Social Commerce: 7 must-watch trends for 2023
Social commerce is becoming an essential element for brands looking to maximize their online presence and increase their revenue. 2023 will be a key year for brands looking to maintain their competitive edge by adopting the most important social commerce trends.
In this article, we will explore the 7 most important social commerce trends to follow absolutely in 2023, so that brands can prepare to meet the challenges of tomorrow and maximize their growth.
1. E-commerce websites adopt social media codes to boost engagement
Brands are increasingly adopting social media codes to improve their e-commerce experience. One trend that’s gaining popularity is highlighting community video content on e-commerce sites.
This allows consumers to discover products in a more immersive and engaging way. An example is the launch of Amazon Inspire, an experience that mimics TikTok, enabling customers to shop for products from a personalized stream of videos and photos.
2. Social networks are becoming the go-to place for discovering new products
Consumers are increasingly likely to discover new products on social media. According to Instagram statistics, 70% of shopping enthusiasts turn to the platform to discover products.
It is important for brands to have a presence on social media and to encourage consumer engagement to maximize the visibility of their products to new communities and drive sales.
By increasing the number of posts by their consumers on social media, the brand increases its share of voice, allowing it to gain visibility among new communities that will discover their products.
3. TikTok and Gen Z Disrupting the Social Shopping Landscape
Gen Z is a demographic group that has grown up with mobile technology and has not yet developed fixed habits around online shopping. Gen Z grew up with smartphones and are very comfortable with online shopping. Statistics show that about 60% of Gen Z say they are influenced by the products they discover on TikTok. Brands are increasingly using this platform to promote their products, with the hashtag #TikTokMadeMeBuyIt becoming more popular. This is a clear indication of the power of this platform in driving online sales.
4. Video content will continue to thrive
Video format is considered more engaging than static formats. With the popularity of TikTok and short-form videos on other social networks, short-form video content will become increasingly popular. Consumers are becoming increasingly accustomed to consuming large amounts of information quickly, and businesses can rely on them to make quick decisions and form opinions.
5. Omnicanality and the convergence of digital and physical models
Studies show that about 75% of buyers use multiple channels before making a purchase, and 73% of e-commerce consumers report using various channels during their customer journey. It is therefore crucial for businesses to create a frictionless experience for their users. The faster and simpler you make the checkout process, the better your chances of generating revenue by providing your user with an enhanced experience.
6. Conversational commerce revolutionizes customer experience
Brands are increasingly seeing the value in implementing chatbots to enhance their artificial intelligence capabilities. Chatbots help optimize costs and sales by providing a personalized shopping experience for users. Users can ask questions, conduct research, and even make purchases directly through a chatbot. This allows brands to quickly respond to user inquiries and assist them in making a purchase decision.
7. Leveraging user-generated content to build trust with consumers.
In 2023, brands will aim to gain more consumer trust by turning user-generated content (UGC) into shoppable content. UGC is becoming increasingly present in users’ purchasing behaviors, with 90% of users finding UGC helpful when making a purchase decision. Brands can leverage UGC and link them to their product catalog to increase e-commerce conversion rates.