Shopping is a social procedure. An emotional endeavour. Step into a shopping centre or onto the high street and you’ll see people everywhere. The internet hasn’t killed these physical shops because they still offer something we as humans crave: Opportunities for social interaction.
Replicating the social shopping experience.
Wikipedia state: “Social commerce aims to assist companies in achieving the following purposes. Firstly, social commerce helps companies engage customers with their brands according to the customers' social behaviours. Secondly, it provides an incentive for customers to return to their website. Thirdly, it provides customers with a platform to talk about their brand on their website. Fourthly, it provides all the information customers need to research, compare, and ultimately choose you over your competitor.”
These are all true. But they are true for any brand adopting a digital strategy. What Wikipedia forgets is the true meaning of the word social in this context. Social media users don’t sign up to those platforms to buy; they use them to connect with their friends. The commerce part is purely secondary. If brands understand social media, and the dynamics within shopping, it can create a social commerce strategy that can succeed in the noisy online marketplace.