The influence of social media is key to retail sales

The pandemic caused by the COVID-19 virus boosted sales on digital media. Due to the restriction measures of that period, many companies had to adapt to a new scenario and invest in digital commerce. To prevent profits from being reduced, some startups took advantage of social networks and promoted live broadcasts, giving visibility to their products and the brand.

Allied to this, big players like TikTok, Amazon and Twitter have entered e-commerce in the metaverse, a new sales landscape that is still a force to be reckoned with. Although the segment has been boosted by sanitary measures, it has not stopped growing, which demonstrates how essential it is for companies to recognize the impact of social networks on small and large e-commerces. After all, those who do not adapt can be swallowed up by the new era.

Digital media offer new business opportunitiess

Based on current trends, this market can be expected to continue to grow in 2023 as companies look for more effective ways to connect with their customers. customers on social media. The use of advanced technologies such as artificial intelligence and data analytics is set to become even more widespread, allowing companies to customize their sales pitches more accurately and efficiently.

“Social media is increasingly expanding its e-commerce and sales integration functionalities. Strategies that aim to impact consumers through these channels are an opportunity not only for those who want to sell, but also as a new source of revenue for platforms and their users”, comments Paulo Stohler, CEO of Moneri, a sales management platform social.

Data on the advancement of the digital market

According to research by GP Bullhound Global Insights, globally, the market is predicted to reach US＄3.8 trillion by 2030. Late last year, Amazon launched Inspire, a social media-inspired feature that offers a similar shopping experience. to TikTok, with short videos and feeds of pictures.

China remains a powerhouse when it comes to social commerce/livestreaming, but startups in other parts of the world are struggling to assert dominance in areas where it is still nascent. In Brazil, there are more than 150 million users on social networks, and more than 43% of them have already made a purchase under the influence of a celebrity or digital influencer.

Digital sales generate engagement between consumer and brand

One of the innovative features of retail has been the ability of sales systems to be omnichannelthat is, connected sales channels that expand the boundaries between physical and digital, with social sales being one of the main strategies for this purpose.

Anyone who thinks this is a market only for profiles with many followers is wrong. “The niche of micro-influencers has proven to be effective for adding more value to users. Strengthening communities – people passionate about something and wanting to connect through it – generates genuine engagement, rather than just trying to promote a product”, comments Fernando Patucci, Head of Communication at SMU Investimentos.

The evolution of retail also involves the perception that the retail salesperson is no longer a store salesperson, but a brand salesperson. When that happens, he becomes one of the main ambassadors, bringing physical sales and sales through the digital channel.

Trends that indicate growth in the social selling

There are some current trends which may indicate continued growth in the market of Social selling (process of looking for potential customers and interacting with them on social networks with the aim of generating sales) in 2023, such as:

Increased use of social media platforms: consumers are spending more time on social media platforms, which makes these channels important for businesses to reach and connect with their target audience.

Personalization: With the advancement of technology, companies are increasingly able to customize their sales approaches, offering specific content and offers for each customer or group of customers, which can increase the effectiveness of sales campaigns. social selling.

Sales integration: many social media platforms are expanding their capabilities for e-commerceallowing companies to sell directly to consumers on their platforms, without the need to redirect them to an external website.

Automation: With the use of advanced technologies such as artificial intelligence and marketing automation, companies can automate many aspects of their marketing campaigns. social sellingwhich can increase efficiency and reduce the time and effort required to drive results.

Relationship focus: O social selling it is less focused on selling itself and more on customer relationships. Companies are more aware of this and investing in building lasting customer relationships through personalized content and interactions on social media platforms.

By Karina Rossi