How e-commerce is transferring to social media as a main marketing resource

July 18th, 2017

The definition of e-commerce has been changing gradually in the last few years. When e-commerce is mentioned, the majority of the people think of it as the online stores which are developed in order to supplement the existing stores of manufacturers and retailers.

But today, more online commerce is being done by third-party websites and social platforms instead.


e-commerce social platforms


The role of Facebook in the evolution of e-commerce

Facebook, for example, is a platform which has been used by a growing number of business owners for performing and boosting online sales.

Facebook itself is working towards converting more of its users into consumers as well, even though it promotes itself as a social network, rather than a commercial and business one.


Other e-commerce social platforms

Also, certain startups have gained a lot of popularity by basing their online trade services on the user bases of the social networks. Examples include: Shopify and BigCommerce. The growing social platforms allow for more individuals and businesses to use them as extremely easy and efficient means for promoting and boosting their online sales. And while, most manufacturers are still concentrated on promoting and selling their own products, a growing number of e-commerce players are selling products made and owned by third parties, and this is done without even needing to maintain an inventory.

For example, Oberlo provides users and businesses with quick access to products offered by various manufacturers for online sale. The users can add and sell various products in their own online stores as if they are their own.

In other words, anybody can create and manage a virtual Shopify shop with products drop-shipped from Oberlo and added in their own product line. Plus, they can advertise their product line on Facebook in order to boost their sales. This means, that today it is very easy to sell products which you haven’t produced, which you don’t own and which you don’t have physically as part of your product inventory. So, it is now more a matter of who can market their product line better on the social networks and platforms, rather than who can produce their own products.


The power of social media influencers for boosting online sales

Plus, more e-commerce businesses and users are using the assistance of social media influencers in order to promote and sell their products and brands. This is a highly efficient marketing strategy and it helps reduce the overall advertising costs for the retailers and for the manufacturers. Now it is very easy to track the customer traffic and the conversion rated which have been generated by the social media channel and by every single social media influencer used for the marketing of the products.

At the same time, the influencers use these marketing contracts to turn their fame into e-commerce business via the social media. The leading social media platforms, such as: Twitter, LinkedIn, Facebook and Pinterest allow their users to advertise for free to all their friends, followers and connections. This is why having many connections and followers on these platforms is considered very important!

The expanding e-commerce marketplace is definitely shifting towards Facebook and the social media, and today it is clear that there are more people who know how to promote and sell products on Facebook than there are in the leading traditional online retailers, such as: Amazon or eBay. It is obvious that social media has an influence not only on the personal lives of people, but for the entire transformation and shift of the e-commerce market.

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