The market of social Commerce in our country is comparable to the official market of online retail — it is estimated at 591 billion and 394 million transactions. This way, sales of goods and services in social networks, messengers, web sites, ads and other P2P platforms, from a financial point of view is not less attractive for business than traditional online channels (website and app).
Sold in cockanal? The biggest category is clothing and footwear. The sales volume of these products is more than 100 billion rubles a year. In second place — household appliances and electronics, the third — service rental properties.
An average basket is 1,500 rubles. For 73% of orders through social channels people pay up to 3,000 rubles. The largest average bill — in the category “renting of real estate” (6500 rubles), the second place — “electronics and appliances” (3600 rubles), the third — “plants and Animals” (3,000 rubles). In the most popular categories — “Clothing and shoes” the Russians are paying — on average in 1950 rubles.
It’s not so little. For comparison, we recently evaluated the purchase of the largest Chinese online stores. For ten months of 2018 the average check amounted to 748 rubles.
The messengers: a low start and high jump
Businesses that operate in the field of sales B2C and don’t use social channels, today less than a quarter of the total number of participants of the market of electronic Commerce. 76% of companies that offer products or services online, using social channels, and 94% of sellers have already mastered the social network. A few years ago they were regarded as a platform for the promotion, but now have companies that use baccanali, on average they account for about 30% of sales online. The proportion of all social channels in the revenues of companies selling goods and services on the Internet, on average, reaches 40%.
The highest growth show the messengers. 74% of sellers who use them have seen an increase in sales. This is due to starting from a low base entrepreneurs have recently started to use this channel. While most using messengers to communicate with customers (89% of companies), 41% are already actively selling in this channel and 39 percent send offers to your customer base. Yeah, until the messengers a bit of special opportunities for advancement, but now the entrepreneurs approximately 5.6% of online sales goes to this channel. The micro business they bring to 8% of revenue on the Internet.
About a third of the companies in social channels and apply automated solutions to communicate with customers — use chat-bots to free up staff from answering routine questions. This fact also characterizes the channel for communication with the consumer — more and more people prefer to write and not to speak.
The social network: from the display to the payment
Among the social networks the first place in popularity among sellers of B2C and C2C is “Vkontakte”. As a platform for the sale of goods and services this resource is used by 11.2% of the sellers interviewed in the study. To Instagram appeal of 6.5%, for Facebook is 4.7%. For the vast majority (80% companies) the main sales channel in social networks — a private page.
Promotion tools while SMM uses less than half of sellers of goods and services B2C category: advertising in social networks buy 45% of posts from bloggers — 25% personal page to promote your business use 24% of the respondents in our study.
Built-in functions of the platforms used by 57% of respondents. For example, 46% make showcase products in your account. 32% — use built-in chat to communicate with customers. But only 9% used the built-in payments.
If a customer came to Instagram, it is more convenient to hold the whole deal here is to ask questions, place an order, make the payment. The need to go to a website or mobile banking to make a payment or transfer — all of this reduces the conversion. But while only 5% of companies plan to start accepting online payments directly on your social channels. The reason is the low awareness of the sellers on available technologies.
For example, many online shops still do not know what to accept payment from the buyer even in the messenger by sending a short link which opens a page with information about the product, the payment amount and click “pay”.
Chance for small business
The effectiveness of the different channels depends on the company’s turnover, and its specificity. So, for micro and small business social channels more relevant. Small outlets already, they account for 45% of online sales, but large areas are still more deals brings his own website and the app is 64% against 25% in social channels.
As experience shows, approaches to development of business from small platforms and a major player may not be the same. If a large retailer can afford a quality mobile app, then a small shop will be expensive and make the application, and to attract traffic. Such investments may not be recouped. Therefore, for small business social Commerce has the biggest potential, because trade on open platforms with minimal costs to the organization of the store and its promotion.
The increasing role of social channels in e-Commerce is an important trend that should not be overlooked small business and individual entrepreneurship. Social media platforms are technological giants, which not only accumulate a million users, but also introduce advanced technology. Their infrastructure helps businesses to attract the attention of customers, communicate with them and accept payment without any development. Thus, they provide customers with a good experience of online shopping, and the piece of the pie, the total amount of which reached almost 600 billion rubles.