Shop Smart, Shop Social: How Social Media Is Changing the Retail Game

In the past, people did not find it secure to shop online for products like Fruit of the Loom SF45R. However, the pandemic changed the perception of people and pushed people to shop online. Thanks to social commerce and social media giant, Facebook, in particular for bringing the philosophy “shop smart and shop social.”

Besides, Facebook has revolutionized the old pattern of ecommerce and the buying behavior of consumers. Put differently, it has changed the retail game while opening the doors for social commerce (social media and ecommerce).

Nevertheless, there are more than a few social media platforms today that allow one to shop online. In this post, we shall tell you about social media platforms that have changed the retail game. Before that, we shall have a look at how social media has changed the buyer experience of online shoppers.

How Has Social Media Changed the Buying Experience of Online Shoppers?

Social media platforms have contributed in various ways that have changed the buying experience of online shoppers. We have mentioned about those changes below:

1.     Has Made Buying More Convenient for Online Shoppers

Social media platforms have made buying easier than ever for online shoppers. You can easily find the best deals and compare product prices with a few clicks on these platforms. First and foremost, you can buy products directly through social commerce platforms without leaving them. All of these things have made buying more convenient for online shoppers.

2.     Provides Shoppers with a More Immersive Experience Online

Many companies nowadays capitalize on social commerce platforms to provide shoppers with an immersive experience online. As an example, they pay influencers for unboxing videos and affiliate marketing. It encourages prospective buyers to finally buy the products online, especially after watching influencers advertising products in their videos.

3.     Encourages Brands to Build Their Online Presence and Win Customers’ Trust

The online presence of brands allows them to get more followers on social media over time. Eventually, it makes brands win customers’ trust with followers buying from them. Most importantly, it helps brands increase their sales.

4.     Caters to Customers at Different Phases of a Customer Journey

Usually, companies adopt marketing strategies based on the customers they target. Put differently, they offer products to customers at different phases of the customer journey. For this reason, they should have a different marketing strategy for each phase of the customer journey.

Luckily, social commerce platforms allow companies to target different customers easily. As an example, Facebook targets customers at the early stage of the journey. In addition, Twitter targets customers in the discovery phase. Based on this example, you can understand how social commerce caters to different phases of the customer journey.

5.     Social Proofs That Influence Buying Decision

Social proofs on social media platforms also influence the buying decisions of online shoppers. As a powerful marketing tool, they help brands increase conversions, provided that social proofs convince customers about buying specific products. Besides, brands can enhance the authenticity of social proofs via promotions (Big Summer Sale), discounts, and influencer videos.

How Is Social Media Changing the Retail Game?

Now, it is time we tell you about how social media is changing the retail game. Basically, there are three major platforms that have revolutionised social commerce plus the philosophy shop smart shop social. Those three social media platforms include Facebook, Instagram, and TikTok.

1.     Facebook

A new way to shop online today is Facebook shops. Brands are already taking advantage of this free tool that the social media giant has created. Besides, the Facebook marketplace initiated in 2007 and expanded in 2014 with its first “Buy Button.”

However, Facebook did not stop there and started Facebook shops in 2018. Facebook shops allow businesses to start shops on their Facebook pages to reach more customers. You can directly purchase products from these shops without leaving the platform Facebook. As an example, you can find and buy Fruit of the Loom wholesale apparel at a Facebook shop.

Furthermore, Facebook has also acquired Instagram and WhatsApp over time to expand its market potentially even more.

2.     Instagram

Instagram is a constantly evolving social media platform that the social media giant Facebook acquired in 2012 for $1 billion. Besides, Instagram as a social commerce platform started with its simple CTA (Call-to-Action) button in 2015. Over time and in 2018, it has developed as a complete online shopping platform.

Besides, Instagram allows retailers to reach a massive audience and augment sales via video & photo content. Therefore, Instagram is not just a photo-sharing app today, which its CEO has also confirmed.

Not to mention, Instagram has also integrated with ecommerce platforms like BigCommerce and Shopify. In addition, Instagram has also launched a Reel feature to compete with TikTok.

3.     TikTok

TikTok is a video-sharing platform that has also become very popular among the younger generation. Users can create and share short videos on TikTok about anything, such as cooking, makeup, and so on.

Moreover, many businesses have also adopted TikTok as a platform to reach younger customers. Not to mention, younger people are more likely to buy products than older people.

Besides, TikTok allows small businesses to approach customers through its partnerships with reputable companies. Nike and Uniqlo, to mention a few of the honorable names.

These are three major social media players that have changed the retail game when it comes to online shopping.

Bonus Tips on Using Social Media to Boost Sales

You can boost your online sales on social media if you capitalize on the following tips:

1.     Create a Product Catalog

A product catalogue with products, prices, and descriptions can help you boost sales on a social commerce platform. How? It will provide customers with the information they are after about your products before making a purchase.

2.     Use a DPA (Dynamic Product Ad)

You can use a DPA to promote your product or service on a social commerce platform. Besides, dynamic product ads help you reach the target audience with enhanced visual interaction.

3.     Capitalize on Lead Generation

Adopting the right lead generation tactic, you can make your product sell. You can use Google Trends or Insights in this respect to your advantage.

4.     Exploit Messaging Campaigns

You can exploit messaging campaigns on social media platforms, such as Facebook, to maintain consistent contact with your customers. It will allow you to provide your customers in the customer journey with the timely information they need. Most importantly, it will help your customers make informed decisions about buying your product or service.

5.     Upload Content That Encourages Purchases

In order to make the most out of your in-store traffic, upload content that encourages users to visit your store. As an example, you can share posts related to deals and discounts on social commerce platforms. It can help you bring more traffic to your store, and most importantly win sales in return.


Social commerce and social media giant Facebook have changed the perception of shopping online. Moreover, social media has changed the buying experience of online shoppers in various ways. As an example, it has made buying online more convenient, and it also provides shoppers with an immersive experience. The three main social media players that have changed the retail game include Facebook, Instagram, and TikTok. To finish, they have made the philosophy of shop smart and shop social very popular.

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