How Social Media Is Evolving Its E-Commerce Tools

Social media platforms have evolved their technology to accommodate the rise in online shopping over the past year and a half. While most platforms already had some e-commerce tools in place, they have become increasingly more dynamic to meet the changing demands of retailers and shoppers.

Digital news magazine The Drum explains some of the latest features in a recent article, beginning with Facebook. The social media platform had many e-commerce tools in place well before 2020, with targeted remarketing shopping ads.

Now, Facebook shop ads have become even more personalised, by displaying product selections which are based on users’ previous purchases. The article also reports that Facebook have plans to present special offers or promotions to select customers, to encourage users to buy directly through the site.

Pinterest has introduced dynamic product ads this year, which are created through a product feed or by uploading assets. Ads will be displayed to the user based on their search history on the site, so if the user searches for garden furniture, for example, they will be shown ads with the closest results to that search.

Tik Tok has been the runaway social media success story of the pandemic, with a massive 75% growth during 2020. The short-form video sharing app has now introduced Collection ads, which allow a company to combine their branding videos with relevant product listings. This will make it much easier for the user to act in response to an ad.

WhatsApp, which is owned by Facebook, is introducing a shopping feature on the WhatsApp for Business arm which allows customers to chat to a business before making a purchase, as consumers now expect instant messaging as part of their shopping experience. Roll out has already begun in the US, but as yet there is no news of when it will be launched in the UK.

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