Technology is advancing every aspect of our lives. In fact, modern technology has simplified human life to the point where [we] are almost entirely dependent on it.”
How we purchase products and services is no different, hence the rise of eCommerce in recent decades. Convenience is a North Star of many of the platforms or services we use, giving brands and retailers a world of solutions to reduce friction, integrate consumer behaviours, and predict trends - all key drivers in the more recent technological advancements behind Social Commerce, or sComm.
Is sComm Gen Z's eComm?
Good or bad, our dependence on tech exists - especially for younger generations. In 2023, Gen Z Americans, on average, spent over seven hours per day on their phones - that’s almost an entire workday! sComm offers brands a way to create seamless checkout experiences for Social Media users without needing to leave the platform.
So, let’s look at 3 reasons why sComm is rapidly growing, and how Creator Marketing can simplify and enhance your Social Commerce strategy.
1. Seamless experience
I’m sure you’ve experienced it right? Scrolling through Instagram and seeing a product you like and at the click of a few buttons it’s on your way to your house while you keep scrolling. It’s really easy. TikTok storefronts are arguably even easier.
Social commerce combines the visual and personalized Social Media experience with the convenience of shopping online - often without even leaving the platform. In the U.S., Instagram users can benefit from an entirely integrated Instagram checkout experience, while most countries have easily adapted to the seamless Instagram Shop and purchase-from-website functionality.
Gen Z places more trust in Social Platforms - even turning to them as a search engine. While older generations grew up with Google, 46% of Gen Z’ers turn to TikTok and Instagram for information or to discover new things. Due to how younger generations use Social Media, they’re very comfortable storing and sharing their payment info through the platform vs. only purchasing directly from eComm sites.
Not to mention that Amazon has now just added shopping integration partnerships with TikTok and Pinterest (joining Meta and Snapchat), meaning all sComm and eComm giants are working together to make it seamless for all!
Ultimately, brands have an incredible suite of tools to offer consumers a seamless shopping experience. One that should work hand in hand with their Creator Marketing strategy to generate highly engaging, authentic content for their sComm and eComm storefronts.
2. The MOST targeted approach
Meet consumers where they are, you no longer need to fight to pull them off the platform and onto your site. The rise of sComm is fueled by the significant amount of time consumers spend on Social Media. In the U.S. alone, users spend 11.4% of their total daily media time and 17.9% of their digital media time with social platforms in 2024.
Wind back thirty years - imagine knowing you could have a shop front on the street where everyone spent 18% of their day, EVERY DAY. You know where the consumers are, so optimise the experience of the modern-day street (Social Media). Then, trust the algorithm built to find your consumer and use the results as an immediate feedback loop.
Adding fuel to the fire, Gen Z is more likely than any other generation to purchase a product after watching a review from a creator or influencer they follow, per November 2022 data from Deloitte. Creators can catapult your sales, especially when fuelling TikTok Shopping Ads, and we at TRIBE are here to help, just get in touch.
Seeing the trends in consumer behaviour, it is arguably more valuable for Gen Z brands to spend their time optimising to sell through platforms, via creators and social search than it is to build a perfect website experience supported by Google Ads!
3. Win-Win...Win-Win?
Yes, four wins.
sComm is a win for everyone; consumers, brands, platforms AND creators.
Social platforms keep consumers engaged, consumers enjoy the seamless process, brands increase their visibility & ease-of-purchase, and creators can earn even more by promoting the brands they already love.
sComm opens a whole new revenue stream for creators! Not simply promoting the product, but selling it directly from their posts. How much? Well, at the high end of the crazy scale - top Chinese livestreamer Li Jiaqi sold $2.9 billion worth of goods on the first day of this year’s Singles Day pre-sale period, doubling the sales record (which they also set) in 2021.
Or, take TRIBE creator Luke Cameron, now one of the highest-selling creators on TikTok Live Shopping, helping generate over £1M worth of sales in a single quarter.
Checking out with creators
sComm is the natural progression towards making shopping more convenient. From physical storefronts to eComm and sComm, we’re constantly shortening the path to purchase and condensing the sales funnel.
Whether you’re looking to integrate your Creator Marketing and sComm strategies or are just starting with selling on Socials, TRIBE can help. Our Tech, Team and Talent can take you from building a creator community for social-shop-ready content to running sComm-focused campaigns.
Who knows, maybe you’re about to sell $2.9b of product in a single day… just give the inventory team some prior warning!
