Social Commerce Trends to Watch Out For in 2023

After a tumultuous year during the pandemic, 2022 saw global economies slowly bouncing back but with a markedly different business landscape in virtually all industries. There was a massive surge in eCommerce and social commerce between 2020 and 2021, resulting in a paradigm shift. People felt safer shopping from the confines of their homes and soon many realized that this saves them considerable time, effort, and even money.

Asin-store shoppinggradually bounced back in 2022, retailers faced the challenge of bridging the gap between online and in-store experiences. At the same time, shopping via social media continued to thrive as these platforms offered direct links to buying products.

在2023年，我们预计在线购物的世界将继续改变。特别是社会贸易将在重塑商业世界中发挥至关重要的作用。这有助于社交网络认识到它的到来，并使在其平台上启用购物活动变得更加容易。188滚球地址

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社会商业趋势在2023年提高：

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What Does Social Commerce Mean?

The idea behind social commerce is straightforward. It usually involves brands using social media to sell their goods or services instead of relying on a stand-alone eCommerce site. Things are not quite so clear-cut in practice, however, as social commerce often includes sales of products promoted on social media that link to a stand-alone eCommerce store.

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Why is Social Commerce Important?

"Location" is an essential ingredient of social commerce. It takes advantage of social proof. In many ways, social commerce has most of the benefits of influencer marketing—without any need for working with influencers.

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What is the Difference Between Social Commerce and eCommerce?

两种形式的在线商务非常相似。您可以轻松地将社会贸易视为电子商务的专业形式。从技术上讲，电子商务发生在您建造在线商店的网站上。但是，社交商业销售发生在社交媒体上。

但是，定义非常流畅，您可能会扩大社交贸易的含义，以包括社交媒体促进的所有销售。有了这个更广泛的定义，即使人们遵循广告中的链接到您的主要在线商店，您将包括由于社交媒体广告而进行的销售。

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Social Commerce Trends for 2023

由于在人们首先发现产品的社交平台内购买商品的便利性，社会贸易在过去几年中的增长很大。Facebook商店的到来帮助刺激了这个新的销售渠道。Twitter还在推文中使用Twitter卡商店按钮启动了商业功能。Tiktok还带着其Tiktok购物套件效仿。社会贸易也存在于Instagram，Etsy，Pinterest，微信等，以及许多其他社交商务平台弹出。188滚球地址在社会卖家发布全球收入之后，他们的人数在2023年一定会增加$724 billionin 2022.

Here are the top social commerce trends for 2023 to watch out for. These trends can help businesses plan their strategies for growth in the next couple of years.

5G connectivity will enable XR experiences across connected devices

Aside from edge cloud processing and advanced AI, the continuous global deployment of 5G wireless connectivity will enhance social commerce. It will enable seamless mixed reality experiences across a wide variety of connected devices.

eMarketerestimates that the number of AR users in America will rise to 97.1 million in 2023, up from 89.4 million in 2022 and 80.4 million in 2021.The market trends firm said that access to better data made them revise the projections released in their previous forecast, in which it predicted that AR users will reach110.1 million in 2023.

If brands are able to leverage new technologies and the power of 5G to deliver more immersive shopping experiences to the consumers, this growth forecast will likely be surpassed.

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Digital avatars will sashay through the fashion industry

While influencers will still play a key role in promoting clothing, digital avatars are poised to walk along digital fashion runways. They will give brands more flexibility in layering digital clothing, promoting new collections, and enabling digital sampling. Consumers will also have more realistic views of how clothes and accessories look when worn even when shopping online. Meanwhile, 67% of Gen Z Instagram users said they want to use digital avatars to reflect their unique clothing preferences, body type, and skin tone, according toInstagram’s 2023 Trend Report。

The rise of the Metaverse will further spur the use of digital avatars. Fashion retailers can take advantage of this trend by offering digital accessories and digital clothing that these avatars can use.

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Mainstream use of NFTs still in contention

In 2022, the demand for无杀菌令牌（NFTS）随着元评估的普及而成为主流。Facebook的重塑为Meta进一步提高了这一点。许多独立的艺术家和数字创作者欢迎这种革命性的薪酬形式。此外，在2022年，Meta开始共享和销售trialson Facebook and Instagram among a small group of US-based users.

但是，关于NFT的使用和性质，许多争论仍然存在。在其使用的批评中，它是其重大的环境影响，不可靠，缺乏法规和动荡的性质。尽管如此，从事社会贸易和电子商务的品牌应该更深入地研究NFT在新兴的创意经济和数字生态系统中如何使它们受益。

As a new form of social commerce, NFTs can empower creators, collectors, and small businesses alike. Before you dive into it though, make sure to exercise due diligence. Identify your potential use cases, assess risks, and determine if NFTs can add true, long-term value to your business.

