If you want to do e-commerce, you need to think beyond online

According to Juan Martín Vignart, country manager in Mexico at Tiendanube, companies must create a more global strategy, in which it is thought that a user found you as a physical business and will look for a reward on networks or online.

“Social networks are an excellent channel to connect and some businesses that opted for this channel transcended. Finally, that community that is created already has an audience and constant traffic that you can exploit and link with the strategy within the physical and online store,” Vignart noted.

Social commerce is expected to grow more than 50% between 2021 and 2025, according to data from McKinsey.

But for this type of strategy to be effective, businesses must analyze the type of interaction they have in these channels and the behavior of users, which could help them know what to bet on, for this, Mario Miranda, CEO of Infracommerce in Mexico, points out that one of the trends that complements this strategy is the use of Artificial Intelligence.

“In the ever-changing and rapidly expanding e-commerce ecosystem, businesses must think creatively about their digital strategies and how best to create dynamic, interactive shopping experiences that improve customer relationships. It is expected that a comprehensive implementation of AI solutions can increase the conversion rate by 30% and the average ticket by 15%,” said the manager.

But that also helps companies define whether they commit to doing live events on their social media channels or not. Live Commerce originated in China, and in the United States, it is expected to generate $32 billion in 2023.

The sales tactic, which began with Chinese social network Alibaba, has been adopted by companies such as TikTok, Amazon and clothing resale platform Poshmark. During shopping events, influencers or celebrities may offer specific products, encouraging consumers to discuss the item and eventual sale via chat with the customer. By using live commerce, businesses can highlight sales or promotions, fostering a sense of camaraderie around a specific event and adding to the social commerce push.