A New Idea for E-Commerce Drainage -- How to Do "Social Commerce"?

Social Commerce is a relatively new concept, and as retailers and Social media platforms explore and develop it, it will have a profound impact on consumers' spending habits, profoundly changing the way individuals and businesses spend their time and money.

In social commerce, how to steer consumers away from paid posts and web celebrity endorsements to browsing stores and making purchases is at the heart of the issue. The issue will prompt e-commerce companies to think about how to create more interactive promotional content.

However, exploring this issue does not mean that existing social media marketing methods are completely overturned. E-commerce companies can build on existing ideas for social commerce operations. Lisa Hurst, vice president of Upshot, for example, believes that the next step in live marketing is live shipping, providing viewers with a faster way to buy, and enabling them to complete their purchases while watching a live broadcast.

Some industry analysts say that the following two points may be the core foothold of social commerce.

First, to develop a new positioning for online stores: stores not only undertake the function of displaying and selling goods, but also may be a stage for live broadcasting and interaction. In the age of short video and live streaming, integrating live streaming into stores can increase in-store traffic and consumer engagement.

Second, meeting consumers' growing demand for shopping experiences: Just two years ago, the idea of using streaming technology for e-commerce sales seemed far-from-the-sky. However, the home quarantine policy after the COVID-19 outbreak made consumers gradually accept and get used to online booking and online consumption. The spring of e-commerce comes at a time of major changes in people's consumption habits.

Perhaps the biggest psychological adjustment that e-commerce sellers need to make as they jump on the social commerce bandwagon is to truly embrace their new role as content creators, rather than just a traditional store manager. Simple graphics that are suitable for traditional product pages cannot support the demands of new social commerce, such as interactive live streaming. Retailers, including Walmart, are already blurring the line between retailer, marketer and content creator, a move that is sure to attract more e-commerce sellers to follow suit.