Social networks, that total more than 144 million active users in Brazil (66,3% of the population, according to theWe Are Social), they ceased to be merely spaces for interaction and entertainment. Today, they consolidate as powerful online shopping channels, driving one of the fastest-growing segments in e-commerce: social commerce
Instagram, TikTok and WhatsApp are the main protagonists of this transformation,significantly changing consumer behavior. Відповідно до однієїresearchfrom Accenture, the global social commerce market is projected to reach US$ 1,2 trillion by the end of 2025
This accelerated growth is mainly driven by Generation Z and millennials, that prefer to make their purchases directly on social media, without leaving the environment where they interact with friends, "Influencers and brands" highlights the co-founder of Boomer and digital marketing specialist, Peter Paul Alves.
What is Social Commerce
Social Commerce integrates e-commerce with social networks, allowing consumers to discover, we evaluate and buy products directly on platforms like Instagram, Facebook, TikTok і WhatsApp.
Different from traditional e-commerce, it is based on social interaction, recommendations and engagement to boost sales, making the shopping experience more interactive and personalized
Social media has ceased to be just showcases for products and has become true marketplaces. Today, consumers can search, try and acquire items directly from a post or advertisement, without needing to leave the platform, comment Peter Paul
Instagram Shopping, for example, allows brands to sell directly in posts and stories. TikTok combines entertainment and sales in a unique way, with short and creative videos that engage consumers while encouraging them to buy. WhatsApp Business has been an essential tool for companies looking to provide personalized service and close sales in real time
Social Commerce represents a transformation in digital consumer behavior, and the tools are driving this movement by integrating content, engagement and conversion. For the brands, this means closer proximity to the consumer and more opportunities to generate sales in a direct and strategic way, explain the specialist
92% of consumers trust recommendations from people they follow on social media more than traditional advertisements
The success of social commerce is directly linked to the power of digital influencers. Content creators have become key players in the purchasing process, exerting great influence over public decisions. According to astudyfrom Nielsen, 92% of consumers trust recommendations from people they follow on social media more than traditional advertisements
According to aliftingconducted by MindMiners in partnership with YOUPIX, 46% dos entrevistados dizem que se um produto/uma marca é usado por um(a) influenciador(a), they feel confident to use it as well. Another piece of data from the research indicates that 6 out of 10 followers have already purchased products or services recommended by influencers, highlighting the preference for this format for discovering new products
No TikTok, for example, content creators make viral review videos and often sell out product stocks in a few hours. On Instagram, partnerships with influencers bring brands closer to their ideal customers, while on WhatsApp, recommendations in groups reinforce the power of digital word of mouth
Brands that invest in social commerce strategies based on the credibility of influencers are able to engage consumers in a more authentic and efficient way. This happens because followers see these creators as reliable sources of information, "making purchases more natural and impulsive" explains Pedro Paulo Alves
The democratization of digital commerce
Social commerce is also democratizing access to the digital market. Small entrepreneurs and independent brands can now sell directly to their audience without the need for large investments in traditional platforms
Pedro Paulo emphasizes that "tools like Instagram Shopping and WhatsApp Business have allowed retailers to build closer relationships with their customers, offering a more personalized and accessible shopping experience
For the specialist, this trend is here to stay. Social commerce is not just a passing trend, but a definitive transformation in the way we buy and sell. Social media are no longer just communication channels; they have established themselves as the new digital shopping malls of the modern era.⁇ закінчує
