E-commerce Social Selling: Mastering the Art of Selling on Social Media Platforms

Welcome to the world of e-commerce social selling, where businesses of all sizes can leverage the power of social media to reach new customers and drive sales. With e-commerce sales in Southeast Asia projected to reach $300 billion by 2025, it’s more important than ever to understand the opportunities and strategies for selling on social media platforms. 

Whether you’re a small business just starting out or a large enterprise looking to expand your online presence, social selling can be a game-changer for your e-commerce business. 

In this article, we’ll dive into the basics of social selling and explore the top social media platforms for selling products in Southeast Asia, including Facebook, Instagram, TikTok, and Pinterest. 

We’ll also take a look at how to choose the right social selling platform for your brand and provide actionable tips and strategies for success. So, let’s get started and see how you can unlock the full potential of e-commerce social selling for your business!

What is social selling?

Social selling is the use of social media platforms to connect with potential customers and ultimately drive sales. From an e-commerce business perspective, it involves using social media to build relationships with customers and prospects, promote products, and drive website traffic.

Unlike traditional selling methods, social selling allows businesses to interact with customers more personally and authentically. By using social media, businesses can create a direct connection with their target audience, which can lead to increased trust and loyalty. Additionally, social selling enables businesses to reach new audiences by leveraging the power of social media’s vast user base.

Social selling also allows businesses to engage with customers in real time, which is particularly useful for businesses in the e-commerce industry. For example, businesses can use social media to provide customer service, answer questions, and address concerns, which can help to increase customer satisfaction and loyalty.

In short, social selling is a powerful tool that e-commerce businesses can use to connect with customers, promote products, and ultimately drive sales. With the growing use of social media in Southeast Asia, it’s more important than ever for e-commerce businesses to leverage social selling to reach new customers and grow their business.

Why is social selling important?

Social selling is important for e-commerce businesses for a number of reasons. Here are just a few of the benefits:

1. Increased reach 

One of the most significant advantages of social selling is the ability to access a vast pool of potential customers. With the increasing number of users on social media, businesses can tap into a large audience that they may not have been able to reach through traditional marketing methods. Social media platforms such as Facebook, Instagram, TikTok, and Pinterest in Southeast Asia, have a combined user base of over 600 million people. By leveraging these platforms, businesses can reach a broad range of customers that they would not have been able to reach otherwise.

2. Increased customer engagement 

Social selling allows businesses to engage with their customers more personally, building trust and fostering loyalty. By actively listening to and responding to customer feedback and questions, businesses can create a sense of community and strengthen relationships with their audience. This can lead to increased customer retention and word-of-mouth marketing, which can drive sales and brand awareness.

3. Cost-effective marketing 

Traditional marketing methods can be costly and may not always reach the desired audience. Social selling, on the other hand, allows businesses to reach their target audience at a fraction of the cost. Platforms such as Facebook and Instagram offer businesses the opportunity to create targeted ads and reach specific demographics, making it easier to convert leads into customers.

4. Access to real-time data 

Social selling provides businesses with real-time data and insights on customer behavior and preferences. This can help businesses make informed product development, marketing strategies, and customer service decisions. Social media analytics tools can provide businesses with detailed information on customer demographics, engagement rates, and sales metrics, allowing them to fine-tune their approach and improve ROI.

5. Increased brand awareness 

Social selling can help businesses increase brand awareness and reach new audiences. Platforms such as Instagram and TikTok offer businesses the opportunity to showcase their products and services creatively, helping them stand out from the competition. Additionally, social media influencers and brand ambassadors can help to increase visibility and credibility, driving more traffic to the business’s website and social media channels.

6. Improved customer service

Social selling can help businesses to improve customer service and build a positive reputation. Businesses can promptly respond to customer inquiries and complaints and demonstrate their commitment to customer satisfaction. Additionally, social media platforms such as Facebook Messenger allow businesses to communicate with customers in real time, providing immediate assistance and addressing any concerns they may have.

7. Increased sales

Perhaps the most obvious benefit of social selling is the potential for increased sales. By leveraging the power of social media, businesses can reach a larger audience, generate leads, and convert those leads into customers. Additionally, social media platforms such as Facebook Marketplace and Instagram Shop allow businesses to sell directly to customers, eliminating the need for a middleman and increasing profits.

