Social Commerce Playbook 2021
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Social
Commerce
Playbook
2021
1
An introduction to Social Commerce
With the rise in social media Social commerce was already developing quickly in 2019, but the
pandemic accelerated that progress globally growing 5 years of projection
comes a rise in what is being in just 3 months. Global e-commerce sales accounted for 17% of total
retail sales in 2020. With that accelerated growth, everyone involved in
called “social commerce.” It’s digital marketing on social must know their way around the features
ecommerce directly through available within this marketplace.
social media networks. It’s not Social Commerce gives you the ability to use social to influence
a redirect to your site, but purchasing decisions. It brings UGC and Influencer content marketing to a
new level: you now have the ability to measure conversions and put a true
integrated, in-platform ROI on these campaigns.
features that allow customers While some platforms have already fully integrated in-app shopping
to buy from you without abilities, some are still developing. TikTok will be an important one to
watch in the coming months as it has already built out a powerful funnel
leaving the app they are in. in China that brings in the majority of its revenue there, vs ad revenue
which is the main income for other platforms. Expect to see “streaming
ecommerce” take shape in Europe and North America very soon and
become a model for how digital marketing moves through 2021 and
beyond.
2
Facebook
15% of
Facebook
users in the
US use it to
find and shop
for products
3
Main Takeaway: Taking full advantage of the capabilities on
Facebook Facebook allow you to blanket IG and WhatsApp ecommerce
as well. Worth the investment if you are targeting these
platforms.
Usage 101 ● Facebook Marketplace: Marketplace ads (US
● 1.88 billion daily active users on average in March only for now) appear in feed during browsing,
2021, an increase of 8% year-over-year similar to Pinterest, and have seen a marked
● Over 65’s are the fastest-growing demographic on increase in conversion rates compared with
News Feed ad placements (more information) 15% of the social
the platform. Fewer teens are using Facebook than
Shoppable Ads [newsfeed]: can be used media users in the
in previous years. 74% of high-income earners are ●
US use Facebook to
Facebook users to drive purchase through Facebook Shop
shop, making it the
or to drive traffic offsite
second social
Key shopping features ● Customer Service and Discovery network after
● Facebook Shop: Currently open in the US, this ○ Users can message a brand directly Pinterest where they
mobile first shopping experience launched in 2020 through Facebook Shop via Whatsapp, shop the most.
and allows businesses to create a storefront and sell Messenger or Instagram
across all of Facebook’s products - ex. Facebook ○ Facebook Shops can be found on a
Marketplace and Instagram Shopping. Facebook business page or discovered through
IG Stories and ads More info ➔
Shop’s predecessor, Facebook Shop Pages, is
converting into Facebook Shop, with a key ○ Users can browse the catalog, save
difference being Facebook Shop allows in-app products for later and checkout on the
checkout, where Facebook Shop Pages only had business website or use in-app checkout.
a click through (more information) ○ Soon: Venmo-like QR codes for person to
○ Transaction and selling fees may apply person payments (more information)
○ Expanding to UK and Canada later in 2021
4
Instagram
130 million
Instagram users
tap on shopping
posts every month
and 50% have
visited a website to
make a purchase
after seeing a
product or service
5
Instagram
Usage 101
● 1 billion + people use Instagram every month, with each user
averaging 30 minutes on the app Shopping capabilities:
● 81% use Instagram to research products and services With 81% of
Instagrammers using it as
Key Shopping Features a research tool, the ability
● IG Shopping: People can visit a shop from Instagram profile, feed, to complete a purchase
Stories, IGTV, and Reels. The shop can be customized to match the
from any part of the app
look and feel of the brand. Users can complete a purchase through
makes it stand out from
Instagram checkout without leaving the app. Once purchased, users
receive notifications about shipment and delivery in the app
other platforms.
● Shopify Integration: For Instagram and Facebook, allowing Shopify
users to purchase via Shopify Pay (2021)
● Swipe-up and link in bio: Users can access owned websites directly
from the app, allowing brands to get analytics on customers outside of
More info ➔
the Instagram ecosystem if needed
6
Twitter
Twitter users spend
26% more time
viewing ads than
on other platforms
and 53% of people
on Twitter are more
likely to be the first
to buy new
products
7
Twitter
Shopping
capabilities:
Brands can link to
shopping but there are
Usage 101 no on-platform checkout
● Monetizable daily active users totalled 199 million capabilities yet. Keep an
in Q1 2021, up 20% year over year eye on Twitter because
● Twitter ads reach 5.8% of the world’s population these features will roll
over 13 out soon.
Key Shopping Features (case study)
● Ads: Twitter is all about the promotion of products
and connecting with your targeted audience to What to look forward to
More info ➔
create loyalty and drive them to your brand. Ads ● Twitter is experimenting with ecommerce
that generate conversation can convert options, including adding a ‘Shop’ CTA
● Customer Service: Customers can interact directly button
with your brand in real time - public conversations ● “Eventually people might transact on
on Twitter can impact brand perception and bring Twitter,” says Bruce Falck, revenue product
people closer to cart lead at Twitter, adding that the company’s
focus is first on helping shoppers research
purchases on the platform rather than
transacting
8
Snapchat
Shopping
capabilities
Snap is ahead of
the curve - AR and
VR tech with
in-app checkout
make it the perfect
platform to target
a young audience
Dior x Rimowa x Snap (2019) Dior x Snap sneakers (2020)
9
Snapchat
Usage 101 ● Ads: Made-for-commerce ad formats that
● 280 million daily active users in Q1 2021, an include a swipe up for purchase
increase of 51 million, or 22%, year-over-year
● Snapchat reaches 90% of all 13-24 year-olds and Coming Soon
75% of all 13-34 year-olds in the U.S. ● Out-of-the-box AR and VR integration,
making the AR/VR technology more
Key shopping features accessible for creative teams who might not
● Snap Pixel: allows you to track customer events have experience developing these campaigns
across devices; so when a user sees your ad on
Snapchat, and makes a purchase on desktop, the
Snap Pixel tracks that event and allows you to
attribute your ad to their actions
● Snapcodes: QR scanning that connects users to Snapchatters are
exclusive content inside the app an unbelievable
● AR / VR: capabilities with direct shopping linked 60% more likely
are a unique feature to Snapchat. Think “try-ons” to make impulse
and experiential marketing from home purchases based
on products they
More info ➔
see on the app
10Twitch
Twitch reaches
50% of the
millennial males
in America.
