Social media are no longer just a place to find inspiration. Through platforms such as TikTok, Instagram and YouTube, consumers discover new products and are increasingly influenced in their purchasing decisions. But what does this development mean for online retailers? And how can you turn that online inspiration into actual purchases?

Over the past few months, we have explored these questions together with Google, 10XCREW and various experts from the e-commerce sector. Fulfilment Solutions was one of the hosts of the ShoppingTomorrow expert group ‘The future of social commerce: from inspiration to conversion’. The insights and findings have been brought together in a bluepaper, which was presented at ShoppingToday on 8 October.

From searching to discovering

Where consumers previously searched for specific products through Google or an online store, their shopping journey now increasingly begins on social media. A TikTok video, a product review or a recommendation from a content creator can easily spark a purchase.

This creates opportunities for online retailers. Social media not only help increase your visibility but are also becoming increasingly important throughout the entire purchasing journey. However, each platform plays a different role. TikTok, for example, is mainly about product discovery and impulse purchases, while YouTube plays an important role in informing and convincing consumers.

Social commerce takes more than great content

One of the key findings from the research? Creating great content for the right platform is only part of the equation. To make social commerce successful, the processes behind the scenes need to run smoothly too. This includes effective collaboration between marketing, e-commerce, sales, data and logistics.

The bluepaper features several real-world examples from brands such as Rituals, elho, Butternut Box and Unilever. These examples highlight the importance of clear responsibilities, strong collaboration between departments and making results measurable.

A well-organised fulfilment process is also essential. After all, what happens when a product suddenly becomes much more popular thanks to a viral video? You want to make sure your stock levels are sufficient, orders are processed quickly and customers receive their products on time. Because a great customer experience doesn’t end when an order is placed.

How do you measure the success of social commerce?

Increased visibility and engagement on social media are great, but what do they actually deliver? In practice, measuring this impact can be quite challenging. Imagine someone discovers a product on TikTok but only places an order through your online store a few days later. Although the purchase takes place on your website, social media played an important role in the decision-making process.

So how can you measure that influence? And which results should you focus on? These are some of the questions explored further in the bluepaper. We compare different platforms, share practical experiences and provide actionable recommendations that online retailers can put into practice.

All the insights in one place

We look back on an insightful journey in which we shared knowledge and experiences with other industry experts. Want to discover what opportunities social commerce offers your online store and what you should keep in mind? Read the full bluepaper ‘The future of social commerce: from inspiration to conversion’.