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Social media for Ecommerce: Which one to use in 2024?

A review of social media for ecommerce.

When social media first came on the scene, its goal was for people to connect with each other. But as these platforms evolved and their user base grew, brands and companies saw an innovative opportunity to reach new customers.

Without a doubt, a lot of water has flowed under the bridge of social media, and today, it seems unimaginable for a new business to be launched without having a presence on social media. Although the objective of connecting with people still persists, it is also true that social media are the main advertising platforms on the Internet, a throne that at the time was only held by Google.

Following the massive adoption of social media by people and brands, a new opportunity for businesses has emerged: social commerce. It is the ability to promote and sell products on or through social media. With millions of people logging into social media apps every day, it is the ideal possibility to grow a business.

Throughout this article, we will cover more about what social media ecommerce is, the benefits of using these channels, and how your brand can create its own social media ecommerce strategy.

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redes sociales para ecommerce

What is ecommerce on social media?

Social media ecommerce is the marketing practice of promoting an ecommerce business (typically an online store) using social media channels to generate brand awareness, increase online recognition, increase customer base and even raise sales. sales.

We mentioned social commerce earlier, which is a facet of social e-commerce: the act of selling products on social media. There is another facet called mobile commerce, which is the act of selling products on mobile devices (think: dedicated apps, mobile browser transactions, etc.).

Nowadays, ecommerce on social media is very common, mainly because 99% of all social media users access applications from their mobile devices, or in other words, from the palm of their hands.

The benefits of social e-commerce

For direct-to-consumer (DTC) brands that exist solely online and retailers that are shifting to an online presence, they need all the tools in their arsenal to drive sales on their website. It is advisable not to rely only on foot traffic, so social media replaces this tactic.

Social media ecommerce attracts new customers and gives you a ready-to-use online platform, but those aren't the only benefits. You should also consider:

Expand your reach and generate brand awareness

There's almost 5 billion social media users Worldwide. And while not every single one of those 5 billion will be your target customer, social media provides a great opportunity for those who discover your business. When you post to your social profiles, you offer users the opportunity to find your brand, follow your accounts, and potentially share your products with others they know.

Engage your target audience

Through organic and paid social media, you can directly create content for your target audience to reach and interact with those most interested in what you sell. Create social media posts that provoke some type of response—especially an exciting one—from your audience, such as a comment, a message, a like, or sharing a relevant third-party post. Always interact in the comments to facilitate conversations between your target customers.

Generate additional traffic and income for your business

And lastly, drive traffic to your online store and, better yet, drive sales. Promote your products. Show how they can be used and what pain points they solve. Make your audience want to buy your product and then offer a quick and easy shopping experience.

What do social media require for e-commerce?

Social media in ecommerce essentially require: a strategy and some tools. The tools can be for content programming or online reporting. Most strategies will detail how your company will market and advertise on social media, who the buyer persona or audience is, what content it will create, as well as how the interaction with followers will be.

Keep in mind that social media are about interacting with human beings and building a community around the values ​​of your brand or business.

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5 Tips to Get the Most Value from Social Media Marketing for Ecommerce

If you dedicate time and resources to e-commerce social media marketing and advertising, you want to make it worth it. Well, thinking about it, these are five tips that can help your business make the most of social media for e-commerce, which in turn will result in generating a better return on investment.

Look at them!

  1. Focus on the channels your audience actually uses, rather than the most popular networks overall. Of course this requires doing prior research.
  2. Set aside time to respond to user comments, questions, and reviews. This is perhaps the most important action related to your online brand reputation.
  3. Post photos and videos to generate even higher engagement rates. Almost all platforms today give a lot of importance to the video format.
  4. Boost or promote posts, like on Facebook, to increase engagement, views, and conversions.
  5. Partner with micro influencers to reach your target audience profitably. Influencer marketing is today a very powerful way to reach new audiences.

Which social media platform is best for eCommerce?

The three best social media platforms for eCommerce are: Facebook, Instagram, and Pinterest. Other platforms to consider are YouTube, TikTok, Snapchat and X (aka Twitter). Let's take a closer look at why we think these are the best social platforms for your social ecommerce efforts.

1. Facebook for e-commerce

With an audience of 1.62 billion daily users, Facebook is the most used social media platform in the world. Facebook's sheer size makes it a powerful marketing tool for eCommerce brands to run their paid advertising campaigns.

If you're trying to get your e-commerce brand out there, Facebook is the platform to use. Given that 78% of consumers say they discover products on Facebook, it has become an essential part of many e-commerce customer acquisition strategies.

Using a variety of market segmentation techniques, including age, gender, and location data, you can acquire new customers and retarget existing website visitors with on-page ads in news feeds and Facebook Messenger.

2. Instagram for e-commerce

Instagram is constantly innovating to make it easier for its 500 million daily users to shop through the platform. In 2021, a survey conducted by the social media giant revealed that 44% of people use its platform to shop weekly.

Instagram is a highly visual platform. So it's a smart channel to use if you sell products that you can showcase with photo and video content.

Features like Instagram Shopping, which attracts 130 million monthly taps, and Instagram Checkout have made it a key marketing channel for many e-commerce brands.

Available in a wide range of global markets, Instagram Shopping allows you to create an immersive store to help users explore products with a single tap. You can share products through your own posts and stories and create clickable tags that take visitors directly to product description pages.

