Content Marketing Blog

Why social channels are turning into e-commerce sites

Social networking sites are great places to build relationships with online consumers, but judging by the direction some channels are heading in, social media could soon be a place to sell.

Major e-commerce site Amazon recently launched a feature that allows Twitter users to add items to their wishlist on Amazon without leaving the social networking site.

When users see a tweet about a product they like that is available on Amazon, all they have to do is reply with #AmazonWishList and the item will be added to their account.

The wishlist feature is incredibly popular with Amazon users, with one in three customers using the tool and up to 50 items a second being added.

In May, Amazon announced a similar Twitter feature, #AmazonCart, which let’s people add items to their cart with a simple tweet.

Social media platforms are also interested in enabling consumers to buy directly from their site. At the start of last month, Twitter rolled out a ‘Buy’ button that will allow users to purchase items directly from vendor sites, but this is still in the testing phase.

Facebook is also working on a similar feature.

Although these upgrades may seem miniscule, it shows that social networking sites are clearly wanting to expand into the e-commerce business.

Considering how these social giants make the majority of their revenue through ad sales, allowing businesses to sell directly on these sites will undoubtedly help attract more advertisers.

It’s also important to remember that these sites will always face the risk of losing popularity, as MySpace experienced several years ago. This means sites like Twitter are constantly looking for ways to establish themselves as a permanent business.

If social media platforms can permanently install a digital marketplace for people to shop while they use the social network, it will be very beneficial – not just for their own business, but for consumers and vendors as well.