Social commerce is the combination of Social media and eCommerce, and also known as Social shopping or Social selling.
It is when brands sell products through Social media platform(s) directly to the consumers from the content.
Social Commerce brings the point-of-sale closer to the point-of-inspiration by giving users the option to buy the products in real-time from social media content. Just add a shoppable option to the visual social content with instant buying option & quick checkout process using a social commerce platform and there you have it – Social Commerce.
Brands are now using social media to sell products rather than driving traffic to their website or to just promote their products and this has evolved social media marketing to social selling.
6 Smart Social Commerce Examples
For a better and deeper understanding of the Social eCommerce concept, we have listed 6 awesome social commerce examples of how brands are utilizing the Social selling strategy.
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1. Kate Spade
Kate Spade is a luxury fashion brand from the USA mainly dealing in Handbags, clothing, and accessories. Kate Spade’s strategy of social commerce was a unique one.
Kate Spade made shoppable videos in collaboration with various female Hollywood celebrities. The campaign “Misadventures” went viral on the social platforms.
The captured the celebrities like Anna Kendrick’s daily routine and activities where she was wearing Kate Spade’s clothing & accessories.
Kate Spade displayed the shoppable links along with the videos to allow the users to buy the products that were showcased in the videos. There were many episodes and it helped them in social selling with the simplified purchase process.
2. MVMT
MVMT is the USA based watch company that also provides sunglasses and accessories. MVMT’s social selling came from Pinterest.
Pinterest is a visual social platform and has promotional facilities for brands and MVMT made maximum use of it. MVMT chose the best watches with attractive imagery that can drive engagement from the users.
The campaign had promoted pins from MVMT on Pinterest where customers were directed to the checkout page once they clicked on the watches they wanted.
MVMT were able to double their conversions in this 3-month social selling campaign.
3. ASOS
ASOS is an online fashion retailer from the UK with a diverse brand & product portfolio. ASOS made resourceful use of the social user-generated content for their sales.
ASOS launched a social campaign where they asked the customers to share their photos with products bought from the ASOS website with the customized hashtag (#AsSeenOnMe) and post it on social media.
ASOS then added shoppable links to these user-generated posts and which redirected the interested consumers to the website to complete the purchase.
It is an excellent social selling strategy where they don’t have to make efforts in promotional content creation and enhance their user engagement, interaction, and conversion along with building social proof & a sense of inspiration among consumers.
4. CLUSE
Cluse is a watches and jewellery online store designed in Amsterdam, Netherlands. Cluse’s social selling strategy includes enticing graphics, user-generated content, and real-time shopping.
Instagram as a social platform for brands is an excellent channel for promotion but without actually being loud about it.
Cluse posts photos of users along with Cluse products and links it to the instant shopping option. They drive high user engagement, deliver value, gratify customers, and most essential provide engaging & interactive visual content to the followers.
The key element is that they even mention & tag the author (user) whose photos they post. This encourages other users to share more photos.
This is an excellent example of driving conversions and build a community from user-generated content.
5. Dollar Shave Club
Dollar shave club is a personal grooming products company based in California, USA. The focused on building trust among the users to drive their sales.
Having social proof in this digital age is crucial as trust is a major driver of conversions & brand loyalty for customers. Social proof is highly valuable when it comes to online shopping.
Dollar shave club built social proof to drive sales by showcasing user-generated images, positive customer feedback, and unboxing videos on their Pinterest boards.
6. H&M
H&M is a globally-renowned fashion Swedish fast-fashion brand and operates in over 60 countries. When it comes to fashion and accessories, consumers want to see how the products would look in real-setting and lifestyle.
H&M makes the best use of their Instagram to give consumers what they want through prototypes of their products in real-life.
They use beautiful eye-catchy & lifestyle images capturing the daily moments & activities of an individual to showcase their products and it gives a human touch to the campaign.
Besides, they provide details for every shown product so that users can easily find and buy the items they are interested in.
Conclusion
These social commerce examples show how social media eCommerce is a growing trend with result-driven benefits for any brand, given that you use it effectively & strategically.
Besides selling & conversions, Social eCommerce can immensely help in building social proof for your brand, growing followers, forming communities, building relationships, enhancing user-engagement, positive brand image, and delivering supreme consumer experience.
With a perfect blend of social media, eCommerce, and willing consumers, Social commerce presents an excellent opportunity for brands and consumers.