We are in the midst of the Social Commerce 3.0 boom: social networks have gone from simple storefronts to true integrated shopping platforms. TikTok, Instagram and emerging ones like BeReal and Discord Shops offer seamless shopping experiences without ever leaving the app. For marketers, understanding this evolution is vital: it’s not just about visibility, it’s about optimizing every stage of the funnel, from discovery to checkout.
Social Commerce 3.0
In this article we will delve into:
- New integrated store functionalities.
- Strategies to maximize each phase of the social funnel.
- Cases of successful brands.
- Essential tools to measure ROI.
We accompany you on an AIDA (Attention-Interest-Desire-Action) journey so that your e-commerce conquers the networks and converts views into sales.
1. Attention: Native Discovery and Visibility
The first stage focuses on capturing looks and curiosity within the feed or reels.
1.1 Native and creative content
- TikTok Shopping: uses UGC (user-generated content) to boost authenticity.
- Instagram Reels with “Shop” tags: integrate products directly into the video.
- Explore on Pinterest and BeReal: take advantage of shoppable pins and ephemeral posts.
Example: Sustainable fashion brand EcoWear collaborated with micro-influencers on TikTok, generating an unboxing video that included links to their integrated catalog. Result: +40% new followers and +18% CTR to the store.
1.2 Shoppable advertising
- In-Feed ads with catalogFacebook and Instagram allow tagging up to 30 products.
- Live Shopping Ads on TikTok: combines live streaming with shopping links.
Case study: A beauty retailer got 22% more clicks on Ads after migrating from generic banners to shoppable ads with product tags in Instagram Stories.
Interest: Engagement and consideration
Once you have captured the attention, you must deepen the interest and educate the user.
2.1 Educational content and storytelling
- Carousel product guides: shows uses, benefits and comparisons.
- Interactive stories: surveys, quizzes and product stickers.
Example: An electronics brand posted a carousel on Instagram comparing three models of headphones, getting 30% more saves and 12% more clicks to the product.
2.2 Social retargeting and personalized collections
- Interaction-based audiences: retargeting users who watched a reel or interacted with stickers.
- Dynamic collections: personalized ads based on browsing behavior.
Result: A gadget e-commerce reduced its CPA by 25% by implementing dynamic retargeting on Facebook.
3. Desire: Optimization of shoppable content
In this phase, your goal is to transform consideration into a desire to buy.
3.1 Shoppable content on video and livestream
- Lives with demos: includes anchored links for real-time shopping.
- TikTok Collection Ads: combines short videos with product cards.
Success story: SportFit sports accessories brand SportFit achieved 35% more direct sales during a live event on TikTok thanks to flash offers and an exclusive code for the stream.
3.2 Social Proof and product UGC
- Review tags: show ratings and testimonials in the shoppable description.
- Customer galleries: integrates photos of users using the product.
Key Fact: 88% of consumers trust both reviews from other users and personal recommendations.
4. Action: Integrated checkout and conversions
The decisive moment is to offer a frictionless purchasing process.
4.1 In-app purchase boxes
- Instagram Checkout: complete the purchase without leaving the app.
- TikTok Shop: proprietary gateway that stores payment data.
Benefit: Reduces cart abandonment by eliminating redirects.
4.2 Last mile optimizations
- Instant confirmations: push notifications after purchase.
- Cross-selling and up-selling: suggest complements during checkout.
Example: A food delivery company integrated a “Recommended for you” in its social checkout, increasing AOV by 14%.
5. Measurement and ROI in Social Commerce
Measuring correctly is the key to iterate and scale.
5.1 Essential KPIs
- Social Revenue: revenue attributable to each platform.
- Conversion Rate (CR): clicks to purchase.
- Average Order Value (AOV).
- ROAS: return on each euro invested.
5.2 Recommended tools
| Tool | Function | Ideal for |
|---|---|---|
| Meta Business | Attribution and advanced analytics | Multichannel tracking |
| TikTok For Business | API conversion and custom events | In-app measurement |
| Hootsuite Impact | ROI in social and assisted attribution | Executive reports |
| GA4 | Funnel analysis and segmentation | Advanced reporting |
| Talkwalker | Sentiment analysis and share of voice | Brand monitoring |
5.3 Dashboards and reporting
- Data Studio/GDS: merges data from Meta, TikTok and GA4.
- Automatic alerts: notifications of CR or ROAS drops.
Social Commerce 3.0 as a competitive advantage
Success in e-commerce involves integrating social and commerce natively. Optimizing each phase of the funnel within social platforms, relying on shoppable content and measuring with precision will allow you to convert casual users into loyal customers.
Ready to boost your Social Commerce 3.0 strategy?
Take advantage of the social platforms revolution and take your e-commerce to the next level.
