Philip Ashburne

Philip Ashburne

Philip Ashburne is the Founder & Chief Strategist for AD Assist Agency, a digital marketing boutique agency specializing in using Facebook Advertising to get small & medium sized ecommerce business amazing results.

Social Commerce: What SMB Owners Should Know About It

Social Commerce: What SMB Owners Should Know About It
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As the digital media landscape continues to evolve daily, it’s no secret that more and more complexities are weaved into the plans of successful strategies and approaches.

Nearly every month or quarter, business owners and entities alike are pushed to review their strategies one detail at a time and make continuous tweaks to make the most out of every dollar they spend. From framework and firmware updates to bidding strategy revisions, it’s evident that change and digital marketing success go together regardless of who’s utilizing it. 

Among all the different concepts that you’ll need to work with when adapting to the changes in online marketing, there’s one aspect that’s bound to catch your attention: Social commerce.

What is it?

It is simply defined as the practice of buying and selling items and services on any type of social media channel.

You may not necessarily be familiar with the term itself, but you’ve probably used it in one way or another in your daily market. Key names, such as Facebook Marketplace and Instagram shops, are all concrete examples of this concept, and they’re all revolutionizing the modern business landscape one transaction at a time. 

Using a simple system that allows pages to take orders and payments on a social app, this modern and flexible selling system has allowed millions of businesses worldwide to effortlessly grow their profits!

Social commerce in practice

Ever since the introduction of “buy it” and “message seller” buttons on social networks (with the earliest examples dating back to 2015), social commerce activities have exploded in a few short years. This concept, in particular, has flourished even more within the past two years, thanks to the fact that social networks now influence 74 percent of consumer purchasing decisions and online transactions. 

The thing about social commerce is that it can’t be pinned to one single activity but comes in various forms and actions, such as: 

  • Group pages and online forums that are used for buying and selling products and services
  • Chatbots that help answer questions that any customer may have about a particular product or service
  • Electronic payment channels available on social networks
  • Product links or tags in social media posts (such as Instagram’s product tags)

Which platforms can you work with?

Although the advent of social commerce has manifested in almost every platform and channel integrating their own payment functions, here are two significant constituents whose systems you can work with: 


Best known as one of the starting places of social commerce, Facebook has become a be-all, end-all platform that many businesses utilize thanks to its different tools and opportunities, such as campaign optimization and retargeting!

With the introduction of the shopping template, you can immediately transform your business’s page into a full-blown digital storefront that customers can flock to. By merely setting up a Facebook Shop, you can start adding your products and accepting online payments while supplementing your efforts with highly-targeted intra-platform ads!


Ever since Facebook Inc. acquired it in 2012, it didn’t take long for the photo and video-sharing platform to follow in the social commerce efforts to revolutionize the online marketplace.

As opposed to the former’s “classified ad” format, Instagram incorporates quality content and product tags to help businesses provide an online catalog. Aside from presentation, however, this platform can also help amplify your social commerce efforts through the same paid ad system offered by its parent company!


At this point, you now realize that social media is evolving each day, and consumers are becoming particular about how they transact with products and services. Nevertheless, social commerce provides a key opportunity to harness the Internet to your business’s advantage!

AD Assist Agency helps businesses perfect the art of online selling with the help of top-notch automated messenger marketing and Facebook advertising services. Get in touch with us today to see how we can help your Facebook ads work for your e-commerce business!

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