News By/Courtesy: Nikitha M | 26 Jul 2020 15:57pm IST


  • What is social Commerce?
  • Social commerce focusing mostly on smaller cities
  • Marketing strategy used

Social commerce is a new form of digital commerce which is a combination of both e-commerce and social media. It uses social networking sites such as Instagram, Facebook, Whatsapp, and various other well-known platforms for sales and promotion of products and services. Social commerce is not just a purchase or a transaction, but an extension of the actual social networks that govern online interactions and activities.

The advertising of social commerce in India uses the most traditional method which is word of mouth. A person is more likely to buy something if it recommended by someone they know and trust. In this way, friends and families help the small and medium scale seller to build a digital platform/marketplace for their products.

The social commerce platforms show a variety of non-branded apparel, groceries, and local handicrafts. Social commerce focuses mostly on the middle income and lower-income segments of the society that are from non-metropolitan cities. The social part of these platforms is mainly for users to get better deals or earn money by rounding up their friends and families to make purchases through them.

E-commerce uses the pull marketing strategy to attract customers to buy products from their websites, where the company spends money to pull customers on its platform with the idea that they will purchase it. It means people make use of the e-commerce platforms knowing what they want to purchase. They search for the product, compare the prices across buyers, and purchase it. Whereas, in social commerce, the strategy used is push marketing where the product is pushed onto people’s phones through social media platforms and make the people develop an interest in buying their product. Customers on social marketing platforms make impulsive buys.

In social commerce platforms, someone who knows your choice sends you a few personalized recommendations of a product based on your likes and preferences whereas e-commerce platforms show thousands of results for the product you search.

Social commerce is successful because of their inherent trust factor as well as the use of platforms that the people are already comfortable with and hence social shopping will continue to grow leaps and bounds.


This article does not intend to hurt the sentiments of any individual, community, sect, or religion etcetera. This article is based purely on the author's personal opinion and views in the exercise of the Fundamental Rights guaranteed under Article 19(1)(A) and other related laws being enforced in India for the time being.

Section Editor: Pushpit Singh | 26 Jul 2020 17:14pm IST

Tags : Social Commerce

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