Social commerce

Social commerce is an ecommerce term for the buying and selling activities that take place on social media networks. Social commerce encompasses global and local marketplaces that include large businesses selling products to millions of social media followers to individual buyers and sellers hoping to leverage their nearby networks. Activities can include various aspects of ecommerce from learning about a product through direct messages to sellers to making a mobile payment via a social app.

Examples of social commerce:

How Do I Measure Social Commerce?

Brands and individual sellers can monitor the performance of their social commerce activities through built-in features offered by social networks or through third-party analytics tools made specifically for social media marketing. There are a variety of ways to measure social commerce, from growing follower engagement numbers surrounding products and services to tracking conversions directly related to promoted ads. Additionally, social media networks often record data related to social commerce activities & features for easier performance tracking.

By monitoring social commerce metrics, brands gain insight into the factors that contributed to their success in reaching users and compelling them to buy. For example, poor social commerce numbers like click through rates on carousel ads may be the result of lackluster product photos. Through analyzing social commerce data, brands are empowered to improve their social media campaigns surrounding ecommerce activities to grow engagement, traffic and revenue.

Metrics to measure social commerce include:

There are also metrics related to social proof that have potential to influence social commerce, such as the number of positive reviews on a brand page.

Pros Of Social Commerce