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Social commerce success depends on the seamless integration and brand experience

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Challenges remain with the continual effort to perfect the consumer buying experience on the different social channels. As social networks continue to amass large number of users so has the need to develop comprehensible products for shopping. The introduction of native social by social networks (Facebook, Twitter, Pinterest, Instagram, etc.) signals a viable avenue to trust consumers’ confidence and ready to purchase products without having to leave the site their navigating.

Recently Facebook announced a new product and functionality that would enable businesses drive up sales in News Feed and on Pages. In addition, with the acquisition of CardSpring by microblogging site, Twitter, shows a valuable interest in providing an evolution of an e-commerce buying experience.

“From a user experience perspective, the ability to buy a product that your trusted friend or follower has posted or recommended on a social channel without leaving the network or being redirected to a website ensures a seamless experience to the customer. This is one of the reasons why social networks are increasingly looking at ways to enable commerce on their platforms,” said Social Practice Lead at Acquity Group (part of Accenture Interactive) Aneesh Desikan.

The instrumental and exponential growth for social media advertising has been deemed to be in 2014, according to a brandwatch.com report. Facebook with the rollout of the “Buy” button or its implemented Promoted Posts, Twitter’s “Tailored Audiences” ad product, Instagram’s photo and video-sharing selling ads, and Pinterest “Promoted Pins” are all separate attempts at delivering a shopping experience that may later produce one streamline process.

There is no certainty one particular social commerce product or shopping experience will be adopted on each individual channel. What will be essential for brands to pay attention to is hand deliver and design a shopping experience that is consistent with the reputation of their company.

All of the social networks want retailers and the various brands test out their sites to generate more sales. The obstacles go to all the parties involved. Social networks may not benefit from developing its own unique technology for shopping given a substantial number of users who have active accounts on multiple social networking sites. This forces social tech companies to share the market and sort of mimic the consumer buying experience unfortunately.

For brands or retailers the problem remains on providing a painless buying experience while having to learn the technology and the techniques that come with each individual social networking channel.

“However, success in social, as with most areas of digital, depends heavily on the quality of execution, and brands should be careful about focusing on the holistic user experience across social, mobile and more digital more broadly, as well as choosing the right partners in the digital space,” concluded Desikan.

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