Social Media Platforms and specifically Facebook probably had high expectations for e-commerce, but it seems that either it, or the brands and businesses present on the social networking site, are out of sync.
The way Facebook is handling the eCommerce platform is not the idiosyncratic way to active communication since there is not any direct opportunity to buy anything.
Facebook is failing brands by making it difficult to engage in eCommerce on the site. In such circumstances, it becomes very tough for the eCommerce businesses to highlight that they even have a shop.
Since the updates in Facebook are way to frequent, every redesign on the site involves yet another reworking of one.
Facebook also deliberately wants all transactions to be carried out via their own checkout system.
Since other methods of checking out aren’t integrated to use Facebook registration as a common means of registration, users are forced to go through multiple logins for delivery and payment info.
This tedious, frustrating process is a conversion killer that leaves the consumer better off going out of Facebook to shop where the process is more streamlined and reliable.
A lack of natural navigation for visitors, both in finding a shop and checking out is yet another failure of Social Media Commerce.
Users of today are smart enough to have experienced enough good communication to easy-to-use shopping. When users don’t get what they want it, they just go elsewhere.
The Social Media Platforms still have a very high, loyal, and active user base. If the brand has got customers, it is most probably true that they are on Facebook.
Another possibility is that they react to pure advertisement differently than the way they react to the real content.
The number of people making purchases from their home is increasing day-by-day. For many of them, social media platforms could be the first place to look for an opportunity to make a purchase, or one of the most important starting points.
Social media platforms are the ones that promote ‘Word of Mouth’ marketing in its best form.
Once the purchase is made, many Facebook visitors happily talk about brands, recommend products, and share shopping experiences on Facebook. It is a ripe for a well-designed social media commerce approach.
It is of utmost importance that the brands needs to maintain their relevance on Facebook with engaging and topical content that activates fan, make them into their brand advocates, and creates a presence for the brands via their new fans.
Will you be successful in selling an item to a group of people sitting in a bar enjoying a beer and reminiscing the good old days?
The social media platform commerce user is user hostile. Users are compiled to login to their social media accounts, shopping cart sign-in, payment gateway sign-in, etc. On the other hand, Amazon shopping is quite simple and has a sophisticated payment gateway.
Summarizing, the structure of the social media platform forbids a culture of commerce acceptance.