With billions of users online, it may seem daunting, but digital commerce offers a massive opportunity to connect with potential customers and increase brand awareness, writes Harry Lowes, Director of Mid-Market ANZ, Meta.

Take Kulani Kinis for example. The Australian swimwear brand saw a massive 7X growth in sales after increasing their digital marketing efforts in 2020. The brand now operates in multiple countries across four continents, using a combination of wholesale and direct sales. Interestingly, the majority of the brand’s revenue (80 per cent) comes from cross-border commerce.

Kulani Kinis shifted from offline to digital marketing and by applying a test-and-learn mindset, they expanded into culturally similar markets. Now, the brand plans to expand into new categories and adopt technology for better customer experience and operations.

Creating your digital commerce roadmap

If you’re a small business looking to better understand what your digital commerce roadmap can look like and achieve the best performance possible, here are some tips:

Establish a comprehensive profile and unique brand personality

Think of your profile as your online shop window. It’s important to make it engaging and informative for customers. Be sure to include all the essential details, like your logo, contact information, and a brief summary of your products or services. You should also ensure your profile is visually appealing by using high-quality images that reflect your brand.

Developing a strong brand identity and defining your brand’s purpose can create a solid foundation for your business’ long-term growth. As your business expands, it’s important to share your brand’s story to build brand awareness.

Creating a compelling online profile is especially important considering the potential global opportunity in social commerce. According to Forbes, this market is currently worth $1.2 trillion and is anticipated to grow three times as quickly as conventional eCommerce by 2025. A well-designed profile can help small businesses tap into this growing market and capture the attention of new audiences.

Engage with your audience

Making your customers’ online experience smooth and memorable should be a top priority for any business. Ensure that your website is easy to navigate, your checkout process is smooth, and your customer service is excellent. By doing so, you can keep your customers happy, leading to repeat business, positive reviews and valuable word-of-mouth marketing.

An advantages of social platforms like Facebook and Instagram is the ability to engage with your audience directly. Responding promptly and professionally to comments and messages, and encouraging your followers to share their experiences, can help reinforce trust and loyalty. Gathering feedback is also important for improving or refining your products or services – especially when introducing new offerings or testing new markets, before deciding to scale.

Learn more about social selling and influencer marketing on KBB TV:

Keep up with the latest trends

Staying ahead of the competition is also important. It’s essential to keep up-to-date with the latest digital commerce trends. This includes staying on top of social media trends as well as technological advancements that can enhance your online presence. By keeping a close eye on these trends, you can stay competitive and relevant in the ever-changing digital landscape.

When it comes to standing out on social platforms, creating content that is both captivating and easily shareable is crucial. This can take the form of anything from short-form video, photos, live stream, and infographics. By using a variety of formats and styles, you can keep your audience engaged and eager to learn more about your business.

Monitor and analyse performance

Last but not least, keeping an eye on your performance is necessary to ensure that you’re achieving the best results. If Facebook and Instagram are part of your strategy, you can utilise Meta’s analytics tools to track your reach, engagement and conversion rates, and make necessary adjustments to your strategy.

Data-driven insights can also be beneficial in gaining a better understanding of your customers’ behaviours and preferences. You can ensure you are targeting the right customer demographics that align to your business – allowing you to focus on personalisation. By using these insights, you can optimise your digital commerce strategy to increase engagement, retention, and ultimately, sales.

The digital commerce landscape offers small businesses a significant opportunity to reach new audiences and increase brand awareness. While challenges such as inflation and supply chain delays can hinder success, it is important for businesses to adapt and continue scaling, by seeking out tech-centred solutions and adopting a test-and-learn mindset.

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