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BizReport : Ecommerce archives : November 28, 2011

Top 3 social commerce tips for 2011 holidays

Black Friday may not have sent a record for shopping dollars spent online, but it did show a marked increase over Black Friday 2010 shopping numbers. That, among other ecommerce trends, is a good sign for online merchants this holiday season. Read on for our top three social commerce tips for the holiday season.

by Kristina Knight

According to Experian/Hitwise, traffic to the top 500 retail websites on Black Friday increased 2%; Thanksgiving day traffic saw a 9% increase. Meanwhile comScore reports the Black Friday ecommerce spend topped $815 million, the most-shopped day so far for the 2011 holiday season. That spend, by the way, is a 26% increase over Black Friday 2010.

"Despite some analysts' predictions that the flurry of brick-and-mortar retailers opening their doors early for Black Friday would pull dollars from online retail, we still saw a banner day for e-commerce with more than $800 million in spending," said comScore chairman, Gian Fulgoni. "With brick-and-mortar retail also reporting strong gains on Black Friday, it's clear that the heavy promotional activity had a positive impact on both channels."

One thing that may be helping ecommerce is the social channel. Throughout 2011 online merchants have seen an increase in the number of products shared by social networkers; that trend is likely to continue through the holidays. One expert offers his advice for increasing the social shopping presence.

First, update your social strategy to include a sales channel.

"One out of every four page views on the Internet is a Facebook page," said Henry Kim, co-founder and President, sneekpeeq. "Brands and retailers have to take [Facebook] seriously as a sales channel. Don't get behind on competitors in this space."

Second, says Kim, use Facebook as a platform for your hottest products, not just as a space to sell overstocked or excess inventory. Facebook users share products, and according to some experts the average user has 144 'friends'. So, selling one hot product to one Facebook user has the potential for that item to be 'seen' by up to 144 more consumers who could be in-market. Putting items on Facebook which aren't already selling won't necessarily make them sell - Facebook users look for the popular items to share.

Third, link the online and offline experiences so that if a shopper goes to a brick-and-mortar store the experience is on the same plane as an experience in an online outlet.

"For brands and retailers that have an online and offline presence, make sure. . .people are having a homogenous experience," said Kim. "Make sure the positioning is the same online, offline and social. You want people to remember you one way wherever they are shopping."

Tags: Black Friday 2011 shopping, comScore, ecommerce trends, Experian/Hitwise, sneekpeeq, social commerce, social shopping tips

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  • Cameron

    Great information on holiday spending. Check out the highlights I've compiled

  • cameron

    Great info on social commerce! I’ve put together a few more tips to improve business in 2012:

  • Sharon

    I agree with all the above tips and as mentioned using the social platforms to get the word out about your products and store is a must these days. There are great new smart ways to do just that such as Zizio's TargetedSharing™ and on-site group/daily deals which encourages sharing. There are many other ways of using the social platforms to your eCommerce site's benefit so explore and get on top.



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