfortable with.

Social commerce gives an exciting opportunity for marketing and sales of products to a constantly growing community of e-commerce shoppers. As social media is continuously evolving, brands will have more options to create a variety of social commerce experiences with explosive growth. Through social commerce implementation, brands will have the opportunity to scale up sales and trust with their customers.