(source)
11Twitch
Usage 101 What to look forward to
● 9.5 million active streamers in February 2021 ● Streamed ecommerce as entertainment:
● Users are young men, under 35. Usage is split 65% Already popular in China, this trend is moving
male, 35% female, with 73% under 35 and 41% west through partnerships like TikTok/Shopify
between 16-24. (GWI) Twitch has market share of and Amazon Live/Twitch. Partnering with
67% content hours watched, and 90% of content streaming influencers for ecommerce is the
streamed future.
● Sports partnerships on Twitch are also
Key shopping features something to watch
● Merch panel extensions allow integration with
partners like Teespring and Amazon Blacksmith,
Shopping
as well as Instagram. Setup is very easy to use capabilities:
● Custom merch alerts can be set up to allow Currently
buyers to send a personalized message visible to creator-dependent
everyone watching the stream after checkout. but that will change as
Merch alerts are a case study in how social proof streamed ecommerce
can drive sales picks up in the west.
● Merch commands allow streamers to request a Any brands looking to
direct link to your product through the Twitch chat break into the gaming
More info ➔
using a chatbot. community should not
sleep on Twitch
12Pinterest
47% of social
media users saw
Pinterest as the
platform for
discovering and
shopping for
products
50% of
Pinterest users
have made a
purchase after
seeing a
promoted pin
13Shopping capabilities:
Pinterest Unique and convenient
for lifestyle brands
with easy-to-use
ecommerce tools,
Usage 101 ● Merchant solutions: allow you to Pinterest’s “catalogue”
● Monthly active users grew 30% year over year to tag lifestyle content with shoppable format resonates with
478 million in Q1 2021 products to help users get dynamic shoppers and its
● Pinners engaging with shopping surfaces grew recommendations (more info) growth in 2020 backs
over 200% in the 12 months ending March 31, ● Pincodes: QR codes that allow IRL that up
2021 products to be scanned and pulled up on the
app
Key shopping features ● Shopify integration: seamless product
crossover to make the UX as easy as possible
● Shoppable pins: appear in feed and through the More info ➔
for brands to use
brand account as a store
● What to look forward to
● Catalogues: turn all of your products into
○ AR integration beyond beauty
shoppable pins that can appear on a shoppable
products. Pinterest’s Q4 sales call
page
mentioned non-disruptive ads as a
● Verified Merchant Program: gives brands a
focus for 2021, so expect more
badge that shows customers you’ve been vetted,
investment in shoppable pins in the feed
and enables your “shop” tab in-app (more info)
Limitations
● Alcohol brands are limited in shopping
capabilities
14YouTube
70% of people
claim they’ve
bought a
product from
seeing it in a
YouTube video
15YouTube
Usage 101 What to look forward to
● 74% of adults in the U.S. use YouTube- That’s more ● Creators adding products to videos,
than Facebook (which reaches 68% of American allowing viewers to click through to learn
adults). And it’s almost twice as much as the next more or buy
runner-up, Instagram (40%) (source) ● Automated product detection, giving
● 77% of 15–35 year-olds in the U.S. use YouTube users the ability to learn more about
(source) untagged products in videos
Key shopping features More info ➔
● Shoppable video ads (Direct Response): Shopping
○ Brands can add product images under an ad capabilities:
to drive traffic to these pages With such high
○ Brands can tag products in ads
platform usage,
○ Users can shop products after or during a
video without leaving the site
YouTube viewership
● Catalogue shopping via ads: makes investing in
○ Brands will first need to sync their Google ads worthwhile,
Merchant Center feed with their video ads especially as
streamed ecommerce
grows in popularity
16TikTok
“TikTok and Douyin’s
in-app purchases for April
2020 showed a tenfold
increase to $78 million,
propelling them ahead of
more established names
like YouTube, Tinder and
Netflix, which rely more on
existing subscriptions.”
(Bloomberg)
Clicking ‘Buy Now’
After the first redirects users to the
video loop, a Taobao product
bigger product
banner appears The link takes users to
a product introduction
within Douyin
An e-commerce link can be
included in Douyin videos 17TikTok
Usage 101 What to look forward to:
● 800 million+ active users globally ● Popular creators can share links to earn a
● 24% aged 25-34 and 41% aged 16-24 commission
● The main revenue stream for Douyin, the Chinese ● Brand catalogues
version of TikTok, is via in-app commerce. Expect ● Livestreamed shopping experiences
this in the future of TikTok worldwide
Key shopping features
● Creator tools: direct link to shop in bio
● Shopify partnership:
More info ➔
○ In-dashboard options on Shopify to run Shopping
campaigns on TikTok, including targeting capabilities:
and performance
In the west, limited
○ Easy to install and use the TikTok pixel to
capabilities but
track conversions on Shopify
○ Eligible merchants can claim a $300 ad watch this space:
credit for their first TikTok campaign expect to see a
boom in social
ecommerce on
TikTok
18Learn more at:
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