Engagement is the New Currency: Navigating Social Commerce Across Omnichannel Platforms

Enhancing Customer Interactions Through Multiple Channels

Date Published : 10th September 2023
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Engagement is the New Currency

The Power of Personalisation in Customer Engagement

The digital landscape is evolving, and with it, the way we engage and transact is undergoing a transformation. The rise of social commerce, a term that now encapsulates transactions made via phone, email, SMS, WhatsApp, live web chat, and social media platforms, is revolutionising the commercial sphere. In this comprehensive guide, we explore how businesses can harness the power of engagement to thrive in the dynamic world of social commerce.

Understanding Social Commerce

Social commerce represents a fusion of online social networks and e-commerce. It involves engaging with customers directly, where they spend a significant portion of their time, on social media and offering them the convenience to shop within these platforms. This seamless integration of marketing and sales functions is transforming the customer journey into a more fluid and interactive experience.

The Omnichannel Approach

An omnichannell strategy involves a multichannel sales approach that provides the customer with an integrated shopping experience. Whether the customer is shopping online from a mobile device, a laptop, or in a brick-and-mortar store, the experience is consistent and complementary.

Telephone and Email Transactions

Despite the surge in digital channels, traditional methods like telephone and email remain vital. They offer personalisation and direct engagement, which can be critical for higher-value transactions or services that require in-depth consultation.

SMS and Messaging Apps

SMS and apps like WhatsApp provide instant connectivity and are increasingly being used for sending notifications, offers, and even completing transactions. Their ubiquity and ease of use make them indispensable tools in the social commerce toolkit.

Live Web Chat

Live web chat enables real-time assistance and is an effective way to guide customers through their buying journey, address queries, and close sales—all within the comfort of the website interface.

Capitalising on Social Media Platforms

Social media platforms are no longer just channels for brand visibility and customer engagement; they are also potent sales tools. Here’s how businesses are leveraging different platforms:

Facebook and Instagram

With features like shoppable posts and stores, businesses can tag products in images and sell directly through these platforms.


Twitter’s conversational nature makes it ideal for engaging with customers, building relationships, and driving traffic to other transactional channels.


Pinterest’s visual discovery engine is perfect for showcasing products and leading customers to points of sale through pinned items.

Strategies for Maximising Engagement

Engagement is the driving force behind social commerce. Here are some strategies to maximise customer engagement:

Content is King

Creating valuable, relevant, and consistent content is crucial for attracting and retaining a clearly defined audience.


Tailoring content and recommendations based on user behaviour and preferences can significantly enhance engagement.

Influencer Partnerships

Collaborating with influencers can amplify reach and credibility, thereby boosting engagement.

Monitoring and Analytics

Understanding customer interactions across all channels is imperative. Analytics help in measuring the success of social commerce strategies and in making data-driven decisions.

The Role of AI and Machine Learning

AI and machine learning are becoming indispensable in predicting customer behaviour and providing personalised experiences at scale.

Security and Trust

Establishing a PCI Compliant, secure environment for transactions is non-negotiable. Trust is a critical factor in the customer’s willingness to engage and transact online.

Future-Proofing Your Strategy

Staying ahead of social commerce trends and continuously adapting to changes is key to maintaining engagement and driving sales.


Social commerce is redefining the commercial landscape, and businesses must adapt to thrive. By embracing an omnichannel approach, focusing on engagement, and leveraging the power of social media, companies can not only survive but excel in this new currency of engagement.


Date Published : 10th September 2023
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About the author
Jason Mace  
Accelerating Business Success with Fast, Intelligent, and Seamless Card & Bank Payment Solutions
Jason Mace is a respected British author and award-winning CEO, known for his successful ventures in events, media, hospitality, property, and payment technology.

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