6 social media platforms in e-commerce

Facebook is more than just “liking” and “sharing” a post. Instagram is further than just a photo-sharing app. Pinterest is used beyond just pinning items for later. These and other social media platforms are more than just what they seem. If used correctly and wisely, it can be the key to your e-commerce business’ success.


Social media platforms are now becoming e-commerce gateways. They’re being used to kickstart e-commerce businesses before jumping in operating a physical store or their own brand website. It’s much like their way of “testing the water” plus, it’s easier to attract followers through different social media platforms.

Not just jumping in the bandwagon, choosing the right platforms for your business is a must if you want to attract shoppers and your business to boom. Here are the most sought after channels e-commerce businesses use to get them on track.

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Photo via Facebook

Number of active users: 1.55 billion

Facebook is easy to use and navigate. Not only for personal use, Facebook is responsible for more than half of customer’s decision to purchase a product and 50% of referrals are accounted through the channel.

There’s no denying that Facebook is successful in bringing up your brand’s story as you start from the bottom. As time progresses, you will soon find your brand emerging from the bottom to the top thanks to great advertising placement and promotional tactics and equally to the number of people sharing your marketing materials.

The platform is also a useful tool for bringing news updates to your consumers, new deals, promotions and engaging with your followers.



Photo via Instagram

Number of active users: 400 million

Now, after surpassing Twitter’s number of active users recently, there’s no denying that Instagram indeed is a powerful channel to share visual content to other users. It’s no longer limited to photos as it has added a 15-second video upload in its platform — this is big for ecommerce companies wishing to expand on their marketing strategies.

Hashtags are the deal in today’s e-commerce industry. It’s keyword searching helped users easily find what they’re looking for. It even has more than 16 billion shared photos to date and it has no plans of slowing down soon.

We bet you’re following more or less than a dozen of Instagram retail brands. Transactions in Instagram is as seamless as there is in online website stores. Industries that we recommend to jump in Instagram are those of in: food, fashion, lifestyle, personalities and influencers; and luxury brands.



Photo via Polyvore

Number of active users: 20 million

It may not seem like it but Polyvore is the leading platform for ecommerce businesses; surpassing Facebook in a number of percentage. On that note, Polyvore is a social commerce site where users get to share tips, create looks as well as spread out fashion trends.

The social media channel is a great avenue for buying and selling products from the range of fashion items to home decor.



Photo via Youtube

Number of active users: 1 billion

The video sharing platform is most popular for merchandise and services, digital products, cosmetics and the works. Users are most certainly sure they can find anything and everything they need on Youtube from unboxing of a smartphone to product reviews.

With that, the channel is great for creating how to visual content, demonstrations and video advertisements and promotions. Brands that leans more and needs visual content to promote transparency with their products should definitely join Youtube.



Photo via Pinterest

Number of active users: 100 million

Although Pinterest has a small number of user base in comparison with the other social media channels aforementioned in the article, a large percentage of Pinterest users are women and most of them are moms.

Pinterest gets their market shares through antiques and collectibles, books and magazines, IT/computing and service businesses. The channel has a fair share of a player in social ecommerce. So be sure to make you “pin” visual content in strategic manner.



Photo via Twitter

Number of active users: 320 million

Twitter is great for community communication, customer service management and engagement. This is the field where the channel excels for the e-commerce industry.

Liberal use of hashtags, sharing of valuable content and tag conversations comes a long way in this channel.

You want to be where the people are on and study their behavior online. Determine the target market of each channels and your own business’ demographic as well. These social media channels are also great bridges for referrals.

How do you think these social media channels will help your ecommerce business? Share your thoughts with us!

About the Author:

Chie Suarez: When she couldn’t be found eating pizza or indulging on sweets, Chie writes for Zapals — a global shopping site that delivers one of the largest innovative online department stores to people in the world.