Success in Social Commerce Essay Example | Topics and Well Written Essays - 1750 words - 1

Success in Social Commerce - Essay Example It is a fact well known around the world that social networking has accrued a large scale acceptance and usage amongst the contemporary consumers. Yet, there is no dearth of businesses that have failed to exploit the full potential of the opportunities available at the social networking sites like Facebook and to be able to use them as viable channels to engage customers. However, on the other side there is no dearth of companies that prove beyond doubt that social commerce holds an immense potential for the companies that know how to milk the business potential inherent in the social networking sites. It is a fact that the businesses that know as to how to exploit the large volumes of freely available data at the social networking sites that is self maintained on a continual basis by the potential consumers and are able to personalize that data and the associated portals to enhance the overall consumer experience could accrue much in terms of business success (Shen, 2012, p. 198). T he Future of Social Commerce Though, the skeptics tend to bemoan the fact that social commerce constitutes a mere fraction of the total retail business, yet if one goes by the ongoing trends, it would not be wrong to say that the social commerce is expanding at a pace that is much fast as compared to the offline retail (Griffiths & Howard, 2008, p. 70). Social commerce is bound to expand and could be expected to appropriate a major chunk of the retail business, considering the fact that the contemporary consumers are not only spending a greater time on the mobile devices and social networking sites, but the proactive and innovative companies are enhancing the opportunities whereby the consumers could make purchase on the social networking sites (Griffiths & Howard, 2008). The social networking sites like Twitter and Facebook are making it much easier for the consumer to engage in one-stop-shop experience. Right from the job of purchasing and getting delivered the gifts for the loved ones to buying branded products from a brand’s Twitters hashtag post or its Facebook page, social commerce is extending such opportunities to the conventional consumers that are not only hassle free and easy to use, but are also accompanied by readily available customer reviews, pre purchase assistance and after sale services. Social commerce has the potential to fuel consumer sales by molding and channelizing their shared interest and propensities. It is not a wonder that irrespective of the fact that though the social commerce today is being dominated by the online businesses like Amazon, Macy’s, Target and Apple, the online shopping businesses like Beyond the Rack, HauteLook, and ShoeDazzle are increasing and enhancing their social commerce presence. These companies retain a very strong and engaging presence at Twitter and Facebook. No wonder engaging in social commerce is a potent and viable way not only to enhance a businesses’ online presence, but also to translate into viable online sales. Besides, social commerce could also be adapted and manipulated to accrue much word of mouth publicity. For instance there is no dearth of the consumers who are willing to post a review about a particular business, provide they are offered a lucrative and attractive deal. Social commerce is a double edged sword with innate possibilities and opportunities. By helping the consumers the businesses could help themselves grow and by enervating the consumers