[Listen] Meta's Benji Shomair describes the rise of 'shoppable' social media
Remember malls? That’s not as silly of a question as it may seem. Today, online shopping and social commerce have upended the definition of what it means to shop. This new landscape bears little resemblance to shopping from the past and points to big changes for today’s businesses.
Or, as Benji Shomair, VP of commerce at Meta, says: “The traditional marketing funnel is collapsing.”
That’s more exciting than daunting, says Shomair, because the path to purchase is easier in this new digital landscape. “People have more opportunities than ever to discover products, at just the right time, in just the right place,” he says.
Shomair has spent the last 11 years at Facebook (now Meta). In his current role, he leads Meta’s commerce experiences team, overseeing its family of apps, including Facebook and Instagram. This has given him a privileged view of the changing social commerce landscape—and plenty of insights to share.
In the latest episode of Wix's Now What? podcast, host Rob Goodman and Shomair discuss modern-day opportunities for brands. Here’s how you can tap into social commerce to boost your revenue and reach new customers. Listen to the full episode below for more of Shomair’s insights.
1. Make every moment shoppable
Experts predict social commerce will be a trillion-dollar industry by 2025, according to Shomair. So, how can a business capitalize on the social commerce revolution?
Shomair stresses the idea of “making the moment shoppable," using content to turn everyday interactions into selling opportunities.
“Content is the front door to your store,” Shomair says, specifically identifying short-form video (like Instagram Reels) as a fast-growing sales channel. And thanks to the widespread use of social media, content and commerce have converged like never before.
One-click checkout will become more and more standard in the industry, Shomair further predicts, as that line between commerce and content continues to blur. Customers will be able to more easily discover, see, and buy a product in one sitting from their favorite social apps.
Through creative branding, creator-driven content, and expedited checkout tools, businesses have an opportunity to capitalize on the immediacy of social media and make every moment shoppable.
Integrate your online store with today's top social channels—in just a few clicks—using Wix's multichannel sales tools.
2. Use creator communities to amplify your message
Leveraging creator communities is a great way to increase brand awareness.
“Creators are going to continue to be a crucial role in the shopping experience.”
Shomair suggests hosting an on-brand event or retreat with influencers and creators with followers in your target audience.
The event should be on-brand, visually appealing, and encourage creators to post (without obligation; it should feel natural). You can also send products to attendees before the event so that they can familiarize themselves with your offerings.
Of course, not all businesses have the resources to host multi-day retreats. But the principle of tapping fellow creators to amplify your message is one that can be scaled as necessary and applied to businesses of all sizes.
Check out our guide on influencer marketing to build out your strategy.
3. Go where your customers go
The old marketing model created “destinations,” such as the mall or department store, whose business prospects were limited by hours of operation and the necessity of travel.
But there are more than a billion users on Instagram—and at all hours of the day—which makes social media ripe for simultaneous product discovery and purchasing. This gives businesses the opportunity to create what Shomair dubs an “always on” journey for customers.
“People are making discoveries and purchases in places that, quite frankly, we would have never expected before,” he says. “If a brand wants to win, they need to be where people are discovering their products, and need to make it easier for them to buy at that crucial moment.”
So, how does a business successfully tap into the “always on” journey?
Again, it starts with content. One key to attracting customers is value alignment. “People want to feel a connection to the brand stories of the products that they're buying, and of the values of the organization they're buying from,” Shomair says.
Social commerce allows brands to create content that does just that by aligning their values and philosophies with shoppers on a more personal level.
“I think this creates really amazing opportunities for brands to connect with consumers," says Shomair.
And then there are the opportunities in augmented reality (AR). You can already try makeup on virtually, or see how a new car looks in your driveway. Shomair says that the metaverse is anticipating new advancements in AR marketing, which has the potential to expedite conversions even more.
Admittedly, eCommerce and the metaverse is in its early stages, but there will be benefits for businesses that go where their customers go.
Listen to the full podcast
Scott Hirsch Marketing Writer, Wix for eCommerce
Scott is a marketing writer for Wix, where he helps to connect merchants with the latest tips, tools, and resources.
