E-Commerce has always been a new world in comparison to the more “traditional” brick and mortar stores that we as consumers were so familiar with for so long. However, E-Commerce takes many different forms. When E-Commerce and social media come together, one of its most powerful forms arises, social commerce. “As the COVID-19 pandemic spread worldwide in early 2020 and hampered brick-and-mortar businesses, online social retail emerged as a refreshing breakthrough. Social commerce blends ecommerce and social media best practices as an exciting, lucrative evolution in retail marketing.”

Social commerce offers a new way to get products to consumers that may actually be interested in them, by monitoring social media usage, and deducing products that the user may actually want based on their posts, followed accounts, likes, and other factors. “Amid the COVID-19 crisis, the global social commerce market is estimated to increase at a soaring rate of 31.4%. Social commerce will continue to grow in 2021 as shoppers stick with digital habits and as both ecommerce and traditional retailers quickly adapt to the post-COVID-19 environment.” As more and more companies turn to social media in order to sell their goods or services, this form of E-Commerce will continue to grow and expand.

Why is social commerce so important?

Social commerce is the next step on the ever-changing world of industry and consumerism. What started as purely brick and mortar stores has become something so much more diverse and expansive. E-Commerce came and changed that world forever, with big online retailers such as Amazon, EBay, and others. These retailers offer everything a consumer could think of or need, and with the ease of a few clicks and having it end up on your doorstep for you makes it incredibly clear why these quickly became so popular and so widely used. However, these huge online retailers still have been improved and expanded upon by the continuing development and growth of other E-Commerce options. This is, of course, where social commerce comes in. Social commerce becomes that much more personalized to each consumer, and therefore, often it is more effective. “In the future, ecommerce will become a more interactive and pervasive aspect of social media. As U.S. and global retailers continue to struggle due to traffic slumps, soaring user acquisition costs, intense competition from the likes of Amazon, they need to adopt new ways of connecting with their end customers. Infusing a social element into one’s ecommerce strategy could be just what they need to reinvigorate their online business.” A large majority of people are on social media, and this offers a huge chance to reach that majority with your advertisements, and gain more commerce. Algorithms that consider a person’s posts, followed accounts, and general interests based on their social media aid in making it more likely that the products shown to that person will be something they want or will buy. These algorithms take into factor different aspects of consumerism such as behaviors, demographics, geography, and interests, in order to make more educated ads and guesses at what products would be a hit.

This new type of commerce is important, because as a world obsessed with convenience and efficiency, shopping that is specifically tailored to us as consumers is something that is absolutely wanted. Much like a dog owner would not want to be shown ads about cat food, we as consumers do not want to see ads that we are not interested in.

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