[Holiday Season 2020] Social Commerce for eCommerce Businesses6 min read

Holiday season 2020 will differ from all previous holiday seasons. 

Due to COVID-19 pandemic, most people will stay away from crowded shopping malls. They will choose to shop online and will use social media websites to discover gift ideas.

If you run an eCommerce business, you can greatly benefit from this trend. All you need to do is to increase your brand visibility and build an effective social commerce campaign. 

Let’s talk about social commerce in more detail.

What is Social Commerce?

Social commerce is the use of social media websites like Facebook, Instagram, and Pinterest for marketing and sales purposes. 

Social commerce campaigns aim to boost social interactions such as retweets, likes, link clicks, and shares and to drive sales.

Social commerce is the use of social media websites like Facebook, Instagram, and Pinterest for marketing and sales purposes.

The Benefits of Social Commerce to eCommerce Businesses

If you craft an effective social commerce campaign, you will achieve the following goals:

  • Reach a wide audience
  • Improve brand awareness
  • Increase sales
  • Build customer loyalty

The Best Social Media Platforms for Social Commerce

There are three platforms that work perfectly for social commerce:

  • Instagram. This social media network has more than one billion users. It allows you to create a business account and sell your products directly from the app.
Instagram Social eCommerce
  • Facebook provides a set of tools necessary to design an effective social commerce campaign. If you create a Facebook Shop and build a smart Chatbot Messenger, you will engage your target audience and double your sales.
Facebook Social eCommerce
  • Pinterest is not as popular as Facebook and Instagram. But still, it provides great marketing opportunities for eCommerce businesses. You can use it to improve your brand discoverability and direct new visitors to your website.
Pintrest Social eCommerce

Basically, any social media platform can be used for social commerce. If you want to maximize your efforts, you should choose a platform that is popular amongst your customers. For instance, if your target audience is millennial vegans, the best platform for you is Instagram. Or, if your target audience is Baby Boomers, Facebook is the best choice for you.

Social Commerce Best Practices

The vast majority of modern businesses leverage social commerce. Let’s take a look at the best examples.


Swatch uses gamification to engage users and create buzz around a new product launch. The company has recently announced the start of a game “M.I.Q The Secret Mission” on Instagram to present Swatch X 007 Tribute Collection

Every second day, Swatch publishes a new post and asks followers to complete a new task like “to find a part of a secret code.” In such a way, the brand motivates users to check new posts and visit the company’s website while also attracting more interest in new products.

Swatch Best Practice for Social eCommerce

Under Armour

Under Armour has more than 10.9 million followers on Facebook and for a good reason. This sports equipment company creates content that resonates with the target audience while also reflects the brand’s values. 

Take a look at the following post – it was shared almost 2K times. It’s a great example of how one social media post can help the company to reach more customers than a paid ad.

Under Armor Best Practice for Social eCommerce

Forever 21

If you don’t know how to use Instagram shopping features, take a look at Forever 21’s Instagram account – it’s a great example to follow.

Forever21 Best Practice for Social eCommerce

Forever21 runs one of the most successful user-generated content strategies among fashion brands. The company encourages customers to share their photos and tag @forever21 for the chance to be featured. It motivates customers to buy more clothes and share more photos, which helps Forever21 increase reach and engagement. 

4 tips on how to leverage social commerce during the Holiday Season

Finally, let’s talk about what steps you should take to build an effective social commerce campaign this holiday season.

1. Focus on quality

If you want to grab the attention of picky social media users, you should create high-quality content. All your photos and videos must have a high resolution. All your posts must include relevant, meaningful captions. 

Why is content quality so important? Customers associate content quality with product quality.  Therefore, if the quality of your content is not excellent, your prospective customers will doubt the quality of your products and the trustworthiness of your brand.

If you are not an expert in content creation, consider getting writing help. Check top rated sites and find professional writers who know how to craft outstanding social media posts.

2. Start a holiday season challenge

Modern users like to participate in different social media challenges. And today, when most people get bored in the houses because of the pandemic, social media challenges are getting even more popular. So why don’t you start a social media challenge to draw users’ attention to your brand?

Here are a few basic challenges ideas you can use this holiday season:

  1. Ask your followers to write a post about the best gift they have ever got for Christmas.
  2. Encourage your followers to recreate an old family photo.
  3. Create a list of holiday season photo ideas and encourage your followers to bring these ideas to life. For instance, start a 5-days photo challenge and ask participants to submit five photos (one photo per day): in a Christmas sweater, next to a Christmas tree, with fairy lights, etc

The idea of a social media challenge should be relevant to your brand and appeal to your target audience. For instance, if you are a distributor of photo equipment, a 5-days photo challenge will work perfectly for your eCommerce business. 

Also, your challenge must have a name and a memorable hashtag. The use of hashtags will allow you to track posts created by your followers and analyze the effectiveness of your campaign.

3. Create Interactive Content

If ordinary social media posts don’t help you achieve the desired results, try to create interactive content. Invite your followers to participate in fun holiday quizzes, polls, and Q&A sessions on Facebook and Instagram Stories. For instance, ask them to “vote” for their favorite festive holiday drink or Christmas song.

The more users will interact with your content, the more likely they will buy from you. So use your creativity skills to come up with engaging content ideas. If you feel like you need help with this task, check the TopEssayWriting review, and find creative writers and content creators who can help you.

4. Collaborate with influencers

Social commerce goes hand in hand with influencer marketing. So if you want to get your brand noticed, reach out to the top influencers in your niche and offer them to promote your product this holiday season

Just keep in mind that top influencers get dozens of collaboration requests every day but accept only the best offers that include something more than just a paycheck. If you want to partner with influencers, you should provide a special reward, for instance, tickets to a big industry event or participation in an ambassadorship program.

In Conclusion

2020 has been a tough year. And today, people are anticipating the happy holidays and a new year more than ever. They are ready to start holiday shopping early to enjoy the festive holiday vibes. And you should take this fact into account and adjust your marketing strategy.

Today is the perfect moment to start a social commerce campaign for boosting holiday sales. Use this article for inspiration and create social media content that will take your eCommerce business to the next level.

This article is a contribution by Leona Henryson

About the author: Leona Henryson is a freelance blogger and marketing specialist at TopWritersReview, a website for top college writers’ reviews. She is constantly looking for new ways to improve customer experience and help businesses reach out to their target audience.