Cracking the ‘Commerce’ Part of Social Commerce

This is a real mind-set shift for retailers, as they're naturally hesitant to let users directly share the conversation. Social media interactions are truly a two-way street, and finding the right tone may take some time, but the sales results are worth the time investment.

Since SMBs may be more adept at communicating personally with customers in the way that social media demands, they appear to have an advantage. Younger retailers in particular who were raised on social media understand this and know how to work the social system quite effectively. Social interaction combined with the convenience of buying right on Facebook creates an environment that's conducive to sales vs. shoehorning an e-commerce website into a social conversation.