The first instinct for companies wishing to develop their sales on their own e-commerce site is, and rightly so, to push all or part of their product catalog on the Google Shopping price comparison (or even on Bing Shopping).
Indeed, Google Shopping seems obvious when you want to develop your online sales from search engines. By extension, we will eventually want to get into the Shopping for action marketplace or launch Showcase Shopping ads to try to acquire new customers.
Despite everything, wanting to launch primarily on Google Shopping carries the risk of concentrating its efforts on only one lever and of being too dependent on it in the long term. If the search engine is perfectly suited to position itself on active search, it is nevertheless a shame to limit its strategy to ZMOT (Zero Moment of Truth) when the consumers’ journey is much more winding.
This is why it is important to consider an approach that encompasses the different stages of the consumer journey. These are carried out beyond Google, especially on social networks, but not only Facebook and Instagram. Three interesting new networks to test to expand your digital strategy are Pinterest, Snapchat and Tik Tok. Note, however, that these three levers are primarily mobile applications, which requires the advertiser to have a site offering a very good mobile experience.
Shopping with Pinterest
For internet users, Pinterest is the ideal platform for seeking inspiration. As an advertiser, it is interesting to push your catalog to your targets * upstream of the purchase journey, in a push and retargeting strategy using creative ad formats.
The platform is ideal in particular for carrying out one-off operations, ahead of your highlights in the year, such as Private Sales, Sales, end-of-year celebrations, etc. The goal? Reach your target audiences during their reflection phase.
Shopping with Snapchat
In the same way as Pinterest, but with a more conversational use, Snapchat is positioned as an interesting relay to push its catalog into more creative ad formats.
However, the platform is mainly used by millennials, and more widely by 13–34-year-olds, so no need to waste time on Snapchat if your audience is not in this age group.
It is also possible for you to retarget audiences that you have already redirected to your site thanks to the Snapchat pixel and thus retouch shopping cart abandoners on the social network.
Shopping with TikTok
If you are targeting young people between the ages of 18 and 24 (77% of the Tik Tok audience, of which 66% are women), considering TikTok for pushing a product catalog is a good option. TikTok recently introduced a “Shop now” action button in in-feed videos offered by influencers and content creators.
The platform thus offers an interesting showcase for your products, especially during a product or range launch, without having to invest a lot in the creative matter. Indeed, you can partner with content creators on the platform to make videos around your products.
What strategic approach to adopt?
The experts from our Nantes web marketing agency advise you to understand social networks via an audience approach.
Concretely, it is about addressing your target audiences to achieve your e-commerce objectives. For this, you can consider a strategy in three phases: retargeting, loyalty and prospecting (or targeting).
- The retargeting strategy allows you very quickly to reach out to Internet users already in contact with your brand and your products and to quickly get a return on your investments.
- The goal of the loyalty strategy is to develop repurchase: it will be interesting to address your customer base (customer match), to the biggest buyers on your e-commerce site in terms of purchase frequency and / or purchase value , etc.
- The prospecting or targeting strategy allows you to consider the growth of your turnover with new customers (similar audiences, Internet users subscribed to your company page, etc.)