Back in my younger, more impressionable days, my mind was consumed by a vivid vision of the future; a vision heavily influenced by countless viewings of the Terminator series.
I imagined a world where Skynet, the ominous force commanding legions of robots, would inevitably rise to wage war against humanity.
Yet, as the years rolled by without any sign of Judgment Day, giant robots, or a rebellion, I found myself questioning what would replace these childhood fantasies.
What would define the early 21st century and alter lives forever?
After much contemplation, the answer became crystal clear to me: “Content, Content, and the omnipresent influence of Social Media.”
With over 15 years in e-commerce, I’ve focused on perfecting content delivery across online shopping layers. From designing content patterns to engaging audiences with unique brand propositions, these efforts have shaped my career.
About 8 years ago, I realized traditional methods were losing ground to the growing power of social networks. I saw social networks becoming the primary driver of content in digital commerce platforms.
Understanding the concepts, definitions, and history of social networks is crucial to examining their pivotal role in e-commerce, especially in social commerce.
The Emergence of Social Commerce
Social commerce has rapidly evolved to transform the digital landscape. Coined by Yahoo in 2005 for collaborative shopping tools, it has since integrated into major social media platforms like Facebook, Instagram, and Twitter.
This integration allows users to discover, share, and purchase products directly within their social networks, enhancing engagement and personalization.
Western Approach: Personalization and Influencer Impact
In Europe and North America, social commerce thrives on personalization and influencer marketing. Platforms like Instagram and Facebook use algorithms to create personalized shopping experiences based on user preferences and browsing histories.
“If I had to guess, social commerce is the next to blow up”
~ Mark Zuckerberg
Influencers, trusted for their large followings, play a crucial role in endorsing products and driving sales.
Instagram’s “Shop” feature and Facebook’s Marketplace enable users to explore, purchase, and interact with sellers within the app.
This integration leverages user-generated content and influencer endorsements to build trust and drive conversions.
Eastern Perspective: Integration and Community Engagement
In Asia, particularly China, social commerce has taken a distinct path. Platforms like Alibaba’s Taobao and Tencent’s WeChat offer immersive shopping experiences through social interactions, live streaming, and in-app purchasing.
Social Commerce in Iran
During the peak of commerce in Iran, social commerce was neglected as initial business developments took precedence. It took about a decade for Iranian startups and online businesses to recognize this gap.
Efforts to integrate social commerce into the business cycle were hindered by restricted access to social networks, impeding standardized development within Iran’s e-commerce infrastructure.
RAGGE’s Response: Mobilex and Xplore
In response, RAGGE prioritized integrating social commerce patterns and algorithms into Mobilex. Mobilex now features an internal social network called Xplore, where users can share product experiences, ask questions, and seek advice from friends and experts.
Xplore simplifies user interaction by eliminating the need for separate profiles, allowing seamless purchasing and content posting using a single profile.
It facilitates easy engagement with user-generated content, enhancing Mobilex’s UGC layer and improving SEO processes.
RAGGE predicts that shortly, most online businesses, both B2B and B2C, will develop their user communities within controlled platforms, expanding their user base and engagement.
RAGGE remains committed to exploring new social commerce models and advising businesses on leveraging user power to achieve branding, operational, and sales goals effectively.
