How eCommerce brands can sell on social media

Money face emoji, shopping cart and social icons

What exactly is social selling?

4 reasons why eCommerce brands use social channels to sell

  • Instagram — between 3–7 times per week.
  • Facebook — between 1 and 2 times a day.
  • Twitter — between 1 and 5 Tweets a day.

How to plan a killer social media strategy

  • Drive brand awareness
  • Increase product demand
  • Grow your following
  • Get more leads and customers
  • Partner up with influencers
  • Establish yourself as an authority
  • Improve customer service
  • Source positive social proof
  • Where they’re based: London
  • How old they are: 21
  • Their gender: Female
  • What interests they have: Fashion, music, photography, sustainability
  • Their career and income: Retail, minimum wage
  • What social media accounts do they have: Insta, TikTok
  • Their motivation to buy: Wants clothes but feels guilty buying new
  • Relationship status: Single
  • Favourite websites to visit: Depop, The Guardian, Pitchfork
  • Buying concerns: Budget and how ethical a brand is
  • Engagement — how people are interacting with your content through likes, shares, retweets, etc. It also takes into account those all-important clickthroughs to your online shop.
  • Awareness — this looks at impressions, reach and sentiment, e.g. how many times you’ve been mentioned online compared to competitors — be it positively or negatively.
  • Return on investment (ROI) — this one’s so important because it’s a surefire way to justify your efforts. How does your social media presence compare to sales? In-app stores like Facebook Shops can help you track purchases, which makes things easier.
  • Topical news and industry trends to join the conversation
  • Q&As and polls to start a debate
  • Motivational and lifestyle posts to inspire
  • How-to videos and infographics to educate
  • High-quality product/promotional posts to drive traffic and sales
  • User-generated content from hashtags, quizzes, rewards, etc.
  • Influencer videos and customer testimonials for social proof
  • Contests and giveaways to capture emails and nurture leads
  • Tips and tricks to position yourself as an authority
  • Behind the scenes on how your product is made and business works

How to sell products on social








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Andy Baker

Andy Baker


Friendly neighbourhood copy chameleon. Whatever the tone, I’ve got you.