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Retail landscape shifting to S-commerce

By FashionUnited

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Those who adopted F-commerce (Facebook commerce)

in the early days of social media activity are now dropping it as quickly as possible as the landscape shifts to S-commerce (Social Commerce).

“Facebook fan page stores are only 10 percent of the total shopping activity on Facebook,” said Wade Gerten, co-founder and chief executive officer of technology solution 8thBridge. “Social commerce is so much more than a brand or retailer’s fan page store.”

Industry insiders are hailing S-commerce as the next big thing; where Facebook will play an integral role in this medium, it is not a medium merely restricted to it. Social commerce can mean consumers engaging on the brand’s own homepage digital flagship or even on its mobile site.

Predictions include that Facebook will roll out company timeline pages, in effect making it easier for retailers to allow fans to express on their Facebook pages how they feel about products directly from existing e-commerce Web sites.

Insiders say key to making this transition work is for retailers and brands to carefully think how they attribute growth on the social platforms to sales and e-commerce, while beginning to think about how they can track sales offline through social commerce. But with attribution, brands need to start using data to understand what impact fans are having on business and what behaviour patterns are taking place across a brand’s own digital platforms.

Facebook
S-commerce
Wade Gerten