this means more than just transactional interactions . It ' s about communal engagement , discussions around uniquely Kenyan products , and the celebration of local craftsmanship all within the social media ecosystem .
Frictionless Shopping Journey
The essence of social commerce lies in its ability to remove friction from the consumer ' s shopping journey . With a oneclick purchasing mechanism integrated into the social commerce strategy , users can effortlessly move from product discovery to checkout . This streamlined process eliminates the potential distractions and interruptions that might occur when users are redirected to an external website .
Lucrative Opportunities
The financial allure of social commerce is undeniable . Projections indicate that e-sales will surge beyond $ 735 billion in the next three years globally . For companies tapping into this lucrative market means strategically positioning themselves where customers are already present on social media platforms .
Instant Focus Group
Beyond facilitating transactions , social commerce serves as an invaluable tool for gathering feedback . The products showcased on social media platforms become conversation starters , allowing customers to express their opinions and preferences . Businesses can leverage this real-time feedback to inform product development decisions that resonate with the local market .
Millennials and Gen Z Preference
If the target demographic for companies lies in the 18 to 34 age range , they ' re already online and ready to shop while they scroll . With 48 % of internet users in this age range making purchases on social media , the trend is applicable globally . Social commerce companies have become the modern mall - a space where the
# FREEPIK
younger generation can explore , engage , and make purchases seamlessly .
Highly Targeted Advertising
Social commerce capitalizes on the wealth of customer data available on social media platforms . For companies , this means an opportunity to fine-tune advertising strategies to present specific products to precisely targeted audiences . This level of specificity in targeting sets social commerce apart from traditional e-commerce and marketing methods .
Twiva : A Social Commerce Platform with Kenyan Roots
As we weave through the fabric of social commerce , it ' s paramount to recognize twiva . co . ke as not just a participant but a defining force in the landscape . twiva . co . ke itself is a social commerce platform , leveraging the power of interconnectedness and immediacy to provide Kenyan businesses with a direct channel to their consumers , through influencers .
Facebook
Companies leverage Facebook Shops , transforming their business page into a dynamic storefront . Integration with Instagram and in-app checkout options enhance the user experience , offering users a seamless transition from product discovery to purchase .
Instagram
Instagram shops revolutionize product discovery by allowing businesses to showcase and sell unique products directly from photos and videos . Shopping Tags , the Shop tab , and other features offer users multiple avenues to engage with and purchase products within the Instagram ecosystem .
TikTok
TikTok Shop becomes an essential addition for companies , allowing merchants , brands , and creators to showcase and sell products directly on TikTok . Features like in-feed videos , LIVEs , and a product showcase tab resonate with the dynamic and engaging nature of the consumer market .
A Vision Rooted in Experience and Innovation
Having worked in the e-commerce domain for three years , my journey has been more than a professional evolution - it ' s been a quest to identify gaps and innovate solutions . It ' s within this journey that the allure of social commerce became evident . Traditional e-commerce , while effective , lacked the immediacy , connection , and communal spirit that social commerce effortlessly integrates .
The transition from e-commerce to social commerce for companies is not just a strategic shift ; it ' s a testament to the commitment to providing a shopping experience that resonates with the evolving preferences of Kenyan consumers . As we embark on this transformative journey , the convergence of experience and innovation positions companies as a trailblazer in the dynamic landscape of social commerce .
Conclusion : A Symphony of Connection and Commerce
In the symphony of social commerce , companies play a pivotal role , orchestrating a melody that resonates with the vibrant and diverse audience of consumers . It ' s more than a platform ; it ' s a cultural connector , a facilitator of conversations , and a curator of unique experiences .
Together , let ' s weave a tapestry where commerce is not just transactional but an immersive , social , and distinctly African experience . The stage is set , the curtains rise , and the social commerce symphony unfolds - a harmonious blend of tradition and innovation , connection and commerce , with social commerce companies leading the way into a new era of retail .
Grace Gikonyo is the Head of PR & Marketing at Twiva and recently won the “ Top Digitally Fit PR Practitioner of the Year , 2023 ” and has been awarded the “ Top PR Voice '' LinkedIn Badge . For collaborations or insights , reach out to her via mail at : Grace . Gikonyo @ twiva . com .