Maybe Pinterest and Instagram will be more motivated for people to make purchase compared with Twitter and Facebook in the future.
E-commerce and social media have interaction for years. Nowadays, their relationship become more and more clear. Both Twitter and Facebook are going to have some tests to bring to the shopping experience directly in to social streams.
Many vendors offer ways to add e-commerce in to the social media environment, mainly driving users to online storefronts with links in social posts. Now Facebook and Twitter are both working to make the experience more perfect. You can complete the purchase only click one or two without leaving the social network. However, how many people want to shop in the place where they go to connect with friends? Will many people pause to tap “Buy” while scrolling through discussions about current events?
Answers aren’t so clear yet. According some report e-commerce has pulled in $293 billion in sales in the last year. Therefore we can’t ignore the potential market in social network.
But how many people will want to shop on social media?
Many analysts doubt that Facebook and Twitter will prove that they will be the major e-commerce players. Because they are general interest networks, the thinking is that most people go there for reason other than shopping. And history is damning. An investor at Andreessen Horowitz, Chris Dixon said that Facebook is like Starbucks where everyone hangs out but no one ever buys anything.”
However in Pinterest, people flock to the social bookmarking site to explore products that they are interested in and might want to purchase. According to Pinterest report, two-thirds of its content more than 30 billion pins come from business. Pinterest isn’t currently working on a buy button but its Rich Pin feature shows pricing and availability of items from e-commerce sites. And if the price drops, people will get an email.
Instagram is also a discovery engine and several third-party vendors have created workarounds that make Facebook’s visual social network shoppable. For example, enables users to bookmark their Instagram likes on a custom landing page and the brands using the service are seeing 60-70% click-through rates.
Some people thing Buy buttons are part of a trend of ecommerce transaction being decoupled from retail. And some analysts believe that Pinterest and Instagram might probably be the most favored networks. Some are worried about Facebook and Twitter because the Google search of the products not random impulse buys but usually the final step before sale. And this is why Google search is so powerful for commerce.
However, there might opportunities for sales of items with short shelf lives, such as concert or movie tickets, and relatively low friction. Facebook seems like a better choice than Twitter because the latter is so news heavy and fast moving.
But the question comes that does it still suck or is there maybe promise? And what we are saying is well there may be promise with these discovery engines. None of them have proven anything yet; no retailers are telling us a different story.
The only thing changed is that discovery engines. There are some new products out there potentially with the Facebook Buy button that are different.
In other words, social media’s relationship status with e-commerce remains an unsatisfying .It’s complicated, but there are signs that we’ll have more clarity on the matter in the near future.