8. Access to new markets

Social selling can open up new markets for businesses, allowing them to expand into new regions and reach new audiences. By leveraging the power of social media, businesses can tap into global markets and reach customers all over the world. This can help businesses to diversify their customer base, increase revenue, and mitigate the risk of relying on a single market.

9. Increased customer loyalty

Social selling can help businesses to increase customer loyalty by building relationships and creating a sense of community. By regularly engaging with customers, businesses can create a sense of trust and foster a loyal customer base. Additionally, by providing customers with exclusive deals and discounts through social media, businesses can create a sense of exclusivity and drive repeat business.

10. Increased brand loyalty 

Social selling can help businesses to increase brand loyalty by providing customers with a positive brand experience. By regularly engaging with customers and responding to their feedback, businesses can create a sense of trust and foster a loyal customer base. Additionally, by providing customers with exclusive deals and discounts through social media, businesses can create a sense of exclusivity and drive repeat business.

Note that social selling is a powerful tool for e-commerce businesses looking to increase sales, improve customer engagement, and drive brand awareness. By leveraging the power of social media, businesses can tap into new markets, access real-time data and insights, and improve customer service. 

The difference between social selling and social commerce

Social selling and social commerce are often used interchangeably, but they are actually two distinct concepts. Social selling refers to the use of social media platforms to build relationships with potential customers, while social commerce refers to the use of social media platforms to sell products or services directly. While both are important for e-commerce businesses, understanding the difference between the two can help you optimize your social media strategy.

One of the main differences between social selling and social commerce is the focus of the activity. Social selling is all about building relationships with potential customers and nurturing those relationships over time. This can involve sharing valuable content, answering questions, and engaging in conversations with potential customers. The goal of social selling is to build trust and credibility, so that when potential customers are ready to buy, they think of your brand first.

On the other hand, social commerce is all about making it easy for customers to buy your products or services directly through social media platforms. This can involve creating a social media storefront, integrating with e-commerce platforms, and using social media advertising to promote products and drive sales. Social commerce aims to make it as easy as possible for customers to make a purchase without having to leave the social media platform.

Another key difference between social selling and social commerce is the type of content that is shared. Social selling content is often more informative and educational, while social commerce content is more focused on product promotion. Social selling content might include blog posts, infographics, or videos that provide valuable information to potential customers, while social commerce content might include product photos, descriptions, and prices.

It’s also worth noting that social selling and social commerce can be used together to create a powerful e-commerce strategy. Businesses can drive more sales and increase customer loyalty by building relationships with potential customers through social selling and then making it easy for them to make a purchase through social commerce.

Remember, social selling and social commerce are two distinct but complementary strategies for e-commerce businesses. Understanding the difference between the two and how to use them together can create a social media strategy that drives more sales and builds stronger relationships with your customers.

The top 4 social media platforms for selling products

There are many social media platforms that e-commerce businesses can use to sell products, but some are more popular and effective than others. 

Here are the top 4 social media platforms for selling products:

1. Facebook 

Facebook is the largest social network in the world, with over 2.7 billion monthly active users. This makes it an ideal platform for e-commerce businesses looking to reach a large and diverse audience. Facebook offers a range of selling features, including Facebook Shop, Facebook Marketplace, and Facebook Ads.

2. Instagram

Instagram is a highly visual social media platform with over 2 billion monthly active users. This makes it an ideal platform for e-commerce businesses that sell visually appealing products, such as fashion, beauty, or home decor. Instagram offers features such as Instagram Shop and Instagram Ads, which make it easy for businesses to sell directly to customers.

3. TikTok 

TikTok is a relatively new social media platform that has quickly become one of the most popular. With over 1 billion monthly active users, TikTok is a great platform for e-commerce businesses that are looking to reach younger audiences. TikTok offers features such as TikTok Shopping and LIVE Shopping, which make it easy for businesses to sell directly to customers.

4. Pinterest

Pinterest is a visual discovery and bookmarking platform with over 400 million monthly active users. This makes it an ideal platform for e-commerce businesses that are looking to reach a highly engaged audience. Pinterest offers features such as the Shop tab and Pinterest Ads, which make it easy for businesses to promote and sell products directly to customers.

