The SCommerce Takeover

In the last decade the popularity of social media has skyrocketed. A recent study shows that one quarter of the world’s population uses social media. Every minute, over 4.7 million posts are uploaded to Tumblr; 277,000 snaps are shared on Snapchat; and more than five million videos are viewed on YouTube. Brands have to be more unique and competitive than ever before to have their content standout with consumers. Especially in the e-commerce spectrum, which has evolved to SCommerce (social commerce). SCommerce is a term often used to describe new online retail models or marketing strategies that incorporate established social networks and/or peer-to-peer communication to drive sales.

It can be summarized as social media meets shopping. It denotes a wide range of shopping, recommending and selling behaviors.

SCommerce was just coined a few years ago (who coined it first is still up for debate), however, one thing is certain. It is here to stay. According to Gartner, 74% of consumers rely on social networks to guide their purchases. This new version of “word of mouth” marketing leads the way for a new shopping experience. More “likes”, “pin its” and “shares” are linked to online transactions with  current social media sites such as Facebook, Twitter, Pinterest driving traffic to other brands.


However, can you imagine what these capabilities would do for these sites? Can you imagine if the social behaviors of these sites were merged into to Amazon or to the efficiency of Walmart’s supply chain? Currently, both Facebook and Twitter are currently working on features to make it easy for people to buy directly through social media. What new words will be coined next? I’m sure– Fcommerce (Facebook Commerce) or Tcommerce (Twitter Commerce) will start to pop up shortly.

3 thoughts on “The SCommerce Takeover

  1. kkprice February 23, 2015 / 3:27 am

    Great insight on this new concept of SCommerce. When considering current social media platforms, Facebook and Pinterest seem like a logical fit to facilitate purchases (Facebook for its incredible reach and Pinterest for its visual appeal). But, what might the social media landscape look like in a year or two? We can only think in terms of what we know today. We cannot know what’s in store for social media or social commerce. It may be something we do not recognize today. 🙂

    Liked by 1 person

  2. kerris310 February 23, 2015 / 5:18 pm

    Yes, as with all items in media, what might be “hot” today can be “cold” tomorrow. Can you even imagine a world without social media? I was a sophmore in high school when I got my first cell phone. It’s hard to imagine what life would be like without it. In the same with social media. The SCommerce component would just lessen the amount of click-throughs for consumers. For example, instead of liking a pair of shoes on facebook (a Zappo’s add) and then being directed to that site to purchase, it could all be done from the same platform. It will be interesting to see how this evolves.


  3. LaTasha Kenley March 2, 2015 / 4:00 am

    What a great way for marketers to make real time connections with their consumers. I have noticed over the years how we are relying more on our personal networks to determine our next purchase so this would only make sense to roll this feature out. I look forward to seeing how this would evolve as well. thanks for the insight!


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