Remember “F-commerce?” Widely hyped a few years ago, Facebook commerce came into being when Facebook launched Facebook Stores — which died a quick death when ecommerce businesses found no one was buying.
Recently, however, both Facebook and Twitter have made moves to revive social commerce (allowing people to buy things directly on social networks without leaving the site). In June, Twitter began testing a “Buy Now” button (on mobile only) and bought payment infrastructure company CardSpring to bring “in-the-moment commerce experiences to [its] users,” Mashable reports. In July, Facebook began testing a “Buy” button on select ads. Meanwhile, Pinterest and Shopify have teamed up to automatically enable Rich Pins for Shopify merchants’ Pinterest boards. Rich Pins make it easier for Pinterest users to get more information about products, including where to buy them.
What do these trends mean to your ecommerce business? While I don’t think you need to panic or start planning your social commerce strategy just yet, I do think it’s worth watching what the major social media players are doing. As you consider what social commerce could mean for your ecommerce business, here are some questions to ask:
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