Is Email Still Relevant in the Age of Social Commerce?

Social media and e-commerce are no longer separate beasts. The past few years have seen the lines between these two worlds blur, creating a powerful new force: social commerce. Platforms like TikTok, Instagram, and even Facebook have turned into shopping hubs where users can purchase products directly through the app, without ever leaving their feed.

In fact, global social commerce sales are expected to reach $1.3 trillion by 2025, with more than 50% of Gen Z saying they prefer to shop directly through social media platforms. This shift presents both opportunities and challenges for marketers. As these platforms evolve, so do the strategies needed to keep up with them.

But as social commerce rises, it begs the question: Is email marketing still relevant?

The Rise of Social Commerce

Let’s start by understanding what social commerce is. Simply put, social commerce refers to selling products directly through social media platforms. Rather than using social media to drive traffic to your e-commerce site, platforms like TikTok and Instagram now allow users to browse, purchase, and even track their orders - all within the app.

Here’s how the main platforms are leading the charge in 2024:

• TikTok Shop: TikTok has quickly become a major player in social commerce, especially with younger generations. The platform allows brands and creators to showcase products in videos, making it easy for users to purchase with a few taps. TikTok’s algorithmic approach ensures that products are shown to the right people, increasing conversion rates. In fact, brands using TikTok Shop have reported a 20-30% increase in sales compared to traditional e-commerce methods.
• Instagram Shopping: Instagram was one of the first platforms to fully integrate shopping features, and in 2024, it continues to refine its offering. 83% of Instagram users say they discover new products on the platform, and Instagram Shopping allows them to make purchases through the feed, stories, Reels, and even the Explore page.
• Facebook Marketplace: While Facebook’s shopping feature is more traditional, it remains a significant player in social commerce. More than 1 billion people use Facebook Marketplace each month, making it a valuable channel for brands looking to list products and reach new customers.

Each of these platforms brings unique features and opportunities for marketers, but the core idea remains the same: meet customers where they are already spending their time.

Algorithm-Driven Shopping Experiences

One of the biggest shifts in social commerce is the reliance on algorithms to drive shopping experiences. Platforms like TikTok and Instagram have sophisticated algorithms that serve users content based on their preferences, behaviours, and interactions. Here’s how this impacts marketers:

1. Product Discovery: Unlike traditional e-commerce, where users typically visit a website with intent to buy, social commerce is all about discovery. In fact, 54% of Gen Z and 48% of Millennials say they’ve bought something they weren’t originally planning to, just because they discovered it on social media. Your product isn’t competing in a direct sales environment but rather in an attention-driven space where it needs to stand out and engage users.
2. Content Personalisation: The algorithms don’t just show any products; they show relevant products. In fact, 63% of consumers actually expect brands to use their purchase history to deliver more personalised experiences. Marketers need to create content that speaks directly to specific audiences. For example, TikTok’s For You page tailors content to individual users’ tastes, so your marketing needs to be highly engaging and specific to target groups to ensure your products are shown to the right people.
3. Real-Time Engagement: Social platforms reward real-time interactions. Instagram Live Shopping events, for example, have seen a 30% increase in engagement, allowing brands to engage with customers directly, answer questions, and showcase products live. This level of interactivity drives higher conversions but requires marketers to be constantly active on the platform.

Adapting Your Strategy

Now that we know how social commerce platforms are evolving, let’s talk about how marketers need to adjust:

1. Content is King (and Queen) If you’re not already creating video-first content, 2024 is the year to start. TikTok’s meteoric rise has shown that users want engaging, authentic, and entertaining video content. 73% of consumers say they’re more likely to purchase a product after watching a video about it, which makes creating visually engaging content essential.
2. Product Integration in Content Directly showcasing products in the middle of a video or story is more important than ever. In fact, 67% of social media users say that seeing products in use influences their purchasing decision. You need to integrate product placement naturally into your content.
3. Influencer Partnerships remain critical in 2024, especially on TikTok and Instagram. More than 49% of consumers depend on influencer recommendations for their purchases, which is why brands are opting for influencer-driven live shopping events or collaborations that feel more organic.
4. Paid Social Commerce Investing in paid social commerce ads can help boost visibility, but it needs to be done smartly. Instead of blanket ads, use audience segmentation to tailor ads to specific demographics, and focus on retargeting users who have interacted with your brand in the past. Brands that use paid social ads specifically tailored to social commerce have reported an 18% higher return on investment (ROI) than traditional paid social ads.

A Holistic Approach

Here’s where the power of email marketing comes in. While social commerce is great for discovery and engagement, email remains the backbone for nurturing customer relationships and driving repeat purchases. Here’s how you can supercharge your social commerce strategy wit email:

1. Collect Data and Build Your List: Social platforms may be great for driving immediate sales, but they don’t give you direct ownership of customer data. Encourage users to sign up for your email list—whether through special offers, exclusive deals, or early access to product launches. Research shows that customers acquired through email have an average lifetime value (LTV) of 12% higher than those acquired through social media.
2. Follow Up with Personalised Emails: After a user discovers your product on social media, use email to follow up and nurture them toward a purchase. For instance, businesses using automated follow-up emails after a social interaction saw a 50% higher conversion rate than those that didn’t.
3. Post-Purchase Automation: Once someone has made a purchase via a social platform, follow up with a thank-you email that confirms their order and encourages them to engage with your brand further. This could include content like product care tips, how-to videos, or related product recommendations based on their purchase.
4. Re-Engage Inactive Social Shoppers: Not everyone will convert on social media, so use your email list to re-engage those who haven’t purchased yet. Sending re-engagement emails targeting inactive social shoppers has been shown to increase conversion rates by 20-25%.

Future of Social Commerce

The landscape of social commerce is shifting fast, but it’s filled with opportunities for brands willing to adapt. TikTok, Instagram, and Facebook are no longer just platforms for engagement - they’re full-on sales channels. By creating engaging content, leveraging influencers, and using the right paid strategies, you can thrive in this new era of social shopping.

And don’t forget: email marketing remains your secret weapon for nurturing leads, converting social shoppers, and driving long-term customer loyalty. By integrating your social commerce efforts with a strong email marketing strategy, you can create a powerful, omnichannel approach that ensures no potential customer slips through the cracks.