While these are the top 4 social media platforms for selling products, it’s worth considering which platform will work best for your business based on your target audience and the type of products you sell. By choosing the right social media platform, you can maximize your chances of success and drive more sales for your e-commerce business.

Facebook: Selling products on the largest social network

Facebook is the largest social network in the world, making it an ideal platform for e-commerce businesses looking to reach a large and diverse audience. 

Here are some of the ways that you can sell products on Facebook:

1. Curate your own social media storefront with Facebook Shop 

With Facebook Shop, you can create a customizable online storefront right on your Facebook page. This feature makes it easy for customers to discover, browse and purchase your products directly from Facebook. Facebook Shop integrates seamlessly with your existing e-commerce platform, so you can manage all your orders and inventory in one place. Facebook Shop also provides insights into customer behavior and purchasing patterns, which can be extremely useful for future marketing efforts.

2. Turn customer service into sales using Messenger

Facebook Messenger is a powerful tool for e-commerce businesses looking to engage with customers and increase sales. You can use Messenger to provide personalized customer service, answer customer questions, and even complete transactions. With features like automated responses, you can save time and improve customer satisfaction by providing quick and helpful responses to common questions. By leveraging Messenger, you can turn customer service into a sales opportunity and increase the likelihood of repeat purchases.

3. Tag products in your Facebook content to make it shoppable

Tagging products in your Facebook content can make it shoppable, making it easy for customers to purchase products directly from your Facebook page. With product tags, you can highlight specific products in your posts, making them stand out and increasing their visibility to customers. Product tags also provide customers with quick access to product details and pricing information, making it easier for them to make a purchase decision.

4. Sell your products on Facebook Marketplace 

Facebook Marketplace is a platform that allows businesses to sell their products to a large and diverse audience. It is a great place to showcase your products and reach customers who may not have heard of your brand before. Facebook Marketplace is also a great place to reach local customers, as it allows you to specify your location and target customers within a certain radius.

5. Pay to reach new customers with Facebook ads 

Facebook’s advertising platform is a powerful tool for e-commerce businesses looking to reach new customers. With Facebook ads, you can target customers based on a wide range of criteria, including interests, behaviors, location, and more. You can increase brand awareness and drive more traffic to your website by paying to reach new customers. With Facebook’s advanced targeting options, you can ensure that your ads are being seen by the right people, increasing your chances of success.

By leveraging these tools, e-commerce businesses can take advantage of Facebook’s massive user base to reach and connect with their target audience, drive sales, and grow their business.

Pros and Cons of Facebook for e-commerce social selling:

Pros:

• Largest social network with a vast user base
• Facebook Shop allows businesses to curate their own social media storefront
• Messenger can be used for customer service and sales
• Shoppable content can be created through product tags
• Reaches a large audience through Facebook Ads

Cons:

• Competitors can also advertise on Facebook, leading to increased competition
• Algorithm changes can limit the organic reach of posts
• Ad costs can be high and result in low ROI if not managed properly

Instagram: Harnessing social media’s most influential app for sales

As one of the most visually-driven and influential social media platforms, Instagram presents a wealth of opportunities for e-commerce businesses looking to connect with customers and sell products. With its large user base, a wide range of targeting options, and built-in shopping features, businesses can tap into the power of Instagram to grow their sales and reach new customers.

Here are some of the ways that you can sell products on Instagram:

1. Sell through your Instagram Shop

Setting up an Instagram Shop allows you to create a dedicated space within your profile to showcase your products. Your customers can easily browse through your products, see product details and prices, and make purchases without leaving the app. This feature makes it convenient for your customers to shop from your store, leading to increased sales.

2. Make Instagram content shoppable with product tags

Another feature that makes it easier for your customers to buy from you is product tagging. You can tag your products in your Instagram posts and stories, making them shoppable for your customers. This feature saves them the trouble of having to go to your website to make a purchase, as they can directly buy from your post.

3. Reach your customers with Instagram Ads

If you want to reach a wider audience, Instagram ads are an effective way to do so. You can target your ads to specific demographics, interests, and behaviors. This way, you can reach customers who are most likely to be interested in your products. By creating eye-catching and engaging ads, you can drive traffic to your Instagram Shop, increase brand awareness, and ultimately, boost sales.

