Social commerce is a mechanism that sells products and services by multiplying social media (SNS) and e -commerce.Conventionally, SNS for EC operators is a place where products, services and fans are connected through posts, and are widely used as a marketing platform for phases other than purchasing as a place to gain recognition and interest.I was.

However, in recent years, product tags and shop functions have been added to Instagram, and the use of live distribution by e -commerce operators has become an important role in the purchase phase of the product.In other words, SNS, which used to communicate with information dissemination, collection, and interact with fans for EC operators, has changed to a platform that can actually shop online.Here, we will explain in detail about social commerce that is indispensable for future ECs.

What is social commerce?

For "social commerce" in a broad sense,

There are various forms such as.In this article, I will focus on the story of SNS type, which will be particularly important in the future, especially social commerce on the mainstream Instagram.

Shopping mechanism on Instagram

"Product tag" is the core of Instagram's shop function.If you link your own EC site and the Instagram account and upload a product database (product catalog), you will be able to attach product tags to photos and videos.Consumers can browse the details of the product on Instagram by tapping the tags that are interested, or moved to the company's e -commerce site product page.

When there is no product tag, even if you look at the image and think "I want this!", You can only move from a corporate profile to the top page of the e -commerce site, and "Search from the category" → "Applicable product."Several steps such as "searching" occurred.In addition, if you have a lot of similar designs like clothes or products that are difficult to distinguish colors like cosmetics, even if you narrow down two or three products, "Which photo is the product after all?"In many cases, I was wondering.

Such user behavior has changed drastically with the appearance of the product tag.

In June 2020, the "Shop Function", which allows you to open an online shop for free on platforms such as Instagram and Facebook, appeared.Companies will be able to set up a button called "Seeing Shop" in the profile of their own account, and enables expressions that emphasize the world view, such as displaying lists of products in the shop and showing multiple products as a collection.became.

At this time, only creators who have corporate accounts or their own brands can use tagging and shop functions, but in the United States, creators are also testing for functions that can tag products from other brands.

In addition, in the United States, we also have a check -out function that will be completed to the Instagram settlement until the payment at the time of purchase, and in the future, in the future, it is smooth while looking at the post and thought "I want it!"It is expected that the purchase will be completed in the application, the basket drop will decrease, and sales will increase.

The attraction of Live Commerce is that you can provide CX close to offline stores

Live Commerce is a method of introducing and selling products through live distribution functions in SNS.In China, this live commerce market is said to be rapidly expanding to 2 trillion yuan (32 trillion yen) in 2021, and in Japan, it is a sales method that has been growing since Corona whirlpool, and apparel brands are Instagram.The movement to utilize "Instagram" is spreading.

The advantage of live distribution is that you can convey the content that cannot be conveyed on the EC site in words and videos, to convey the charms and characteristics over time, and the product you want to focus on, and seem to be moving.It is possible to provide a purchase experience close to offline stores, such as showing or being able to answer questions from consumers immediately.

In addition, even if it does not lead to purchase on the spot, it can be expected to expand the cognition of products and brands, improve brand royalties by careful communication, and visit the store at a later date.

Reasons why live commerce is not as popular as China in Japan

At the moment, in Japan, "Live Commerce" is still small.However, in the future, the purchase rate of users can be expected to improve by (1) the conductor to the products being distributed live, and (2) the fun and value of communication in the live distribution itself.

Regarding (1), it is difficult to create a conductor to the EC site during live distribution.After the distribution, it is common to attach a product tag when posting live archives (recording) and the product introduced to the feed, but in the United States, the live shopping function of Instagram and Facebook is being tested in the future.It is expected that the product tag can be used during the live, and the product will be displayed on the screen during distribution, and it will be possible to purchase it in real time.

Regarding ②, it is important to create values other than discounts.The main reason I feel like "Let's buy here now!" Is still cheaper than buying it, but Japanese companies tend to do a significant discount, and as a viewer, "Then, later.It will be the psychology of "buy" or "Let's look at the real thing at the store", and it is difficult to connect to the purchase on the spot.

If it is difficult to discount, it is important to devise the content of the content and make the most of the interactive communication peculiar to live commerce to enhance the value of the live itself.

The background of the support of live commerce so much in China is that it is conducting significant discounts such as 50 % off and 70 % off in China, and it is easy to make fake things out as a market characteristics.This is because the brand official transmission = the sense of security that it is not fake is a clear reason why you have to buy it on the spot.

In Japan, I think it would be better to implement it as a tool that can communicate with viewers as a measure for improving the awareness and understanding of brands and products in the interests and interest phases.

Difference between social commerce and existing platform

Differences between social commerce and normal EC

From now on, I will explain the differences between social commerce and existing sales methods.The difference between social commerce and regular EC is that the conductor from discovery to purchase is smooth and that consumers are given a positive impression in purchasing behavior.

In normal EC, in the case of advertising, demand is evoked to purchase, but in social commerce, "I am interested in seeing posts such as companies, friends, and influencers on SNS that consumers use on a daily basis."→ "Move to the brand account" → "Move to the product page", the feeling of "want" will be created on SNS, and you will be able to move to the purchasing behavior with the high heat.

Because demand is generated due to spontaneous factors, the psychology of consumers is not a passive shopping that was influenced by the advertisement, but rather "I want you to see XX -chan's post / live show.It will be an active shopping like "I bought".In other words, you can shop without feeling like "I bought an advertisement, etc.", and as a result, the satisfaction of shopping is increased.

Consumer purchasing behavior has changed since the 1970s and 1980s, such as "consumption" in the early 1990s and early 2000s, and "Immit consumption" since 2010.Until now, passive shopping such as "distributing ads" → "worried" → "checking" → "buying" was the mainstream, but in social commerce, SNS's own account, influencers, and general consumers.Utilizing the posts to the fullest to fully convey the brand's world view, let consumers fully understand and sympathize with brands and products, and have them purchased spontaneously instead of passively.It can be said that you can provide a purchasing experience in line with the times.

Difference between live commerce and TV mail order

There is a TV mail order as an existing sales method that is close to Live Commerce, but the main target of TV mail order is an annual distribution of those in their 50s or older, while young people in their teens and twenties are the main target.The change in the distribution terminal from TV to smartphone is not simply a "change" that combines the change of life style and generational trends, rather than simply moving to a mobile device / platform.This "change" allows you to reach an efficient reach for young people.

In addition, TV mail order broadcasts the program included in advance at the prescribed time, but live commerce can communicate in two directions.You can also pick up the comments received in real time and answer them, which will be more satisfying for viewers.Furthermore, when you want to order, you can order on a TV mail order from a device you are watching in a live commerce, while searching or calling on the web or calling it from another terminal.It is a great attraction that one terminal is completed from cognition to purchase.

What is the case where social commerce is suitable?

So far, we have talked about the characteristics of social commerce and the differences from existing sales methods.You may be worried, "When is it really suitable?"To summarize the explanations so far, social commerce is "can handle it from discovery to purchase at a stretch, the wiring to purchase is smooth, the compatibility with the young people is high, and live commerce can communicate in both directions."Because it has a feature,

It is considered effective in such a case.If you are a business operator that applies to the above, why not consider introducing social commerce?

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