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Social commerce is becoming an essential element for brands looking to maximize their online presence and increase their revenue.
2023 will be a key year for brands seeking to maintain their competitive advantage by adopting social commerce trends. In this article, we will examine the 7 most important social commerce trends to follow in 2023, so that brands can prepare to tackle future challenges and maximize their growth.

1. E-commerce sites adopting social media codes to enhance engagement
   An increasing number of brands are adopting social media features to improve their e-commerce experience. A popular trend is showcasing community-generated video content on e-commerce sites. This allows consumers to discover products in a more immersive and engaging way. A prime example is the launch of Amazon Inspire, an experience inspired by TikTok, allowing customers to purchase products from a personalized feed of videos and photos.

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1. Social networks as the main places to discover new products
   Consumers are increasingly likely to discover new products on social media. According to Instagram statistics, 70% of shopping enthusiasts turn to the platform to discover products. Therefore, it’s important for brands to be present on social media and encourage consumer engagement to maximize their product visibility within new communities and boost sales. By increasing the number of posts made by their consumers on social media, the brand increases its share of voice, thereby gaining visibility with new communities who will discover new products.

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3. TikTok and Generation Z will have a major impact on social commerce.
   Generation Z, a demographic group that grew up with mobile technologies and hasn’t yet developed fixed online shopping habits, is very comfortable with online shopping due to their experience with smartphones. Statistics show that around 60% of Generation Z claims to be influenced by products they discover on TikTok. More and more brands are using this platform to promote their products, with the hashtag #TikTokMadeMeBuyIt gaining momentum. This is a clear signal of the platform’s power in driving online sales.

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1. Video content will continue to gain ground
   The video format is considered more engaging than static formats. With the rise of TikTok and short-form videos on other social media platforms, short video content will become increasingly popular. Consumers are becoming more accustomed to consuming large amounts of information in a short time, and businesses can rely on this habit to encourage quick purchasing decisions and form opinions rapidly.

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1. Omnichannel and the convergence of digital and physical models
   Studies show that around 75% of buyers use multiple channels before making a purchase, and 73% of e-commerce consumers report using different channels during their customer journey. Therefore, it is crucial for businesses to create a seamless experience for their users. The more you simplify and speed up the checkout process, the greater the chances of generating revenue by providing an enhanced user experience.

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1. Conversational commerce: revolutionizing the customer experience
   Brands are increasingly recognizing the value of implementing chatbots to enhance their artificial intelligence capabilities. Chatbots help optimize costs and sales by offering users a personalized shopping experience. Users can ask questions, search for products, and even make purchases directly through a chatbot. This enables brands to quickly respond to user inquiries and assist them in making purchasing decisions.

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1. Leveraging UGC to build consumer trust
   In 2023, brands will look to gain even more trust from consumers by turning User Generated Content (UGC) into shoppable content. UGC is becoming increasingly prominent in user buying behavior, with 90% of users finding it helpful when making a purchase decision. Brands can leverage UGC by linking it to their product catalog to increase e-commerce conversion rates.

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