A list of its products and features would be bottomless, but it says users are in the shopping mindset.
Users can bookmark their favorite shops, opt into notifications and be part of loyalty schemes.įacebook is spinning a lot of plates. Whayman says it is a “seamless experience from discovery to purchase”. Now, businesses can create their shop, customize colors and fonts, and cherry-pick their catalogue, before putting some spend behind shoppable ads. Then last May, commerce on Facebook, Instagram, Messenger and WhatsApp tied together with the launch of Facebook Shops, which was ’accelerated’ by the pandemic. Jordanna Whayman, its EMEA product marketing manager for commerce, takes us through the history of social commerce on Facebook, starting with Facebook Marketplace in 2016, which allowed users to wheel and deal in an eBay-like manner. For now though, consolidation and refinement is key. (We can but imagine what would have happened if Ocean Spray was buyable on TikTok when the skateboarding meme inadvertently blew up.)įacebook reckons that 85% of people now shop online, and with 2.74 billion monthly active users, it has created many avenues to capture this spend. TikTok says the big winners from its European commerce launch are Omolola Jewellery, War Paint for Men, Phox Water and Lounge (three fashion-adjacent DTCs and a lifestyle retailer), with Phox claiming its sales have been boosted 42% since joining the beta program. Campaigns can be optimized and tracked with an on-site pixel. Retailers selling through the Shopify storefront can now connect to their TikTok For Business account to deploy in-feed shoppable video ads to targeted users by age, gender, behavior and content category. It allowed more than 1 million Shopify merchants to access 100 million more TikTok users. Last week, burgeoning social darling TikTok extended its commerce deal with Shopify from the US to Europe.
And as social brings shops to users rather than users to shops, we’re seeing a shift in how retailers – big and small – are deploying their marketing budgets.įind out how social media giants are capitalizing on these trends. Twitter wants to generate half of its ad revenue from direct response ads, and it’s not alone. Marketers and retailers want immediate incomes from their budgets.
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