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When shopping goes on social media: Shoppers and sellers share tips and tricks
Updated On: 12 March, 2022 10:23 AM IST | Mumbai | Anindita Paul
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
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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.
“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.
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