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Micro-influencers to continue helping brands increase reach

Collaborating withmicro-influencersisn’t exactly a new trend but it is still relevant today and will remain so in 2023. Small businesses in particular will find that micro-influencers can enable them to balance ad budgets better while achieving wider audience reach.

Unlike some big name influencers that have hundreds of thousands to millions of followers,micro-influencerscollaborate with brands at budgets that even small enterprises can afford. They often have very specific audience types that simplify segmentation and ad targeting. Moreover, they are usually perceived to be more authentic and transparent about paid collaborations than major influencers. Considering all these factors, micro-influencers definitely have an impact on helping brands drive conversions.

When working with micro-influencers, choose those in a niche within your industry and whose followers are similar to your target persona. Look for people who engage with their audience on a personal level and who have established relationships with their loyal followers.

Marketing experts say that more brands will choose micro-influencers who can tell a brand story quickly and visually so that they can repurpose their content across their platforms, including email.

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Some brands may raise paid ad budgets to stay ahead

Brands will not do away with付费社交广告even if they work with influencers. Some say that budgets for social ads by US-based brands may rise to710.5亿美元明年，2022年的653.1亿美元。预测是在Google和其他浏览器阻止第三方Cookie的决定之后的，这使网站可以记住访客的详细信息并跟踪他们访问的网站，包括社交媒体在内。

However, others predict otherwise, saying small to medium businesses will reduce investments amid financial challenges. The World Advertising Research Center forecasts that social media ad spending will rise by only5.2%in 2023, down from an 11.5% growth in 2022.

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社交民意调查和测验将有助于收集零党的数据

Amid the blocking of third-party cookies, brands will depend on zero-party data to gather customer data that they can use in personalizing product and service offerings.90% of businessessaid in a survey conducted by SheerID for Forrester Consulting that they will collect such data in 12 months.

Brands can use quizzes, surveys, questionnaires, contests, or messages to consumers with or without a promised reward to encourage subscribers or followers to provide their personal information.

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Frictionless experiences will win hearts and loyalty

Consumers today have very little tolerance for digital inconvenience. A2022 PYMNTS调查showed that it was in social media where most consumers experienced at least one pain point during checkout (59.8%), followed by merchant's website/mobile app (29.9%), online marketplace website/app (27.4%), and brand's website/app (25.6%).

Brands still using outdated business models with complicated and a long buyers’ journey will inevitably frustrate them. In contrast, brands that offer frictionless and seamless experiences across all platforms are bound to see increased acquisition and retention rates.

浏览您的客户体验地图，并在买家的旅程中发现瓶颈。删除任何不必要的步骤，并旨在简化整个过程。使您的客户可以轻松在社交平台上完成购买。188滚球地址通过不断改善您的客户体验，您可以提供当今消费者正在寻找的数字便利。In the same PYMNTS poll, 91% of respondents said they were likely to buy from the same merchant if their social channel provided a positive checkout experience.

Moreover, marketers can take steps to bridge the "trust gap" between their brands and their target shoppers,37%of whom expressed concern about entering payment information on social platforms. Brands should offer easy refunds and returns, keep customers notified about the status of their purchases, and display reviews from other buyers.

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User-Generated Content Still an Essential Marketing Strategy

The essence of social media involves people communicating and sharing information. While this may in some ways seem at odds with social commerce, it wouldn’t be a problem as long as brands avoid hard-sell or blatant advertising.

当然,社交媒体上的品牌宣传for years. People accept Facebook Ads as a legitimate part of the platform now. However, it should be noted that the most successful brands don't create ads that look like traditional ads. They're more subtle and less "in-your-face." Brands tend to offer useful and relevant information about a product to provide value to those fed these ads. Anything that resembles a traditional ad tends to be simply ignored and scrolled past by social media users.

User-Generated Content (UGC) has proved highly beneficial to brands in recent years, and this will become even more so in the years to come. It helps social media users feel that they are working with a brand with an identity instead of just being fed a message. People are far more likely to share messages containing UGC, which increases the potential reach of a social marketing campaign.

The other advantage of UGC is that it can more effectively alter people's perceptions. It is not just a brand plugging itself—this content is created by somebody perceived to be neutral and is therefore more trustworthy. It implies a high level of trust.More than 88% of consumersfind UGC even more credible than influencers.

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Conversational Commerce Now an Essential Element in Social Commerce

近年来，通过消息传递应用程序聊天机器人变得司空见惯。社交媒体平台启用了更多响应188滚球地址式聊天功能和实时对话。尽管消费者更喜欢从现场代理商那里获得支持，但如果聊天机器人有助于迅速解决问题，聊天机器人仍然是一个受欢迎的帮助。

As consumers have increased demand for quick answers and resolutions to their questions and problems, conversational commerce through messaging apps is now a necessity and not just something nice to have.

Of course, having somebody sitting on a messaging app all day may be beyond the resources of many businesses. This is where chatbots that can take full advantage of AI capabilities come to the fore. Modern chatbots can do much more than just provide answers to common questions. They can "speak" to people and carry on more natural conversations.超过46％的消费者are open to buying items with chatbot assistance.