4. Utilize Influencer marketing for product promotion

Influencer marketing also plays a big role on the platform, with businesses partnering with influential individuals to promote their products to a wider audience. And by using features such as Instagram Stories, Reels, and hashtag targeting, businesses can engage with their followers and potential customers, build brand awareness, and maximize the visibility of their products.

Pros and Cons of Instagram for e-commerce social selling:

Pros:

• Widely used by younger generations and known for its visual content
• Instagram Shop allows businesses to sell products directly through the app
• Shoppable content can be created through product tags
• Reaches a targeted audience through Instagram Ads

Cons:

• Organic reach can be limited without paid promotion
• Competition can be high among similar brands
• Audience may not be actively looking to make purchases on the platform

TikTok: Getting creative to sell on the vertical video app

TikTok is the newest entrant in the social media landscape but has quickly established itself as a force to be reckoned with. The app is centered around short-form videos and has an active user base of over 689 million worldwide. 

TikTok has evolved into a platform that can be used for much more than just sharing funny videos or lip-syncing to popular songs. With its massive reach and creative community, TikTok can be a powerful tool for e-commerce businesses looking to sell their products. Here are four ways to do so on the platform.

1. Access a suite of selling features with TikTok Shopping

TikTok has recently launched its Shopping feature, which provides businesses with a suite of tools to sell their products directly on the app. This includes the ability to add shoppable links to your videos, product catalogs, and even shopping carts. The shopping feature makes it easy for businesses to sell their products directly to customers without having to redirect them to another site. 

TikTok Shopping also provides businesses with valuable insights into the performance of their products, helping them optimize their sales strategies.

2. Engage your following with LIVE Shopping on TikTok

TikTok LIVE Shopping is a feature that allows businesses to host live streams and sell their products directly to their customers. The feature provides a fun and interactive way for customers to discover and purchase products. During a live stream, customers can ask questions, get real-time updates, and even purchase products directly from the stream. TikTok LIVE Shopping provides businesses with a unique opportunity to engage with their customers, build brand loyalty, and drive sales.

3. Highlight products within TikTok content using product links

TikTok allows businesses to add shoppable links to their videos, making it easy for customers to purchase products directly from the app. This feature provides a seamless shopping experience for customers, as they can discover, learn about, and purchase products all in one place. Product links can be added to videos, bio pages, and even in comments, making it easy for businesses to promote their products to their followers.

4. Take advantage of new product-oriented TikTok ads

TikTok has introduced a range of advertising options specifically designed for e-commerce businesses. This includes shoppable video ads, brand takeovers, and in-feed shopping ads. These ads allow businesses to reach a massive audience and drive sales. TikTok’s algorithm also makes it easy for businesses to target their ads to the right audience, ensuring that their advertising budget is used effectively.

Pros and Cons of TikTok for e-commerce:

Pros:

• Popular among younger generations
• TikTok Shopping offers a suite of selling features
• LIVE Shopping allows businesses to engage with customers
• Highlighting products within TikTok content through product links
• Opportunities to reach a younger and more engaged audience through TikTok Ads

Cons:

• Limited advertising options compared to other social media platforms
• Difficulty in reaching a more mature or business-oriented audience
• Limited data available to target advertising effectively

Pinterest: Getting your products discovered and curated

Pinterest is a visually-driven platform that has gained a lot of popularity among businesses and consumers alike. It is where people discover new products and get inspiration for their life, making it an ideal platform for e-commerce businesses to showcase their products and reach new customers.

1. Add a Shop tab to your Pinterest profile

By adding a Shop tab to your Pinterest profile, you can create a dedicated space for your products, making it easy for customers to browse your products and make a purchase. With the Shop tab, you can also showcase your best-selling products, latest arrivals, and product collections, making it easier for customers to discover what you have to offer.

2. Promote your products with Pinterest ads

In addition to creating a Shop tab, you can also use Pinterest Ads to reach new customers and promote your products. With Pinterest Ads, you can create visually appealing ads highlighting your products and driving traffic to your website. Pinterest Ads are particularly effective for e-commerce businesses as they provide a way to reach customers who are already searching for products similar to yours, increasing the likelihood of them making a purchase. 

Additionally, Pinterest Ads can be targeted to specific audiences based on factors such as location, interests, and demographics, ensuring your ads reach the right customers.

3. Utilize Product Pins to showcase your offerings

Product Pins on Pinterest allow you to showcase your products visually appealingly, with detailed information and a clear call-to-action. Utilizing Product Pins is a great way to attract new customers and build brand awareness on Pinterest.

