At a pivotal moment for retail, social media has begun to go beyond its primary purpose. According to research by the e-commerce platform Nuvemshop, small and medium-sized e-commerce businesses in Brazil use social media as a product showcase and their primary channel for connecting with consumers. According to NuvemCommerce data, 97% of retailers in this market are active on at least one digital platform, and 50% use them as a direct sales platform, with Instagram being the most used platform for creating content and promoting their brand (95%).
“Being on social media is essential for any business these days; it complements your website, which is your main platform and where you convert customers. Consumers seek authenticity, a style similar to yours, and connection. Therefore, social media serves not only as a showcase for consumers to appreciate product details and accurately imagine them, but also as a way to follow the brand more closely, consuming content such as videos, behind-the-scenes footage, and live streams to feel close to the people who make the pieces that will dictate your style,” says Priscilla Ferraz, sales manager at Nuvemshop.
Regarding platform usage, after Instagram comes WhatsApp, with channels for broadcasting discounts and news, and Facebook, which remains relevant due to its large-reach ad center and high audience engagement with business accounts. Both platforms are used by 59% of entrepreneurs.
TikTok, which recently announced the arrival of TikTok Shop in Brazil, is on the rise and is already used by 35% of retailers. “TikTok’s impact on consumption is due to the app’s ability to dictate personal trends. With the arrival of TikTok Shop, adoption of the platform should increase considerably, as its ease of use and user experience can generate significant growth in sales,” adds Priscilla. YouTube (15%) and Pinterest (14%) follow.
When it comes to social media promotion, in addition to producing their own content, retailers also invest in partnerships with influencers. However, this marketing strategy still has significant growth potential for SMEs: 18% haven’t worked with influencers before but plan to start this year. The main option for those who work with influencers is bartering—sending products from their online store in exchange for promotion (20%).
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*This text was translated by AI