There are thousands of start-ups labeled under the tag social commerce. Add to the mix big social networks like Facebook and Twitter that are still trying to become major players in social commerce. While social networking and shopping seem to go naturally together, many of these startups have been faced with major failures. Even Facebook and Twitter have only managed to succeed with a small percentage of the market.
No other website has been able to compete with the likes of Amazon and Google for making purchases and researching potential purchases. Regardless of what social networks or neat little websites become available, when consumers are in shopping mode, they do their research through Google and then head over to Amazon to make their purchases.
Although this isn’t to say some website won’t eventually pop up and create some serious competition for the likes of Amazon, but if it does happen, it isn’t going to be easy. Many people are left asking; why?
Here are five reasons businesses are having so much trouble breaking into the social commerce market.
- The current situation is not terrible. In order for people to be willing to truly change their habits, they need to be motivated to want change. There is nothing currently wrong with relying on Google for research and Amazon for shopping.
- People are either looking or shopping. When people are looking for inspiration or ideas they go to their social networks like Pinterest. However, when they are looking to buy something they go to the source. People don’t go to Pinterest when they are ready to make a purchase.
- People want advice from experts. If a consumer has a question about a particular product, they are more likely to check the company website or contact and expert than pose the question to their social network and see what comes back.
- People want answers now. When considering a purchase, consumers are not likely to ask for advice or recommendations from their social networks. If they are ready to make a purchase, they will research the needed information and/or read consumer reviews they have immediate access to.
- People don’t want to join ANOTHER network. With so many people involved on multiple social networks, they are leery when asked to join another one. They may not want to commit more time and energy, they may already feel overwhelmed by their current networks, or they don’t want to go through the effort of building another social network.
If a company can find the perfect solution that takes these five reasons into account, they may have a shot at success.