The boom in e-commerce stores on social media platforms has birthed a new kind of shopper and seller. Those in the know share how to navigate this uncharted terrain
Do your research before making a purchase
There’s no denying it — the pandemic has irrevocably changed the way we shop. While the online shopping phenomenon, whether through e-commerce websites or apps, is not recent, the switch to social media platforms (such as Facebook and Instagram) has added another layer of convenience and instant gratification to the shopping experience. Last year, Adam Mosseri, head of Instagram, announced that the app was moving away from simple photo-sharing to video, messaging and shopping. In the months since, users have seen the introduction of several new features that help entrepreneurs leverage the platform to sell directly to customers.
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“It is pertinent to note that social media advertising works on the ‘push advertisement’ mechanism; that is, consumers are shown products that they did not know they needed. For instance, if an individual spends time researching natural ways to cure insomnia on the Internet, on social media, they then may be targeted with products such as calming chamomile tea. Hence, the range of prospecting audiences is more than any other channel. Additionally, since social media platforms gather significant data on consumer behaviour, it’s easier to identify potential consumer demographics,” explains Milind Gupta, co-founder of Pyde Pyper Marketing, a platform that optimises and implements data-driven strategies for clients.
Ritika Mahtani and Priyanka Mehta
A mixed bag
For some shoppers, such as Ragini Varma, growth head, Fynd Platform, which helps brands to get their businesses online, the ease of access that social media stores offer can be a big draw. “I like that I can shop from my social media feed. The decision to purchase is very instantaneous — in that, you can immediately communicate with the seller, make your payment and go about your day. However, the downside is that there’s no way to track your purchase once the funds have left your account and there’s also no way to hold a business accountable, especially since many of the smaller stores do not have a website you can refer to or even a business address,” she shares. She recounts an instance where the seller stopped communicating with her once she had made the payment and, just when she thought she’d been ripped off, the package appeared after nearly four months. Communications professional Ritika Mahtani echoes her views, adding that since many of these stores are run by individuals and not professional businesses, they don’t offer services such as Cash On Demand or returns. “I am careful about buying clothes online, because if you receive a product that doesn’t match the description or isn’t your size, you’re stuck with it,” she explains.
Milind Gupta
Proceed with caution
Here are a few key precautionary steps that can safeguard your interests:
1 Watch out for deals, offers and prices that seem too good to be true — chances are you’re getting ripped off, says Gupta. Conduct some research about the product on established platforms to understand the typical benchmarks.
2 Sellers often repurpose Pinterest photos and images they find online, to illustrate what they’re selling. If they haven’t displayed the original product photo, ask for one and be very cautious about a seller who can’t share the same, says Varma.
Ragini Varma
3 Start with smaller purchases, especially from a store you haven’t bought from before, advises Mahtani. This will give you an idea of the overall shopping experience and the seller’s attitude and responsiveness. If you’re making a larger purchase, such as furniture or expensive occasion wear, she recommends choosing a seller in your vicinity so that you can check the product out in person.
4 Read the comments to see if there are complaints from customers about the status of their deliveries. If there are a lot of frustrated customers, it is a red flag, says Varma.
5 Social media stores are also used by indie brands to sell to a select clientele, says Priyanka Mehta, who is the co-founder of an artisanal tableware brand called Koyo Studios. “Since our products aren’t the cheapest, what differentiates us is our communication with potential buyers. We are accessible via WhatsApp and Instagram messaging, and can help out with additional information about the products they want to purchase. If a seller is not available to you and cannot clearly answer your questions, be cautious before purchasing from them,” she says.
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