Buying online has evolved greatly from its early days. As the internet continues to advance, so too does the choice regarding the ways in which we buy online, expanding into social ecommerce.

Making purchases using specific retail apps which already have our card information securely stored, using click and collect methods to order products, signing up to Amazon Prime which gives customers lots of services through their single portal or using Apple Pay, Paypal and World Pay to pay for goods offer many options, not forgetting the standard payment gateway websites that we are all too familiar with.

The likes of Apple Pay and Paypal are most definitely making the process of social ecommerce easier. By eliminating the need to keep re-entering card details, these companies allow customers to make payments quickly and securely using their smartphone because their customers card details are already stored within their systems.

Our desire to have our orders processed quickly is at the top of our list and now its social media are looking at social ecommerce for how they can also integrate and have an impact on this.

Up to now customers would see new trends on their social feeds and would then go and browse the respective website to buy goods. The likes of Instagram and twitter is changing the way in which we buy products by enabling social media account holders to click on images of products and then provide a link directly through to buy the item so that they can bypass the company website and solely use their social ecommerce platform.

So what does the future hold for e-commerce in general?

Paying through social ecommerce – i.e. being shown a product through your social media feed and then having the opportunity to buy immediately through social ecommerce, will make the buying experience for customers far more slicker. Linking straight through to Paypal / Apple Pay will eliminate a lot of time and purchasing stages for consumers.

Advertising – It is proven that targeted advertising does indeed work. IT users would rather look at targeted advertising than view random untargeted ads. The challenge now is how companies will still use this method under new GDPR legislation.

Email Marketing – Email marketing has been around for some time now and is showing no sign of decreasing. In the DMA’s latest Email benchmarking report 2018, it demonstrates that emails are opened 18.1% of the time with a click through rate of 1.9% year on year. According to the report, the top three most opened emails came from finance (25.0%), not-for-profit (21.8%) and retail (19.3%) sectors. This clearly shows how beneficial email marketing is for businesses wanting to connect with customers.

Videos and influencers – The growing trend of demonstrating products via video continues to increase. Influential YouTube videos and vloggers are growing their own businesses online by presenting products to audiences who like to watch videos and demos. Clicking through to directly buy the product having watched the demo is an important part in completing the purchasing experience.

Are you operating an e-commerce business within the UK and looking to integrate with social ecommerce to promote goods? Here at Crendon Insurance we support companies who require online retail insurance to protect the storage and transportation of stock. Whether you are a new business starting out, or a well-established company, our policies are scale-able to cover many levels of turnover. Please see our online retail insurance page for further information.

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