Nikki Gilliland says, “Social commerce hasn’t quite taken off in the way it was predicted to. 

While 52% of marketers said it would be the most prominent trend of 2016, you could argue that live video or influencer marketing ended up stealing its thunder.

It seems that despite mobile commerce rising in popularity – and with one in four users trying to purchase a product on social last year – many brands have struggled to find the right balance between social media and ecommerce.

In fact, a recent survey suggests that 45% of adults have no current interest in clicking on a ‘buy now’ button, while a further quarter don’t even know the technology exists. Meanwhile, many brands are scaling back on chatbots after Facebook reported a failure rate of 70%.

So, how can brands make social commerce appealing to users, as well as ensure the process is seamless across channels?

This was a question asked at a recent event held by We Are Social, where a number of brands spoke about their previous experience and what they think will be the key to success”.

Social commerce: Why basic bots and buy buttons are not enough

EConsultancy

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