7 aspects of customer behaviour that are shaping the new era of ecommerce (episode 6 of 7)

In this sixth episode, we explore the central role of social media in shaping the future of online commerce. More than just sharing platforms, they have become full-fledged shopping channels, offering an immersive and highly personalized experience. Consumers, especially Millennials, have increased their time on these platforms during the pandemic, discovering new ways to shop that they will continue to embrace in the post-pandemic world.

We will analyze how social commerce has emerged as a key opportunity for brands and why it's crucial to follow this trend to meet the expectations of an increasingly connected and demanding audience.

You'll learn how businesses can leverage these new habits to strengthen customer engagement, particularly through influencers, online reviews, and communications built around authenticity and transparency.

Social networks are not simply a platform channel for locating and researching products – they are also a shopping channel, offering an immersive, attractive and hyper-personalised service. Consumers, and in particular millennials, spent even more time on these channels during the pandemic, exploring new ways of shopping that they will continue to adopt in the post-pandemic world.

6.Customers are social

SOCIAL CONNECTIONS IN THE DIGITAL ERA
Under lockdown, the French spent an average of 4.3 hours a day on their mobiles, with the most active users spending up to 6.4 hours (source App Annie). 42% of French consumers also admit to spending more time on social networks (Global Web Index), which offer them the ability to stay connected with friends and family and to keep up with the news. The video conferencing platform Zoom saw its user numbers multiply by 20 during the pandemic. WhatsApp recorded a 40% increase in usage. In an era of teleworking and lockdowns, digital tools have taken on a key role in the new habits of consumers who need social interaction now more than ever.

SOCIAL COMMERCE HAS BENEFITTED FROM THE SITUATION
This growth in usage has seen social commerce develop significantly. It has benefited from changing consumer behaviour and, in particular, by collecting data that can be used to offer shoppers ultra-personalised experiences. Even though people still have some concerns (59% are worried about payment security and 56% about product quality), 31% of consumers have already completed a purchase via a social network. (Global study by Mark- Monitor) These purchases have been preceded by a product search: nearly one in two millennials have already made product searches via social networks. (Global Web Index).

REVIEWS COUNT MORE THAN EVER
When taking a wider view of “social” commerce, it’s important not to forget reviews and ratings, which are increasingly taking on importance in the shopping process. Online reviews on Trustpilot, for example, grew 27% in March 2020. Influencers also played their part in 2020: many of them creative and engaged and committed to good causes. These were able to spread messages among communities that were more receptive than ever. Amid the healthcare and economic crises their messages focused on wellbeing and solidarity, subjects which were more of the moment than unbridled consumption. Once the recovery takes place, however, their influence on consumption will no doubt resume.

BEST PRACTICES
Brands need to take advantage of the rise of social commerce, which can help them target particular categories more precisely and offer personalised experiences. They should also ensure that their communication is tailored to the interests of consumers, who are refocusing on values, including authenticity and transparency. They can do this by using: - INFLUENCERS, who can help them get these messages across, especially if they work with them in co-creative mode. - REVIEWS and RATINGS which also serve as criteria in the product selection process.

Don't miss, in the latest episode:

7. Customers are local and omnichannel
The combination of lockdowns and environmental awareness has influenced consumer shopping trends

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