How Social Buying Can Boost Your E-commerce Sales


How Social Buying Can Boost Your E-commerce Sales

Social buying is a trend that involves consumers purchasing products or services based on the recommendations or influence of their peers, social media contacts, or online communities. Social buying can take various forms, such as group buying, social shopping, referral marketing, influencer marketing, or user-generated content.

Social buying can be a powerful way to increase your e-commerce sales, as it leverages the trust and credibility of word-of-mouth marketing, which is often more effective than traditional advertising. According to a report by Nielsen, 92% of consumers trust recommendations from people they know, and 70% trust online consumer opinions.

So how can you use social buying to boost your e-commerce sales? Here are some tips and examples:

  • Offer incentives for referrals. One of the simplest ways to encourage social buying is to reward your customers for referring their friends or family to your e-commerce site. You can offer discounts, free shipping, cashback, or loyalty points for both the referrer and the referee. For example, Airbnb gives $25 in travel credit to both parties when a new user signs up with a referral link.
  • Partner with influencers. Influencers are people who have a large and engaged following on social media platforms, such as Instagram, YouTube, TikTok, or Twitter. They can help you reach a wider and more targeted audience, as well as increase your brand awareness and credibility. You can collaborate with influencers to create sponsored posts, reviews, tutorials, giveaways, or contests that feature your products or services. For example, Glossier works with micro-influencers who share their honest opinions and experiences with the brand’s products on Instagram.
  • Enable social sharing. Another way to promote social buying is to make it easy for your customers to share their purchases or reviews with their social networks. You can add social media buttons or widgets to your product pages, checkout pages, confirmation emails, or thank you pages. You can also encourage your customers to use hashtags or tag your brand when they post about your products or services. For example, ASOS encourages its customers to share their outfits with the hashtag #AsSeenOnMe on Instagram.
  • Create a sense of community. Social buying is not only about transactions, but also about relationships and interactions. You can create a sense of community among your customers by providing them with platforms or opportunities to connect with each other and with your brand. You can create online forums, groups, blogs, podcasts, webinars, or events where your customers can ask questions, share feedback, exchange tips, or learn more about your products or services. For example, Sephora has a Beauty Insider Community where its customers can join groups, post photos and videos, participate in challenges and quizzes, and chat with experts and other beauty enthusiasts.

Social buying is more than just a trend; it is a new way of shopping that reflects the changing preferences and behaviors of consumers in the digital age. By implementing some of the strategies mentioned above, you can tap into the power of social buying and boost your e-commerce sales.

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