Social Media & E-commerce Business Enterprises
Who is this for? E-commerce Companies
What is it About? Social Media
Reading Time 1-2 minutes

E-commerce is big business and it has been for many years now- (worth approx. £70.54 million 2019 reaching £88.13 by 2023) it’s no great surprise when you consider the significant reduction to overheads when you no longer require a physical location for your customers to visit. Even if you still have a physical location, and you’re just dipping your toes into the pool of online purchases – if you are going to sell online it’s vital you consider your online presence. Research shows that customers who experience positive interactions with companies on social are almost three times more likely to recommend them and when those recommendations are made on social; all their followers/friends see that recommendation too. When we spend a 3rd of our online time on social networks- can you afford to miss out on that level of free exposure?

The current figures estimate 90% of businesses will be using some form of social media for customer service by 2020 and people spend up to as much as 40% more with companies that they have engaged with on social platforms. So I wanted to take the time to highlight some handy features that social platforms offer to support e-commerce and when used correctly- increase your sales.

Adding a catalogue to Facebook.

This will essentially allow you to add your stock straight into Facebook which is very useful for smaller businesses and one-man-bands. You can use apps such as Ecwid to support in-app payments for your items, making it easier for you to manage the whole process. If you already have an e-commerce website using a plugin such as Shopify or WooCommerce, you can actually skip setting up a catalogue and essentially import the one from your site. Benefits of this include the catalogue automatically updating prices and new products you add to your site – allowing you to post images with tagged products and display a store on your Facebook page encouraging in-app purchases as well as…

Instagram shoppable posts.

If you have these e-commerce plugins working and you link it through Facebook, you can now also activate Instagram shoppable posts. If you’ve ever seen the little white shopping bag on the edge of a picture, you’ll know that when you tap that picture it will allow you to view product name and price- as well as bringing up the product spec in the app allowing you to make a purchasing decision before continuing to the site. Setting it up can be a little confusing without a good knowledge of both apps and the back end of your website (but we can easily help you with that) and it can take a day or two to verify- but it is most definitely worth the time. Customers are twice as likely to engage on a regular basis with businesses on Instagram as they are on Facebook and they are 8x more likely to interact (like/comment) on your posts too.

User-generated content.

Consistent, relevant content is essentialI know, it makes you groan out loud to be told this over and over again when you already have more than enough to do at work; but it is true that being consistent in your efforts and offering informative, entertaining and valuable content will make a huge difference. One way you can overcome this is by pushing user-generated content. User-generated content is basically all the posts your customers share when their items arrive- free posts, from happy customers which it took you no time to generate content for? Jackpot! You’ll need to put it out there that you re-post this content of course; the best way to do this is to pop it in your profile information where it’s easily visible and ask your customers tag you in posts, so you can easily find them. Don’t forget to ask permission directly from the person posting and to credit them in your post by tagging their account – it’s still their content.


You’ve probably heard the term before, but influencers are most commonly found on Instagram and Twitter, they are usually individuals with large online followings.

Working with an influencer can build trust within their network and significantly increase your audience and in turn your sales; as research shows people are far more likely to trust them than brand posts – and in a shorter period of time too. If you are looking to utilise an influencer as a form of advertising they can be very useful, BUT be sure to vet them very carefully, some quick top tips before you consider using influencers.

·       Is their following relevant to your area? If you sell cycling supplies and your influencer posts mostly about home renovation, it’s a very small number of their followers who may be interested.

·       How big is their following? If it’s close to your own number of followers it’s unlikely to be worth your time and if its hundreds of thousands don’t forget, people can buy followers.

·       If you think you find an influencer you are interested in working with – follow their account for a month or two and see if people are engaging with them – and if they are credible as experts or genuine users of products in your sector.

Paid advertising

In this blog, I’ve spoken about purely organic ways that Social can help support e-commerce businesses. Since some social platforms are harder to reach or engage with followers than others, I believe that it’s important for businesses to consider paid social posting- but the platform choice and type of campaign you use varies considerably according to your business and offering…and nobody wants to read a blog that long!

If you’d like to discuss paid advertising or getting your website and social up to speed – you can contact me directly any time for a chat.

0114 255 9993

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