How can marketers create an effective social commerce strategy? Where should they start, and how can they drive success in what is becoming a competitive market?
The community-driven flywheel
One way that ecommerce brands can achieve key objectives is through positive reinforcing loops, or ‘flywheels’. Amazon’s growth flywheel began in part with an optimal customer experience, which in turn helps generate traffic, which then attracts more brands and sellers onto the platform. This ultimately enables Amazon to drive down prices, and further improve other elements of the customer experience, and so the cycle continues. <SNIP>
..TikTok’s Simon Hofmeister, head of vertical, ecommerce, explained at Econsultancy Live how TikTok drives this type of community-driven shopping, describing the platform as being full of “lots of niche places for people to find other people who like what they like, and who are talking about what they like in short form, snackable, entertaining, video format.” Whether the category be books, fitness, or food – there is likely to be a community that creates and promotes related content.
Plus: Selecting the right channel and content format
And: Building a good measurement framework
See the full article on e-consultancy: Three fundamentals of an effective social commerce strategy