In my last blog, I mentioned that creating content that drives high user engagement is essential to compete in the new online commerce landscape. Online shopping is more social than ever before. I’m not just talking about “Like” or “Pin It” buttons for easy sharing (though they definitely help), but also features that create an impact for customers by providing relevant information and second opinions to ease decision making.

First, online retailers are encouraging users to upload their own video reviews and testimonials to their website through online video sharing sites like YouTube. Folica does this extraordinarily well, harnessing the opinions of thousands of customers who buy, test and share video reviews and tutorials of products on their site, even though they’re not getting paid to do so.

Second, eCommerce sites are creating their own videos and allowing them to be shared via social media and indexed alongside product content. Bulk Reef Supply creates their own educational videos to help those new to building saltwater reefs. These videos can garner more than 40,000 views, proving that content is just as valuable as the products they sell, since they help customers find the exact part or item they need. They have even enabled users to have the ability to grade the helpfulness of the content to increase engagement.


Third, social media interactions, blogs and other media mentions can be indexed into search results, like e.l.f. cosmetics has done. Search for eyeshadow, and you’ll find the most recent magazines that have featured e.l.f. eyeshadows, facebook and twitter mentions, and blog content. When you’re unsure if it’s the right product, seeing other reviews or mentions can help solidify your decision.

Fourth, online retailers are making sure their products can be shared on social media sites – for example, ‘Liked’ on Facebook or “Pinned” on Pinterest. This is a simple addition to any site and quickly becoming a standard feature that customers expect. Village Hat Shop does this well, including a “Like” and “Pin It” button on their search results page.



And lastly, online retailers are the ability creating the ability to shop on their social media pages. Motorcycle Superstore and Boden have both created gateways to their online stores through their Facebook pages.

How else have you seen social media and eCommerce integrated?