The concept of social commerce was developed by David Beisel to denote user-generated advertorial content on e-commerce sites,[5] and by Steve Rubel[6] to include collaborative e-commerce tools that enable shoppers "to get advice from trusted individuals, find goods and services and then purchase them".
The social networks that spread this advice have been found[7] to increase the customer's trust in one retailer over another.
Fourthly, it provides all the information customers need to research, compare, and ultimately choose you over your competitor, thus purchasing from you and not others.
This approach has been successful in improving customer engagement, conversion and word-of-mouth branding according to several industry sources.
study by W3B suggests that just two percent of Facebook's 1.5 billion users have ever made a purchase through the social network.
[26] Micro-influencers are designers, photographers, writers, athletes, bohemian world-wanderers, professors, or any professional who could authentically channel things that speak about a brand.
It is clear that these channels have fewer followers than the average celebrity accounts, most of the time they have less than 10,000 followers (according to Georgia Hatton from Social Media Today[27]), but the quality of the audiences tends to be better, with a higher potential for like-minded tight-knit community of shoppers eager to take recommendations from one another.