become virtual BFFs with your potential client

This article is provided by knowledge partner Channable.

On a drizzly day you’re sitting on the couch scrolling through your social feed. You are looking for something warm for the winter to come. Suddenly you spot the perfect warm sweater: it’s your color, your size, your style. You want it now and now you get something – if you click on the ad you end up on a store page on the profile of the brand. You’re sold, and so is that sweater. We call what just happened to you social commerce.

Social commerce is a sales process that takes place entirely within one platform, from first impression to transaction. It is an efficient process that can lead to loyal customers. Especially in the corona period – when we were indoors a lot – social commerce has gained a foothold. By 2025, the market will surpass 1 trillion and in Europe alone, an annual growth of 36.5% is expected. Clothing takes up 25% of this market. Read here how you can profit from it and create more conversions for your store.

Profiel on point

You start your social selling strategy by completing your social media profiles. Make sure the data is correct and matches the information on other platforms where you have a social presence. Decide on which app you want to use social commerce and learn how to set up your store in those apps. For clothing retail, Pinterest, Snapchat, Instagram and TikTok are common. If you carry young fashion brands and your target audience is mostly Gen Z, TikTok and Snapchat are the best choices.

Clean productfeed

After identifying your target audience, it’s time to grab their attention – quite a challenge as there is a lot to offer and the average attention span of the scrolling consumer on social media is just 8 seconds. That is why the quality of your product feed is extremely important. Your in-app store should provide a clean overview of your assortment, with professional, high-quality product photos — preferably via authentic branding. This way you optimize the first impression of the visitors to your page.


To attract more potential customers, you can enter into partnerships with (micro) influencers. There are many sub-segments in apparel retail, from sustainable micro-influencers to trend-driven influencers posting daily shopping hauls. For inspiration, take a look at the competitor with whom they have teamed up.

Not enough budget for influencers? Then join a selection of virtual groups on Quora or Reddit that match your sector. You can network with industry peers and analyze customer profiles free of charge. For example, if your target is over 50, the Facebook Group “Advanced Style” with “fashionable seniors” from around the world is a great community to join.

Also take advantage of the sophisticated advertising options that platforms offer to optimize your promotions. For example, play with the ability to place ads in Messenger or experiment with video ads on Pinterest and TikTok.

Helpful content

You now have an interesting profile and a following. Time to show what you have to offer. It is best to create your own content. You want to provide consistent value, so post every day or every other day. This way you keep the connection with your community warm. Don’t be a salesperson, but offer solutions to real problems of your target group. Suppose you sell sustainable sports leggings, then you can provide information about the impact of such leggings versus the unsustainable variant or give tips for a sustainable lifestyle.

Option two is sharing content from experts or organizations that fit your brand. For example, you can retweet a fashion journalist’s opinion on Paris Fashion Week. What also works well for clothing retail is user-generated content: enthusiastic customers who talk about your brand or product on social media. Consumers are more likely to trust the experiences of other customers than the words of a brand itself. Recent research (Springer) shows that sharing this kind of “social proof” can lead to emotional and social engagement by the viewer.

Always available

Social media is image-oriented, but also has a strong informative function. Did you know that a third of consumers use social media to learn more about your brand and 77% choose you over a competitor after one positive social media experience? Make sure you are always available and ready to answer questions. This way you increase the chance that a hesitant visitor will indeed immediately buy those cool sneakers in your Instagram shop.


As with running a brick and mortar store, you are always working to improve the customer experience in your in-app store. Use promotional product tags for your products, keep your brand identity updated, refresh your store design regularly, and don’t forget to maintain your product data so you only advertise on products that are available.

Start building a social selling strategy for your e-commerce business today. Social media is the ideal place to show what you have to offer, win customers for you and create conversions.

Curious about the full report with specific insights about platforms such as Snapchat, TikTok and Instagram? Download Channable’s full report here.

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