Social shopping is increasingly establishing itself as a new sales channel for businesses. It allows consumers to make purchases directly on social media platforms.
To stay close to consumers and diversify their touchpoints, businesses are becoming increasingly active on these social platforms. They look to build brand awareness, drive traffic to their website, and also sell. In 2020, 31% of French consumers had already purchased a product through a social network, including 38% of 18-24 year-olds.
Facebook and Instagram are the two social networks most used by French consumers for purchases, accounting for 76% and 23% of total sales respectively. However, other platforms are working to carve out their place in social shopping: TikTok, Snapchat, and Pinterest. (source)
TikTok is expanding its investment in e-commerce.
E-commerce businesses now have the ability to integrate their catalog to showcase their products. The process is even easier if the business uses a third-party partner (Shopify, PrestaShop, etc.) since it can connect its catalog directly in the app. This feature is currently available in the United States, the United Kingdom, and Indonesia, and should be coming to France very soon. In the meantime, it is already possible in France to create Collection Ads and include product listings in In-Feed ads.
E-commerce and augmented reality with Snapchat
Businesses can now create their own profile on Snapchat. They can feature their stories, custom filters, and even a storefront by linking their Shopify account. Users can then discover, try on, and purchase products directly within the app.
In addition, with the acquisition of Screenshop, Snapchat can suggest products that may interest its users. All they need to do is take a photo from their Memories and try the product on using augmented reality.
For businesses targeting a young audience, Snapchat is therefore a social network worth considering as part of their acquisition strategy, especially since there is still relatively little competition in terms of advertising on the platform.
Simplifying dynamic advertising with Pinterest
Since 2019, Pinterest has allowed brands to create pins linked to their online store using the catalog option.
The main new feature today is the platform's integration with Shopify. Merchants can now import their products and turn them into shoppable product pins.
The other new feature is dynamic retargeting. Advertisers can reach people who have already interacted with their site and/or their products.
Ready to get started with social shopping? We can support you with paid social, or more broadly with your digital marketing strategy. Feel free to reach out!
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