4. Leverage Influencer Marketing to reach new customers

Influencer marketing is a powerful tool for businesses on Pinterest. By partnering with influencers who align with your brand and target audience, you can tap into new audiences and reach potential customers who may not have discovered your brand otherwise. 

Whether it’s through sponsored posts or joint collaborations, leveraging influencer marketing on Pinterest can help you reach your sales goals and grow your brand on the platform.

Pros and Cons of Pinterest for e-commerce:

Pros:

• Known for its curated content and user behavior focused on discovering and saving products
• Shop tab allows businesses to promote their products on Pinterest
• Reaches a large audience through Pinterest Ads

Cons:

• Limited advertising options compared to other social media platforms
• Audience may not be actively looking to make purchases on the platform
• Difficulty in reaching a younger audience

How to choose the right social selling platform for your brand?

When it comes to choosing the right social selling platform for your e-commerce business, there are several factors to consider. With so many options available, deciding which platform is best for your brand can be overwhelming. This section will explore the key factors you need to consider when selecting a social selling platform for your business.

1. Target audience

Your target audience plays a crucial role in determining the right social selling platform for your business. For example, if your target audience is primarily Gen Z and Millennials, then TikTok or Instagram may be a better choice. On the other hand, if your target audience is more mature, then Facebook may be a better option. By understanding your target audience, you can select a platform they are more likely to use and increase your chances of success.

2. Product type

The type of product you sell also affects your choice of social selling platform. For example, if you sell visually appealing products such as fashion, home decor, or beauty products, then Instagram or Pinterest might be your best choice. On the other hand, if you sell functional products such as electronics or household items, then Facebook or TikTok may be a better option.

3. Budget

Another important factor to consider is your budget. Some social selling platforms, such as Facebook and Instagram, offer paid advertising options to help reach more customers. Others, such as TikTok and Pinterest, are still relatively new to the advertising game, and their paid advertising options are still evolving. It’s important to consider your budget and the cost of advertising on each platform before making a decision.

4. User experience

User experience is another critical factor to consider. You want to make sure that the platform you choose is easy to use and offers a seamless shopping experience for your customers. You should also consider the types of payment options available, shipping options, and customer support services offered by each platform.

5. Brand image

Lastly, you want to make sure that the social selling platform you choose aligns with your brand image. You want to ensure that the platform you choose aligns with your brand’s look, feel, and tone. You also want to ensure that your brand messaging is consistent across all platforms.

By considering these key factors, you can make an informed decision about which social selling platform is right for your business. It’s important to remember that social selling is just one part of your overall e-commerce strategy, and the right platform for your business will depend on your specific needs and goals. So, take the time to assess your business needs and choose the platform that will best help you reach your goals and succeed in the e-commerce world.

Customer engagement calculation tools for ecommerce sellers

Customer engagement calculation tools for e-commerce sellers can help them to track and measure how their customers are interacting with their brand and products. This information can then be used to improve the customer experience and increase sales.

Some of the most popular customer engagement calculation tools for e-commerce sellers include:

• Google Analytics: Google Analytics is a free and powerful analytics platform that can be used to track website traffic, user behavior, and conversions. It also offers a number of features that can be used to calculate customer engagement metrics, such as bounce rate, pages per session, and average session duration.

• Hotjar: Hotjar is a heat mapping and analytics tool that can be used to track how users interact with your website. It offers a number of features that can be used to calculate customer engagement metrics, such as clickmaps, scrollmaps, and session recordings.

• Crazy Egg: Crazy Egg is another heat mapping and analytics tool that can be used to track how users interact with your website. It offers a number of features that can be used to calculate customer engagement metrics, such as confetti mode, scrollmaps, and snapshots.

• Kissmetrics: Kissmetrics is a customer engagement and analytics platform that helps businesses understand their customers and improve marketing efforts. It offers a number of features that can be used to calculate customer engagement metrics, such as funnel analysis, cohort reporting, and A/B testing.

• Mixpanel: Mixpanel is another customer engagement and analytics platform that can be used to track and measure how users are interacting with your website or app. It offers a number of features that can be used to calculate customer engagement metrics, such as event tracking, funnel analysis, and segmentation.