The internet is undergoing a global social revolution and we’ve barely scratched the surface of what social commerce can become. While brands recognise the importance of social media as part of their marketing mix, some may not yet fully grasp the implications of this online social revolution. 

Across Southeast Asia, social media has transformed from mere entertainment hubs into the primary avenue for new product discovery, brand consideration, and product research. Within the APAC region, Southeast Asia boasts a particularly dynamic social media market, having recorded some of the highest daily time spent on social media. From TikTok Shop to Instagram Checkout, every major social platform is striving to attract users and encourage in-app spending.

Consequently, it is important for ecommerce strategies to seamlessly integrate with the overall digital brand experience to provide the best possible customer experience. 

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The rise of social commerce offers plentiful opportunities for sellers

Social commerce is not a 'stand-alone' sales channel, as it can serve multiple purposes within a powerful consumer engagement ecosystem. It offers a myriad of advantages for sellers looking to thrive in the digital landscape:

• Brand discovery: Social media has evolved into a primary search engine for many consumers, making it an invaluable platform for brand discovery.

• Captive audience: Significant reach and customer engagement are hallmarks of the social commerce landscape, presenting immediate access for merchants.

• Cost-effective targeting: Content marketing is possible even for small marketing budgets, and is essential to foster brand loyalty

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Not all smooth-sailing: Challenges in the social space

While offering a wealth of opportunities, social commerce proves to be challenging for some sellers, citing brand differentiation, adapting to changing consumer preferences, and handling customer feedback as the top challenges they face.

These challenges are not unique to social commerce, but compounded by the unique features of social platforms, sellers have to get creative navigating around them. 50% of sellers find creating effective content challenging: frequent social media posting has now become a given, but complexities escalate as users grow more discerning of brands' marketing techniques.

Additionally, 48% of sellers also struggle to keep pace with platform algorithm changes, exacerbated by diverse platform demographics that require tailored marketing strategies.

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How to build a winning social commerce strategy

Ninja Van's latest whitepaper proposes a "Reduce, Reuse, and Recycle" strategy for content marketing in social commerce, addressing key challenges faced by sellers.

Minimise Effort, Maximise Impact:

• Simplify content creation: Develop replicable templates for evergreen content that consistently performs well. Leverage user-generated content (UGC) as social proof, highlighting product effectiveness and desirability.
• Weather the algorithmic currents: Build brand communities beyond social platforms to deepen customer engagement and foster loyalty. This grants greater control over brand perception and customer interactions.

Don't Neglect Your Home Base:

While social media reigns supreme for online sales, websites remain crucial touchpoints in the customer journey. Investing in website optimization ensures seamless conversion for social traffic, driving both short-term sales and long-term brand loyalty.

Embrace the Future, Control the Currents:

The rise of social-first commerce platforms presents a chance to extend brand influence and build deeper connections. However, navigating the shifting tides of social commerce requires proactive measures. Building your own communities or other controlled spaces allows you to dictate brand interactions and create safe harbours for enduring success.