As our world continues to become increasingly paperless, consumers are flocking to their phones to pay back their friends. Social pay has become incredibly popular for peer-to-peer transactions on Facebook Messenger and Snapchat. Now when it comes to B2C transactions, social shopping–on desktop and mobile–is becoming all the rage, and it’s time for your business to adopt this practice.
The Traffic Problem
Before you come to accept the need for social shopping, you have to understand just what’s happening on social media right now. Facebook is shutting the gate for referral traffic, making it harder for web-based businesses to get clickbacks to their websites. Once upon a time, businesses could send out a link to their site, Facebook followers would click the link, and the business would reap the benefits of conversion. Facebook realized what it was allowing to happen, so they changed their algorithm to value native content, like pictures and video, over links that send users elsewhere.
The proof is in the numbers, as the top 30 Facebook publishers lost 32% of their referral traffic in 2015. The top 10 of publishers saw an even bigger drop of 42.7% in the same timespan. Facebook is making it harder for publishers to use them as a traffic funnel. The platform plans to make Instant Articles available to all publishers, which will allow their articles to load faster, and rank them higher in the algorithm, but it will also keep users on Facebook instead of traveling to other websites.
The Shopping Solution
Facebook’s introduction of Canvas now allows users to shop right on Facebook without ever having to travel to an external website. What this means is that small businesses are stuck between a rock and a hard place–go the traditional route without much help from Facebook and hope customers come to your website, or play the game but lose traffic referrals that could have been used for advertising purposes.
After abandoning traffic numbers, it’s not all bad. The introduction of Canvas and the Shop section on Pages has changed the game for online retailers. Facebook has found that around half of their users are looking to interact with brands on their platform. Around 37% of Twitter users will buy from a brand that they follow, making social media a place ripe with potential customers that have a high chance for conversion.
To make this potential a reality, Facebook and Twitter have begun adding calls to action in their advertisements. Now you can Call Now, Shop Now, Buy Now, Install, Sign Up, and more, directly from the ads on the social platform. Pinterest has also implemented Visual Search that allows users to find an item in a picture, identify it, and purchase it, or something similar, directly on the platform.
The internet has been striving to make shopping simple for the last 20 years, and social shopping is the zenith of that endeavor. They say that when one door closes, another opens–traffic referral is down, but shopping is going way up.