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More Use-cases of AI, ML and AR in Social Commerce

Artificial intelligence (AI), machine learning (ML), and augmented reality (AR) are all emerging technologies that see accelerated improvement over time. Brands are finding that all of them can help improve their ability to engage in social commerce when used efficiently. We have seen above how AI can make chatbots usable and how they can undertake a sensible conversation with potential buyers.

Perhaps the best example of AR on social media at the moment is on Instagram, where you can modify on-screen the look of your surroundings. TikTok has similar capabilities to help with the videos you create.

Brands have used AR to let you virtually decorate your house by "adding" new products to your rooms just by using the camera in your phone.

Another way firms use AI is to create an automated checkout. For example, if a firm uses a Facebook Shop, they can employ Jumper.ai. This helps you create a conversation with potential customers and talk them through the purchasing process.

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Voice technology and conversational shopping continue to increase in popularity

Many Millennials and those in Generation Z prefer to search by voice as it can be much more convenient than typing. Many people who prefer to search using voice technology are also more likely to buy items using the same technology.

Both Android and Apple also integrate voice technology in their devices, and both of their respective voice assistants are becoming more sophisticated with each iteration. With stand-alone devices such as Amazon Alexa and Google Home becoming more commonplace, brands will need to leverage the power of voice technology to increase customer engagement and remain competitive.

根据Statista的说法电子商务使用voic购买了e technology预计将从46亿美元增加this year to USD19.4 billion in 2023. That’s more than a quadruple increase in just two years. That’s also a huge market share you wouldn’t want to miss out on. This makes it the best time to optimize your brand for voice technology—from voice search to conversational shopping.

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Live Streaming Poised to Grow Further

One way businesses adapted to lockdowns and restrictions during the pandemic was the use of live streaming. Brands promoted products to a select group over Zoom and Microsoft Teams or to a broader audience via Facebook Live, Twitch, and many other streaming apps.

Brands and influencers working on their behalf have discovered how easily you canuse live streaming to promote new products and services. You can target potential customers at every stage of the sales cycle, from generic streams highlighting the importance of an industry to streams focusing on specific product benefits and even streams offering customer service to existing clients.

And of course, you can combine live streaming with a social promotion where people can buy the products being featured in-app. For example, you could hold a Facebook Live stream promoting your product's benefits and have a Facebook Marketplace Ad in the feeds of the same people watching your live stream.

In the next couple of years, consumer demand and faster connectivity will boost the growth oflive streamingplatforms. Technavio predicts that the live-streaming market will rise at a CAGR of 13.47% and grow by$29 billion在2023年至2027年之间。

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Specialist Social Network Marketplaces Will Continue to Help the Expansion of Social Commerce

In the past years,, most of the major social networks improved the ability to engage in social commerce on their platforms. We saw Buyable Pins on Pinterest, Facebook Shops, and Instagram Shopping gaining popularity, as well as a handful of specialist social network marketplaces especially in China.

For instance, Pinduoduo—the largest interactive eCommerce platform in China—propelled the use of social commerce in the country. Its user experience is anchored around browsing and interactions rather than the more traditional and deliberate search-based discovery model. It encourages consumers to form "teams" of at least two to get a lower price.

One of the reasons for Pinduoduo's success is that it uses a WeChat mini platform, and this is just one store to do so. The WeChat mini platforms have greatly facilitated the growth of social commerce in China, which is likely to expand over 2023 and beyond.

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Low-Priced Products will Continue to Sell Well on the Social Platforms in 2023

就像往年一样，人们将比社交帐户上的大型商品更倾向于购买低价商品。预计这种趋势将在可预见的未来继续。

消费者不太可能在通过社交媒体供稿浏览时购买脉动的昂贵物品。对于大型门票，他们很可能更喜欢先研究，并可能尝试在店内查看实际产品，而不是冒险购买不满足其需求的东西。另外，由于社会贸易是相当新的，因此对于一些不适合在线购物的人来说，它仍然会冒险。虽然他们可能准备购买20美元的服装珠宝，但在社交媒体页面上购买真正的钻石戒指的可能性要小得多。

For your social commerce initiatives, put your low-priced yet popular products at the forefront to address this trend.

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Better and More Integrations among Social Commerce and eCommerce Platforms

ManyeCommerce platformshave begun认识到社会这样的受欢迎程度rce and taking steps to start integrating between the two. For example, Shopify launchedBuyable Pinsto enable creatives and small brands to sell directly on Pinterest. Shopify also enabled them to link to bothInstagram and Facebookand make sales from those channels. The integration helped bring the look and feel of a Shopify store to a Facebook Shop.

In 2023, we can expect more integrations among different platforms that will enhance omnichannel and multidevice experiences for both consumers and brands.