2022 Social Commerce Trends

After the pandemic e-commerce the industry has experienced a paradigm shift. As many industries slowly recovered from the recession and rebounded, there was a massive increase in e-commerce. Soon people realized that shopping was safer and more convenient from the confines of their homes, besides saving them a lot of money, time and effort. A gradual shift has also been observed in social commerce, accelerated by the pandemic.

In social commercebrands can directly sell products through social networks where they allow customers to make quick purchases at that time without directing them to an online store or another link.

In 2022, this trend is set to continue, with social commerce playing a vital role in reshaping the world of e-commerce. Visual and ephemeral content supported by popular social media platforms such as Snapchat, TikTok, Instagram, Twitter and Facebook will dominate the market. Additionally, messaging platforms such as WeChat and WhatsApp will increase one-on-one communication between brands and customers.

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

Social Commerce Trends for 2022

Let’s take a look at the top social commerce trends for 2022 that will help businesses plan their growth strategy in the years to come.

Digital avatars in the fashion industry – There will be an upsurge in the use of digital avatars in the fashion industry. Although influencers are still the main brand ambassadors for promoting clothing and jewelry, digital avatars will be the key models in digital fashion shows. They will provide more flexibility for brands to promote new launches, layer digital apparel and enable digital sampling. With multiple options, customers can get a realistic view of how accessories and apparel will look when shopping online and help them shop faster.

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

READ MORE: How social commerce will fuel retail sector growth

Collaboration with micro-influencers to improve brand reach – Although not a new trend, it will also be one of the popular trends of 2022. The popularity of micro-influencers on social media can help small brands expand their reach to a larger audience. broad while controlling their advertising budgets. . It is both affordable and effective. Additionally, micro-influencers are the best way to reach niche audiences with simplified advertising budgets and segmentation. They are also more accessible, authentic and transparent about paid collaborations, usually working on barter deals compared to big influencers with millions of followers. Their popularity with their niche audience helps brands drive conversions.

5G connectivity will improve customer experience – The global rollout of 5G wireless connectivity will enable brands to deliver seamless mixed reality experiences across a variety of connected devices to enhance customers’ social commerce experience. If brands can leverage the power of 5G to deliver an immersive shopping experience to consumers, they stand to exceed their expectations and improve their experience.

Use UGC (user-generated content) for marketing – User comments, likes and content sharing are the essence of people’s communication on social networks. They become the ambassadors for the promotion of brand content on social networks and prove to be very beneficial for them. Usually, brands post this content subtly to encourage user engagement, as it makes them feel part of the brand instead of being treated like a target customer. It also increases the reach of social media campaigns promising good ROI on campaigns.

Use of NFTs (Non-Fungible Tokens) – With the growing popularity of Metaverse, the demand for NFTs has also increased. Facebook’s rebranding to Meta further boosted its growth. NFTs empower artists, creators and small businesses. However, before you allow yourself to use it for brand growth, be sure to do a thorough analysis and due diligence to ensure that NFTs can add long-term value to your business. Even though many artists and digital creators consider it a revolutionary form of compensation for their work, it has however been criticized for its significant environmental impact, lack of regulation and volatile nature. Brands need to carefully consider their advantages in the burgeoning digital ecosystem.

Using 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 up their social commerce game in the industry. AI-powered chatbots can engage in meaningful conversations with potential customers and resolve their queries. Currently, Instagram is the best example of using AR among all social media channels where customers/users can change the on-screen appearance of their surroundings through amazing spool filters. Likewise, TikTok offers the possibility of creating creative videos.

AR has also helped brands empower customers to try their products online. For example, “LensKart”, an Indian eyewear brand, offers customers the opportunity to try different eyewear on their face before making a final purchase. Similarly, with the help of AR, customers can decorate their house or check which paint color suits the walls of their house. With the help of AI, the paint industry is constantly striving to deliver a great experience to customers and help them shop from the comfort of their own homes.

Selling low-cost products will dominate the social commerce space – The sales of low-priced products compared to expensive products will continue to increase in the future. Impulse and needs-based purchases will be limited to low-cost products, while customers will thoroughly research and try the actual product offline in stores rather than risk buying it online.

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

2021 has seen many brands recognize the growing popularity of social commerce and take key steps to integrate it into e-commerce. The above trends will play a central role in the growth of this trend in 2022. Brands will focus on integrating multiple platforms to improve the omnichannel and multi-device experience for customers and brands.