Live shopping

BRANDS AND SOCIAL COMMERCE.

LIVE SHOPPING ON

SOCIAL NETWORK.

The Millennials are expecting a huge amount of money for the merchants present on social networks, Facebook, Instagram, TikTok, Whatsapp, WeChat… by 2025. Indeed, it is by 2.5 that it intends to multiply the social commerce bringing the amount of transactions to 1200 billion dollars. Because according to a study by Accenture, Why Shopping’s Set for a Social Revolution, since the pandemic crisis of 2019, live shopping becomes a definite consumer trend. And the networks TikTok and or Instagram confirm the ever-growing role of influencers.

Brands and social commerce, the YZ generations.

Generations Y and Z account for 62% of purchases via social networks. And in projections, Millennials will spend $401 billion on social network commerce in 2025 vs:

• $359 billion for Generation Z,

• 344 billion dollars for Generation X,

• and $128 billion for Boomers.

And in any case, 64% of users on social networks will claim a purchase on a platform in 2021. Therefore we already have almost 2 billion online shoppers in the world.

Internet users are spending more and more time on the networks.

Also in the same report, Accenture’s global head of software and platforms industry, Robin Murdoch states : The steady increase in time spent on social networks reflects how essential these platforms are to our daily lives. They are reshaping the way people buy and sell, offering platforms and brands new opportunities for user experiences and revenue streams.

Brands and social commerce.

According to the research company Yougov, 1 in 3 French people in 2021 will buy at least one product via a social network. The trend is even higher among Millennials and the even younger Generation Z, 38%. Social commerce or social shopping is clearly essential to omnichannel purchasing. Because once and for all, the customer is really king ! Even if his order or request comes from social networks, it is handled as efficiently as if the customer was in the store.

Notoriety and image are revenue generators.

First and foremost, at least until 2022, some characteristics of old world consumers persist. Namely, consumer trust, loyalty and brand loyalty. In essence, social network consumers buy from brands they already know. Thus, even online, 63% of Internet users go to the same merchants. And this is identical to the situation in e-commerce, according to Accenture : Trust is an issue that will take time to overcome, but vendors who focus on these areas will be in a better position to increase their market share.

Social networks as a discovery resource.

However, a third of Internet users also use these platforms to get information and discover new products. Thus, they give themselves the necessary time to sort out the products before buying them in a store or on an e-commerce site. However, they connect on average two hours per day to social networks and online consumption is clearly on the rise. In short, social commerce is on the rise. Social commerce is the fact of buying a product or a service via a social network. Brands are more and more present. They develop the right conditions to meet customers who correspond to their values. And of course the objective is to create dialogue and establish an exchange. This is how these new brands intend to build their reputation, assert their personality and develop the loyalty of their potential prospects.

Brands and social commerce.

Social networks have their place in our daily lives. And brands are developing techniques to make their way and give themselves visibility in our digital spaces.

Moreover, with the confinements of 2019-2021, new brands emerge on TikTok, live and direct. Moreover, TikTok or Douyin in China, is about 800 million monthly active users in the world. And the users of the social network do not hesitate to participate in these lives. They participate in the development of these companies specialized in cosmetics and jewelry. In fact, these lives are real moments of exchange, inter-action and sharing between the different project holders and customers. They also promote the development of live shopping. It is true that Tik Tok has this ability to create a link, finally and to invent a form of short circuit, in any case very direct with the customer. Emmanuelle Leneuf, founder of an independent digital media, the FlashTweet, on Twitter.

Social networks to create links.

Brands are redoubling their efforts and doing what is necessary to get in touch with their potential prospects on social networks. Then they rely on influencers to convince and convert the different prospects into customers by creating quality content. Brands defend values and involve Internet users in their operations. Therefore, interacting with each of them with identities adapted to their universe is at the heart of their concerns. In addition, social networks are becoming more and more integrated in an e-commerce approach. So it is necessary to exploit all the shoppings features to boost its sales and its community with Facebook ads. Jordan Lapendry, Social Ads consultant at Staenk. Because the digital world itself is in perpetual mutation and always in movement.

Brands and social commerce, social networks attract advertising budgets.

In 2021, 492 billion dollars of purchases will be made on the Internet via social networks. Moreover, Facebook with its 2.8 billion active users per month and Instagram are the main sites that drain the investments of brands. Because obviously they find there their customers. And so they can answer and satisfy their new shopping habits. According to Emplifi, brand marketers are increasing their Facebook and Instagram advertising budgets by 43% compared to 2020. And, social networks have become an essential link in consumers’ lives. Brands now know that they need to be active and invest their advertising budget on platforms like Facebook, TikTok, Instagram and Whatsapp to maintain and nurture their relationships with customers.

Social networks implement the appropriate features.

The health crisis is increasing the use of the Internet to place orders online. More and more independent businesses, despite the stranglehold of the big brands, are turning to social networks to try to attract customers. They also rely on their active presence on social networks and they strongly believe in it. Because in 2022, networks are essential to develop and even perpetuate any business. And obviously the business on social networks is identifying and asserting itself.

Instagram thus launches its shopping feature in 2018. For its part, the TikTok network has been testing a shop now button since 2020. And at the same time, Facebook France is launching Facebook shop. Mark Zuckerberg’s network then allows brands to open a store on Facebook and Instagram.

Brands and social commerce, social networks attract advertising budgets.

In 2021, 492 billion dollars of purchases will be made on the Internet via social networks. Moreover, Facebook with its 2.8 billion active users per month and Instagram are the main sites that drain the investments of brands. Because obviously they find there their customers. And so they can answer and satisfy their new shopping habits. According to Emplifi, brand marketers are increasing their Facebook and Instagram advertising budgets by 43% compared to 2020. And, social networks have become an essential link in consumers’ lives. Brands now know that they need to be active and invest their advertising budget on platforms like Facebook, TikTok, Instagram and Whatsapp to maintain and nurture their relationships with customers.

Social networks implement the appropriate features.

The health crisis is increasing the use of the Internet to place orders online. More and more independent businesses, despite the stranglehold of the big brands, are turning to social networks to try to attract customers. They also rely on their active presence on social networks and they strongly believe in it. Because in 2022, networks are essential to develop and even perpetuate any business. And obviously the business on social networks is identifying and asserting itself.

Instagram thus launches its shopping feature in 2018. For its part, the TikTok network has been testing a shop now button since 2020. And at the same time, Facebook France is launching Facebook shop. Mark Zuckerberg’s network then allows brands to open a store on Facebook and Instagram.

Brands and social trade, emerging countries.

With essentially young populations, these countries show a very interesting dynamism for web merchants. In China, almost half of the consumer products are already sold online and on smartphones. Social networks are becoming more and more important in these exchanges by replacing or relaying with e-commerce.

Brands and social commerce, the star articles and the 2022-2025 perspectives.

However, some items and products are easily carried by these winds of renewal. And by 2025, these products will show very good dynamics. Thus, we can mention :

• fashion with 18% growth,
• electronics with 13%,
• interior decoration with 7% etc.

And according to Hootsuite and We Are Social’s Digital 2021 report, the social commerce industry is currently worth more than half a trillion dollars. Ultimately, live shopping is exploding. Chinese influencers are selling off huge stocks of merchandise in a matter of hours of streaming.

Based on these results, Facebook during the summer of 2021, is making its mind about this type of home shopping on its platform. However, the Shein application regularly launches lives during the year. On Instagram, only designers or brands that have an online store can create live shopping for the moment. TikTok already allows the use of Shopify as a partner service, and is working on an integrated shopping option as it is already the case on its Douyin version.