Social commerce: a complete guide to boosting sales on social networks

In the dynamic landscape of online commerce, social commerce is emerging as a powerful catalyst for sales growth. This fusion of online shopping and social networks offers brands an invaluable opportunity to reach and engage their audiences more effectively than ever before.

What is social commerce?

Social commerce is the practice of integrating shopping elements directly into social media platforms. It is a natural evolution of e-commerce that capitalises on consumer engagement on social networks to facilitate online shopping.

Which social networks support social commerce?

Several social networks offer social commerce functionalities, each with its own advantages and opportunities:

Facebook

With its huge user base and online shop functionality, Facebook offers a solid platform for social commerce.

Instagram

Instagram's visual appeal makes it a natural choice for fashion and luxury brands, with built-in shopping features.

Pinterest

Pinterest is an inspiration-driven platform, ideal for visually appealing products and social commerce.

Social shopping and the luxury sector

The marriage of social shopping and the luxury sector is a powerful one. Luxury brands are renowned for their exclusivity and high-end aesthetics, making them perfect for social commerce strategies. Consumers are attracted by the ability to purchase luxury goods directly from their favourite social media platforms.

How can you increase sales on social networks in the luxury sector?

Create an immersive buying experience by using high-quality videos and visuals to present your luxury products in a captivating way.
Use well-known influencers in the luxury sector to authenticate your brand and expand your audience. For example, luxury watch brand Rolex regularly works with world-renowned ambassadors such as Roger Federer, reinforcing its image of exclusivity and prestige.
Offer exclusives to customers who buy via social networks, such as product previews or special offers. For example, the Louis Vuitton fashion house organised an exclusive sale on Instagram, where customers had the chance to buy items from the new collection before they were officially released.

Examples of effective social commerce strategies

Sup de Luxe

Sup de luxe offers an online MBA programme specialising in luxury, demonstrating how the luxury sector can leverage online commerce to educate and engage future industry professionals. Their approach combines an active social media presence with high quality educational content to attract an audience interested in the luxury sector.

Gucci

Gucci uses Instagram to showcase its luxury products in an artistic and inspiring way, with built-in shopping features to make shopping easier. Their posts showcase not only the products, but also the history and heritage of the brand, creating an emotional connection with customers.

Dior

Dior has collaborated with renowned fashion influencers to showcase their collections on Instagram, creating instant buzz and sales. This strategy allows Dior to reach a wider audience through the notoriety of the influencers and capitalise on their credibility in the fashion industry.

Social commerce offers a strategic opportunity for luxury brands to increase their online sales while strengthening their presence on social networks. By exploring examples of effective strategies, these brands can thrive in the digital age while preserving their distinctive aesthetic and exclusivity.