‘Social commerce: Why basic bots and buy buttons are not enough’ – EConsultancy
Nikki Gilliland says, “Social commerce hasn’t quite taken off in the way it was predicted to.
It seems that despite mobile commerce rising in popularity – and with one in four users trying to purchase a product on social last year – many brands have struggled to find the right balance between social media and ecommerce.
In fact, a recent survey suggests that 45% of adults have no current interest in clicking on a ‘buy now’ button, while a further quarter don’t even know the technology exists. Meanwhile, many brands are scaling back on chatbots after Facebook reported a failure rate of 70%.
So, how can brands make social commerce appealing to users, as well as ensure the process is seamless across channels?
This was a question asked at a recent event held by We Are Social, where a number of brands spoke about their previous experience and what they think will be the key to success”.
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