3. Pinterest for eCommerce

Since Pinterest generates 33% more referral traffic to shopping websites than Facebook, Pinterest is a highly underrated eCommerce marketing channel. Recognized for its variety of highly visual and aspirational posts, Pinterest is a hotbed for product discovery and a highly effective full-funnel marketing channel.

Thanks to features like Rich Pins, an incredible 98% of Pinterest's 444 million monthly users have tried something they've seen on the platform. You can use Rich Pins to provide potential customers with links, references, and product recommendations to help them find everything from skin care products to inspiration for DIY projects.

According to The Social Shepherd, 77% of Pinterest users are women and the platform is most popular among people ages 18 to 44, so consider the demographics of your audience before you start using Pinterest.

Other social media for e-commerce to consider

4. YouTube for eCommerce

With 2.1 billion reported monthly active users, YouTube is the most popular video platform in the world.

Many of the biggest brands, including Coca-Cola, LEGO and American Express, regularly publish content on a dedicated channel, and with good reason. According to Google, 70% of people have purchased from a brand as a result of watching it on YouTube, but keep in mind that patience is key. You need to build your audience before you start seeing results on YouTube.

One way to add new subscribers quickly is to collaborate with influencers who have very large and active audiences on YouTube.

To increase conversions through YouTube, create detailed product video reviews or explainers that show how your product can solve your customers' pain points.

5. TikTok for eCommerce

TikTok, a relative newcomer to social media, allows you to upload and share videos up to three minutes long. With one billion active users in over 150 countries worldwide, TikTok has become universally popular in recent years and its highly engaged users make it a valuable marketing channel for e-commerce brands.

In 2020, TikTok launched TikTok for Business, which allows business owners to connect their online store and TikTok account. You can attract new and existing customers on TikTok by using hashtags, collaborating with influencers, and running four different types of ads, including:

  • Dynamic Presentation Ads: Offer personalized ads to your customers.
  • Collection Ads – Drive product discovery with curated product collections.
  • Spark Ads: Leverage organic posts to deliver authentic brand experiences.
  • Lead Generation Ads – Build subscriber lists and collect customer data.

If you can crack TikTok's algorithm and go viral, you'll rival the world's top brands in terms of engagement. An important piece of information if you are in the USA, try to keep up to date with the development of the legal relationship of TikTok versus the government.

6. Snapchat for eCommerce

Snapchat is a messaging app that allows users to share photos and short videos. With 363 million daily active users, Snapchat has enormous potential for e-commerce brands, particularly those serving Generation Z and Millennial customers. In the US alone, Snapchat reaches over 75% of the Millennial and Generation Z population.

You can run different types of ads on Snapchat to target your customers, including:

  • Snapchat Story Ads – Deliver ads through friends' stories or Snapchat Discover.
  • Collection Ads – Feature products that users can tap to get more information.
  • Dynamic Ads: automated ads that personalize your customers' shopping experience.
  • Lenses Ads: replicate the online store experience using augmented reality.
  • Filters Ads – Provides Snapchat users with branded filters to include in their content.

Since the average Snapchat user spends 30 minutes a day on the platform, you'll have plenty of opportunities to drive engagement through your ads. You can also use a variety of segmentation methods to target customers based on information such as: Location, Demographics, and Interests.

7. X (aka Twitter) for e-commerce

After a stormy purchase by its new owner Elon Musk, X is a complicated platform for e-commerce brands to generate revenue. The limitations around 280 characters and the short lifespan of tweets – now publications – have distanced some e-commerce businesses from the old Twitter. But these obstacles haven't stopped the 67% of B2B companies from using "X" as a marketing tool.

As with all social media platforms, you should consider the demographics of your audience before using X. With 63% of users between 35 and 65 years old, So, if your target customer is over 35, X is a platform you are likely to reach them on.

For ecommerce brands, the best way to drive engagement on X is through product videos, images, and giveaways, all of which can be leveraged with strategic hashtags and influencer collaborations.

X's algorithm rewards profiles that post new content regularly, so post a minimum of once a day to maximize audience engagement. Other engagement tactics to consider include:

  • Posts with images get 150% more retweets.
  • Tweets with hashtags generate 1065% more engagement.
  • Threads get 63% more engagement than tweets with links.


Well, as we have seen, in the world of e-commerce, social media have become an indispensable tool to reach new customers and maintain engagement with existing ones. Each platform offers unique opportunities that can be leveraged to maximize return on investment and help increase sales.

Facebook, with its huge user base and product discovery capabilities, is essential for raising awareness of your brand. Instagram and its visual approach are ideal for showing your products through photos and videos, in addition to having specific functions for e-commerce such as Instagram Shopping.

Pinterest stands out for its ability to generate referral traffic and its focus on product discovery. YouTube, although it requires patience and time to build an audience, offers significant potential thanks to its video format and collaboration with influencers.

TikTok, with its growing popularity and business features, is perfect for reaching a young and engaged audience. Snapchat, with its high penetration in Generation Z and Millennials, offers innovative advertising formats such as stickers and brand filters.

Finally, X (aka Twitter) is ideal for reaching a more mature audience, using image tweets, videos, and giveaways to increase engagement.

By leveraging these platforms strategically and adapting your approach to the characteristics and demographics of each social media, you can significantly boost the success of your online store, maximizing the full potential of social ecommerce.

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