Social selling has become more popular and important during the Coronavirus (COVID-19) pandemic. Social commerce has advantages for both consumers and sellers by maximising the promotional effect. For successful social selling, attractive storytelling is essential. Healthy eating and sustainability could be key topics in the aftermath of COVID-19. In addition, gathering information through social media can help companies understand audiences better, which is a key part of marketing strategies.
Social selling has become more popular and more important during the pandemic as an expanded format of e-commerce, due to consumers spending more time enjoying social media at home. Social media enables consumers to get discounted prices for a limited period, and sellers can create marketing effects through word-of-mouth via social media.
In overall mobile commerce, the developed regions of North America and Western Europe lead the industry with advanced mobile applications and technology. However, South Korea, Hong Kong and China are prominent leaders in the development of social commerce targeting all generations.
For successful social selling, attractive storytelling content is essential. In particular, healthy eating and delivering informative facts about the functionality and sustainability of food, mainly targeting conscious consumers, could be initiatives and key topics to leverage in storytelling on the back of the pandemic.
A more advanced meaning of e-commerce is the concept of E-commerce Ecosystems, which has emerged in the retailing industry. Social media has been rapidly developed as social commerce by adding e-commerce functions, and it has recently been considered as one of the representative E-commerce Ecosystems.
Gathering information around conversations and messages from consumers through social media platforms can help companies better understand audiences and better target them with their products, and this is a key part of marketing strategies nowadays.
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