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Blog > Marketing channels

Unleash your social commerce potential

Written by Naomi Botting

13/07/22

3'

Sell on Facebook

As a brand or retailer, you almost certainly already have a multichannel strategy, and sell via some combination of bricks-and-mortar stores, transactional websites, marketplaces, and even third parties (each third party with, perhaps, its own multichannel strategy).

The question to ask today is not “Should we engage with social commerce?”, but “How do we engage with social commerce?”… What are the best examples from which to learn? Where do I start? What do I need to do?

Social commerce – the use of social media platforms to promote and sell products and services – may take several forms:

  • Native shopping solutions such as Facebook and Instagram Shops
  • E-commerce integrations, such as browsing items in a product catalogue, adding items to a cart on a social platform, but then completing checkout on the brand’s own online store

Social platforms have been quick to provide a range of different tools, making it simpler every day for brands and retailers get started executing a variety of social commerce strategies. These include ‘native’ shopping solutions and ad-based tools.

Social Commerce – Key figures

Social commerce is set to become a key component of a brand’s and retailer’s multichannel marketing and cross-border strategy. A quick look at the numbers and statistics don’t lie.

Social Media 16_9

According to data from Statista, 92% of American businesses with more than 100 employees where using social media for marketing in 2021, up from 86% in 2013. We are now seeing an increase in the number of firms choosing networks to provide their product catalogs to online followers.

What’s astonishing is how eager internet users are to engage in social commerce. According to a US survey, 90% of users make purchases from the businesses they follow on social media and are more devoted to those brands, with expenditure increasing from 12% to 75% in only three years (MarketingDive.com). In the UK, one-third of internet users report having already made a purchase using social media.

Pimkie x TikTok: a Lengow social commerce case study

Fashion label Pimkie was already using the Lengow platform to publish products on a variety of channels. With the Lengow platform having an integration to TikTok’s Dynamic Product Ads, it was straightforward for Pimkie to use the platform to add this new channel.

Results: a 78% increase in impressions on the target Gen Z audience, and a 10% improvement in the new customer acquisition rate via the website.

“Thanks to Lengow, we are the first French brand to run TikTok dynamic product ads with an innovative, affinity-based and conversion-oriented platform”

Alexandra Schryve

Traffic & Analytics Manager – Pimkie

Based on concrete examples, Lengow gives you all the reasons to turn to Social Commerce and the different ways to successfully integrate this marketing channel into your digital strategy. Download our guide today:

…

Learn more

Naomi Botting

Field Marketing Specialist

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