The 2022 Trends of Social Commerce
The 2022 Trends of Social Commerce

Post pandemic the e-commerce industry has witnessed a paradigm shift. While many industries were slowly recovering from the downturn and bouncing back, there was a massive surge in e-commerce. Soon people realized that shopping was safer and more convenient from the confines of their homes besides helping them save considerable money, time, and effort. A progressive shift was also observed in social commerce, accelerated by the pandemic.

In social commerce, brands can directly sell products through social media networks wherein they empower customers to make quick purchases at that moment without directing them to any online store or another link. 

In 2022, this trend is expected to continue with social commerce playing an essential role in redesigning the e-commerce world. The visual and ephemeral content backed by popular social media platforms such as Snapchat, TikTok, Instagram, Twitter, and Facebook will dominate the market. Additionally, the messenger platforms such as WeChat and WhatsApp will augment the one-to-one communication between brands and customers. 

The social media platforms have realized the massive potential of this trend and are continuously introducing new and unique features to provide a seamless experience to their customers. Recently, Facebook shops have become the new sales hubs of brands. Joining the bandwagon Twitter has also introduced a new e-commerce feature Twitter card shop button in tweets with TikTok joining through the TikTok Shopping suite.

Social Commerce Trends for 2022

Let’s have a look at the top social commerce trends for 2022 which will help businesses plan their growth strategy in upcoming years.

Digital Avatars in the Fashion Industry - There will be an upsurge in using digital avatars in the fashion industry. Although the influencers will still be the key brand ambassadors for promoting clothing and jewelry, digital avatars will be the key models of digital fashion runways. They will provide more flexibility to brands for promoting new launches, layering digital clothing, and enabling digital sampling. Through multiple options, customers can get a realistic view of how the accessories and clothes will look on them while doing online shopping and helping them to make faster purchases. 

The growth of the Metaverse will further amplify the usage of digital avatars and help fashion retailers to utilize this trend by offering digital clothing and avatars being used by these platforms.

READ MORE: How Social Commerce will Fuel Growth in the Retail Sector
Collaboration with Micro-Influencers to Enhance Brand Reach - Although this is not a new trend, however, it will also be one of the popular trends of 2022. The popularity of micro-influencers on social media can help smaller brands expand their reach to a wider audience while keeping a check on their ad budgets. It is both affordable and effective. Besides, micro-influencers are the best medium to reach niche audiences with simplified ad budgets and segmentation. They are also more approachable, authentic, and transparent about paid collaborations, usually working on barter deals as compared to the big influencers with millions of followers. Their popularity amongst their niche audience helps brands drive conversions.
5G Connectivity will Enhance the Customer Experience - The global deployment of 5G wireless connectivity will enable the brands in offering flawless mixed reality experiences across a variety of connected devices to enhance the social commerce experience of customers. If brands can take advantage of the 5G power for offering an immersive shopping experience to consumers, they are likely to surpass their expectations and enhance their experience.
Utilize UGC (User-Generated Content) for Marketing - User comments, likes, and content sharing are the essence of people’s communication on social media. They become the ambassadors of promoting the brand’s content on social media and proved to be highly beneficial for them. Usually, brands subtly post this content to encourage user engagement as it makes them feel a part of the brand instead of being treated as a target customer. It also increases the reach of social media campaigns promising good ROI on the campaigns.
Use of NFTs (Non-Fungible Tokens) - With the rising popularity of Metaverse, the demand for NFTs has also increased. Facebook’s rebranding to Meta has further boosted its growth. NFTs empower artists, creators, and small businesses alike. However, before indulging to use it for your brand’s growth, ensure to do a thorough analysis and exercise due diligence to ensure NFTs can add long-term value to your business. Even though many artists and digital creators consider it as a revolutionary form of compensation for their work however it has been criticized for causing significant environmental impact, lack of regulations, and its volatile nature. Brands should carefully review their benefits in the rising digital ecosystem.

Use of AI, ML, and AR in Social Commerce - AI, ML, and AR (Artificial Intelligence, Machine Learning, and Augmented Reality) are the emerging technologies that can help brands amp up their social commerce game in the industry. Chatbots created through AI can engage in meaningful conversations with potential customers and resolve their queries. Currently, Instagram is the best example of using AR amongst all the social media channels where customers/users can modify the on-screen look of their surroundings through amazing reels filters. Similarly, TikTok provides the option of making creative videos. 

AR has also helped brands in empowering customers to try their products online. For example, ‘LensKart’ an Indian eyewear brand provides customers the option to try various eyewear on their face before making a final purchase. Similarly, with the help of AR, customers can decorate their houses or check which paint color suits the walls of their homes. With the help of AI, the paint industry is continuously striving to provide a great experience to customers and help them with purchases from the comfort of their homes.

The Sale of Low-Priced Products will Dominate the Social Commerce Space - The sales of low-priced products compared to expensive products will continue to see an upsurge in the future. Both impulsive and need-based buying will be limited to low-cost products whereas customers will do thorough research and try the actual product offline at stores rather than risk buying it online. 

Also, it will take some time for people to develop trust for buying genuine expensive products on a social media page. Brands are trying to overcome this challenge by offering various deals such as executive visits at home for showcasing the products, EMI paying option, etc. To increase the popularity and build the trust of their products in customers’ minds, brands should focus on primarily putting their low-cost products on front.

The year 2021 witnessed many brands recognizing the growing popularity of social commerce and taking key steps to integrate it with e-commerce. The above trends will play a pivotal role in growing this trend in 2022. Brands will focus on integrating multiple platforms for enhancing the omnichannel and multi-device experience of both customers and brands.

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