Recent figures published by eMarketer showed that by 2019, there will be 12.5 million social media users in Australia – which equates to 69% of Internet users. And Facebook is ruling the roost amongst younger Australians, with 78% of 18 – 34 year olds using the platform on a daily basis4.
Australian shoppers rely heavily on social media when it comes to researching purchases. According to Sensis, 20% of consumers use social media to research products and 58% of those say this resulted in a purchase2.
To maximise the e-Commerce potential, it’s therefore vital that your business has a presence on social media. Facebook Advertising will allow you to grow your audience – enabling you to target specific demographics. But you’ll need to ensure you keep the content on your page fresh – and constantly monitor engagement to ensure you’re dealing with any questions or complaints as quickly as possible. Facebook actually rewards quick responses, with a ‘Very responsive to messages’ badge, which is achieved by responding to 90% of messages within 15 minutes.
And of course, social platforms like Facebook, Instagram & Pinterest offer ‘buy buttons’ – allowing you to sell directly from social. Although social commerce hasn’t set the world alight (they account for approx. 1.8% of eCommerce sales5), they give your customers choice – which has to be a good thing!