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The Role of Social Media Platforms in eCommerce

eCommerce is one of the fastest-growing businesses worldwide. eCommerce has unique characteristics that have helped it grow to today’s levels. But one cannot discount the continued role of social media platforms in this tech-driven sector’s growth. So, let’s look at the role of social media platforms in eCommerce.

Let’s look at some compelling statistics that affirm the ever-growing dominance and prominence of social media platforms in eCommerce. We will also quickly walk through some social commerce statistics (selling directly on a social media platform), a subset of eCommerce.

• • About 43-45 percent of internet users globally use social media to search for information about a particular brand.
• • Over half of the internet users within the 16-24 age group leverage social media to research brands.
• • Social commerce may grow about two to three times quicker than traditional eCommerce, reaching near the USD 1 trillion mark in 2025.

Yes. Social media is transforming eCommerce at an exponential rate. But the growth of social commerce also indicates the significant role that social media plays in the online business space. Nonetheless, let’s see the role social media platforms play in growing an eCommerce business.

Here’s how social media plays an instrumental role in helping eCommerce businesses grow their user base and revenue.

• 1. Focused Targeting and Direct Communication

Social media platforms like Facebook, LinkedIn, Instagram, etc., help eCommerce companies target users based on their location, demographics, profession, education, gender, age, etc. E-commerce players can pick their target audience and create a focused content strategy based on the product involved. It allows for direct, clear, and precise communication that resonates with the target users.

• 2. Broadening Outreach

eCommerce is among the very few businesses devoid of geographical limitations. In fact, that’s the beauty of the eCommerce business! But eCommerce players can leverage it only when they broaden their outreach. Social media helps them do it.
It enables them to go beyond geographical borders. So, for example, an eCommerce company initially confined to Pune can target users in Maharashtra’s tier 2 cities through social media. Using the relevant social media platforms can help such companies build engagement through intriguing, value-driven, and focused content to extend the company’s network to areas beyond its origin.

• 3. Engaging Content Presentation

Social media platforms like YouTube, Instagram, Facebook, and LinkedIn allow eCommerce companies to leverage various content forms. They can use them to build awareness, promote special offers, provide industry updates, etc.
Companies can create engaging 2-3-minute videos on YouTube promoting their range of products. Similarly, they can use Facebook and Instagram to promote short videos, intriguing infographics, interesting copies, and compelling call-to-action that drive users to explore the products.

• 4. Increased User Engagement

Keeping prospects and existing customers engaged with the business isn’t a new-age strategy. Rather it is fundamental to every business. Smart business owners never miss or ignore engagement opportunities.

Earlier, businesses didn’t have social media. But today, they do. So, why not leverage it? Social media enables eCommerce players to increase user engagement. It also helps them maintain it through versatile, consistent, focused, high-quality, trending, and relevant content.

Engaged users are more likely to interact and transact with a particular website when they find it useful and receive constant feeds from a business.

Consistent efforts across the engagement front can help companies maintain their user base. Furthermore, innovative content can help strengthen existing trust and expand the user base.

Are you an emerging eCommerce player looking to increase your outreach, enhance user engagement, and custom social media strategies for your business? Partner with Opstech. Our social media strategies can help you explore exciting business prospects and increase engagement through interactive content.

Our expertise covers every social media platform and content form to help you make the most from it. Call us at +91 8806145167 to know more and improve your social media presence to catalyze newer business opportunities.