Digital marketing and ecommerce have evolved greatly in the recent years, with specific skills for individual marketing channels and corresponding tools and platforms.
Already in 2018 a myriad of new and evolving technologies have made ecommerce approach the social network world, especially with young consumers who feel at ease while shopping online.
Instagram posts “shoppable” allow users to switch directly from discovering more information about your products to checking out without leaving the app. Instagram even added a dedicated tab to its Explore.
Facebook Marketplace has simplified the process of listing and selling articles on social media and is now used in 70 countries by more than 800 million people.
Pinterest, which introduced Pins that could be purchased already in 2015, continues to drive conversions, with 55% of customers using the site to find and buy products.
There has been a trend in recent years, for fashion and luxury brands in particular, to integrate video content into social networks, thus guiding and mapping the buyer’s path.
According to a Hootsuite research conducted on 3,255 businesses:
- 17% of the 5,000 respondents have implemented photo galleries or are planning to do so in the next 12 months.
- 28% of respondents have implemented social media on their ecommerce site or are planning to do so in the next 12 months.
- 70% of respondents belonging to the Chinese Zero Generation buy directly from social media. (Source WARC, China’s Gen Z Relies on Social Media for Shopping)
Ways to integrate an ecommerce with social networks in 2019
In 2019 it will be crucial to use new tools to simplify the buyer’s journey and make it easy to purchase thanks to social media.
The ecommerce platform integration with social media through a high quality video content will help customers to make well-informed buying choices, thus improving the shopping experience.
The 2019 trend, with “a converting to purchase” objective, will recreate the shopping experience by merging live video, chat and “see now, buy now” solutions.
To improve customer satisfaction, it will be possible to use marketing automation tools such as chatbots to automate communication with customers, freeing up time for human resources that can be used in higher value activities.
Finally, as people spend more and more time on messaging applications, it is crucial for the businesses to develop ecommerce integration strategies on those tools, just as they would on email or social media.