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Social Commerce

Social commerce refers to the integration of social media platforms and online shopping experiences, enabling users to discover, research, and purchase products or services directly within social media environments or through social networking features and functionalities. In academia, social commerce is studied within the fields of digital marketing, social media analytics, and consumer behavior. Researchers investigate social commerce trends and opportunities, such as social shopping features, influencer marketing, and peer recommendations, to understand how social media platforms influence consumer purchase decisions and facilitate e-commerce transactions in social contexts. Social commerce offers several benefits for organizations, such as increased brand exposure, customer engagement, and conversion rates by leveraging social networks as digital storefronts and community-driven marketplaces that foster trust, authenticity, and social proof. By integrating social commerce features, such as shoppable posts, live shopping events, and social sharing buttons, organizations can create seamless shopping experiences, drive traffic to e-commerce websites, and capitalize on impulse purchases and viral trends to drive revenue growth and customer acquisition. Academic studies on social commerce also explore its impact on user-generated content (UGC), social influence dynamics, and social network algorithms, as well as privacy concerns, data ethics, and regulatory compliance in social media marketing and e-commerce activities to support responsible and transparent practices in social commerce ecosystems.

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