The Power of Social Media in E-commerce
Social media plays an integral role in the ecommerce marketing strategy of many online fashion brands. That’s hardly surprising—our daily lives are no longer complete without our smartphones. The typical social media user now spends about 151 minutes daily on social media, which—in an average lifespan of 73 years—is nearly 6 years of their life.
The ubiquity of social media in our lives has transformed it into a critical touchpoint for fashion brands. Social platforms are no longer just for keeping up with friends or following celebrities; they have become essential spaces where consumers discover new fashion trends, engage with brands, and make purchasing decisions. This constant connectivity provides fashion brands with unprecedented access to potential customers around the clock.
The Rise of Social Commerce
But the truth is, social media is no longer a place for shoppers to consume new fashion trends. Many social media platforms are evolving their business models to facilitate in-app shopping, helping online retailers reach customers actively in the purchasing frame of mind.
In fact, social commerce sales are expected to nearly triple by 2025, with 70% of Instagram users looking to the social media platform for their next purchase. This shift signifies a major opportunity for fashion brands to capitalize on the seamless shopping experiences provided by these platforms. By integrating shopping features directly into social media, brands can reduce friction in the buying process, making it easier for customers to purchase their products without ever leaving the app.
The Impact of Shoppable Content
When it comes to which types of content are working for fashion brands, it’s all about transparency. Some 66% of consumers watch videos to learn about a product or brand before they buy. Platforms like TikTok and Instagram are praised for driving sales for large fashion brands since shoppers can visualize the product on a real person. Bonus points if it’s a social media influencer they already trust.
Shoppable content, such as videos and posts that allow users to click and purchase items directly, is revolutionizing the way consumers interact with fashion brands. This type of content not only enhances user engagement but also provides a direct path to purchase. For example, fashion haul videos on YouTube or TikTok showcase a variety of products, with direct links enabling viewers to buy the items they see immediately. This immediacy and convenience are powerful drivers of sales.
Leveraging Influencer Marketing and Multichannel E-commerce
Beyond influencer marketing on social media, multichannel ecommerce integrates native selling off-site to build direct buying paths in the places your audience spends their time. Social media platforms are creating their own commerce features—like Shopping on Instagram, Facebook Shops, buyable pins on Pinterest, and more.
Influencers play a crucial role in this ecosystem by bridging the gap between brands and consumers. Their endorsements and authentic content resonate more deeply with their followers, who often view them as trusted advisors. Additionally, multichannel ecommerce strategies allow brands to maintain a presence across various platforms, ensuring they capture the attention of potential buyers no matter where they are online.
The Surge of Livestream Shopping
Livestream shopping is also in its heyday. Nordstrom launched their own livestream shopping channel last year—and it’s in good company. Online brands are seeing conversion rates of up to 30% through Facebook and Instagram livestreams, along with lower product return rates.
Livestream shopping combines entertainment with instant purchasing opportunities, creating an engaging and immersive shopping experience. During a livestream, hosts showcase products, interact with viewers, and answer questions in real time. This dynamic format not only drives immediate sales but also fosters a sense of community and connection between brands and consumers. The lower return rates associated with livestream shopping indicate that customers are more confident in their purchases when they can see products demonstrated live and receive immediate feedback.
Conclusion
In conclusion, the integration of social commerce and shoppable content is transforming the fashion industry. By leveraging the power of social media, brands can create seamless shopping experiences, engage with consumers in meaningful ways, and drive significant sales growth. As social commerce continues to evolve, fashion brands that embrace these trends will be well-positioned to thrive in the digital age.
