The 8 C’s of Social Commerce

March 30, 2017

Social Commerce

Four years ago, VWM published a blog on the 6 C’s of Social Commerce. Back then, it was a more relevant topic to write about because there were fewer aspects of e-commerce for marketers to be concerned with. The rise of Social Media has greatly impacted this. In the last four years, e-commerce, social media, and technology have evolved into something so monumental that there’s always something new to learn or latest trend to be aware of.

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Wait…so what is Social commerce!?

Social Commerce is a subsection of electronic commerce that uses social and online media to support interaction and user contribution. This facilitates the buying and selling of products and services online.

In other words: Social commerce is the use of social networks within the context of e-commerce transactions.


In case you’re a recent reader, below is a refresher of the original 6 C’s of social commerce VWM highlighted in 2013:

Content: As in: “Content is King.” Consistently putting out valuable content on your site is key. It keeps you relevant and establishes your site as having frequent and more credible materials over your competitors.

Community: There’s a reason they’re called social networks! Building and keeping relationships with the people you’re trying to convert into customers is so important. Social allows customers to actively engage with your brand. Likes, comments and, retweets are all examples of ways you can get real-time feedback from your audience.

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Commerce: You need to be able to fulfill customer needs via a transactional web presence whether it be B2C or B2B. Make Sure your sales funnel isn’t requiring several clicks or on-page searches before a customer gets to the actual purchasing part.

Context: Social networks make it easier than ever to gain insight into the context of where your customers are coming from. Brands can provide specific resources to customers based on location, interest, psychographics etc. Tracking things like check-ins, tweets or activity on social networks provides actionable insight.

Connection: Any connection made with a possible customer is a relationship worth having. Whether it is professional, social, or casual, social networks allow you that initial connection with other people and provide opportunities to develop and keep a relationship.

Conversation: The challenge is to tap into the conversations happening online in regards to what you’re selling. Smart marketers seek out the people who want to buy their products or services – social media features such as a “Like” button is a great way to start.

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These are all still important, but it’s 2017 now. Marketers have a better understanding of just how influential social media and technology are when it comes to keeping an e-commerce strategy updated and successful.

Two New Additions for Marketers in 2017

ChatBots: The future really is now. With the creation of online chatbots, businesses can use AI and machine learning to create the feeling of a human interaction from anywhere in the world and at any given time. These bots can be expertly developed in any field and provide conversational answers to consumers presenting a much smoother interaction. This is beneficial both ways, you get a better idea of the kind of questions customers consistently have and they get a reply no matter when they ask.

Commitment: This is a big one (isn’t it always?) Having a social presence that will attract customers to buying whatever it is your selling is not a one time thing. Keeping up a strategy, establishing meaningful relationships, and consistently growing with your audience is essential to continuous success.

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So, there you have it, our newly updated 8 C’s of social commerce. If you’re feeling a little lost after reading all that- don’t worry, we’ve got your back!

This is an updated post on the 6 C’s of Social Commerce.  


The 6 Cs of Social Commerce

July 22, 2013

Social commerce is making a boom in this industry. First, there were the three Cs of e-commerce. Then, social media made its way into the e-commerce system and an additional three Cs were added to the mix. Here is the updated list of e-commerce:

Content – The material you have on your site needs to be of value. There are so many sites and pages on the web that you need to make yours of more valuable to the people so that they choose you over others.

Community – By building relationships with the people is important. Social networks have made it easier to do this through Facebook pages with likes and comments. Through this, customers can engage with your brand by giving feedback so you know what you need to change and what you can continue doing.

Commerce – You need to have a transactional web presence to fulfill your customer’s needs such as an online retailer or banking service for B2C services. For B2B transactions, online storage, hosting to product sourcing and fulfillment services are used.

Context – The online world is able to track real-life events through things like online bill payments and check-ins at a physical location on social media networks. This allows brands to provide the right resources to specific customers based on location and interest.

Connection – Professional, social and casual relationships through networks including Twitter, LinkedIn and Facebook are basis of this.

Conversation – All markets are conversations and the challenge is for suppliers to tap into those conversations on the web. Marketeers must seek the people who desire their products. Using social media features like a “Things I Want” board on Pinterest or the “liking” of a specific item on Facebook are key for this.

Read our updated post on the 8 Cs of Social Commerce!


About the Author: Travis Melvin is a web and marketing professional working for VWM in New York City. His current focus is on website audits and reviews, content and search ranking.