Social media has come in leaps and bounds since its inception. No longer just a platform for connecting with friends and family, social media has developed into a money making, brand growing and community driven machine. Social media is now an important and pivotal channel for any digital marketing strategy, and we rarely come across a brand that doesn’t have a strong presence on at least 3 of the main social media platforms. 

The rise of direct to consumer online shopping has grown dramatically over the past decade and while it is still new when compared to traditional bricks and mortar shops, technology has rapidly allowed brands to trade solely online, with successful brands selling straight from social media without the need for a walk-in store. 

The recent upgraded features of both Instagram and Facebook have driven brands to sell directly via social e-commerce with the underlying theory that the majority of key consumers are already on these platforms, so why not connect to them where they are?

There is no hard and fast rule when it comes to applying a successful e-commerce strategy as your positioning will depend on your brand and overall objectives. Just be aware that getting it right will take a few A/B tests. 


Organic Strategy


Social media is one of those platforms where you don’t have to pay to play to find success. A strong growth minded organic strategy can help you gain authentic followers who will engage with your brand because they are genuinely interested in the product you are trying to sell. 

How consumers find you is a little bit harder with an organic strategy because you are not paying to put your brand in front of them. 

Ways to boost your organic social e-commerce strategy

  • Use existing positive reviews to gain trust 
  • Research and use relevant hashtags to capture interested consumers
  • Personalise your approach when interacting with consumers
  • Have a killer client service or customer care offering
  • Explore user generated content or competitions to increase interactions


Paid Strategy

There are a ton of different creative options to use when setting up a paid strategy for your social media ecommerce. Paid advertising can get you in front of a lot of new consumers faster and with precision.

Ways to set up your paid strategy

  • Paid advertising and sponsored content, boosting posts
  • Use audience metrics to capture like-minded consumers
  • Source influencers who can help boost your brand to their engaged followers
  • Create a partner or an affiliate program

Optimise your social media ecommerce channels

Using social media channels such as instagram and facebook’s ecommerce platforms you can create an experience on social media that flows right through the discovery phase to the purchase phase seamlessly. 

As they are both owned by the same company, Instagram and Facebook share the same backend. Your next steps here are to simply upload your already existing product catalogue from your website’s ecommerce function. 

Once your products are loaded, you will then be able to tag them in both your paid and organic strategy. 

Ensure your product names and descriptions are updated and optimised for SEO and your catalogue is up to date prior to uploading everything to avoid any errors. 


Insights and analytics

There are some fantastic tracking tools embedded in social media platforms and it pays to pay attention to what your insights are telling you. Which posts have performed the best? What times of the day are capturing your customers? Which products are selling and why.

  • Take a look at google trends in your category to see what consumers are searching for
  • Rely on your comment or the comments on competitors to gain valuable insight into what the customers are telling you. 
  • Analyse your Google analytics and see which products are drivers to your website


Authenticity and brand voice

For any social media ecommerce strategy to perform, content needs to be actioned and strategised with authenticity and a strong brand voice. 

Unlike bricks and mortar stores which are bound by location and convenience, online ecommerce platforms are competing with 1000’s of similar businesses’ from all around the globe. Here it pays to be authentic and true to your brand, think about and harness your USP’s to help stand out from the crowd. What makes your brand and product truly authentic and ask yourself what is in it for the customer. Do you have amazing customer service? So does everyone else…so what makes YOU unique. 

Pushy sales on social media will not gain you lasting engagements or consumers, remember social media is their downtime, so they won’t take too kindly to being sold to. 


Like with any strategy things will change, It’s good to keep in mind that social media algorithms and the way customers consume products can change overnight, so it’s best to keep testing and trialing what works for you and your brand.

Want to have a chat about your social media ecommerce strategy? Feel free to drop us a line or send an email with your queries. We love to talk all things digital and do so with a free consult.