Use Social Networking Sites to Generate Social Commerce Revenue

Archived Published: 27 August 2014 ID: G00259998

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Social networks can be a lucrative component of digital marketers' commerce strategy as they help extend social marketing investments into concrete business outcomes. While early attempts to sell on social networking sites fell short of expectations, lessons learned reveal new techniques that work.

Table of Contents

  • Introduction
  • Analysis
    • Differentiate Your Social Storefront From Your Commerce Site
      • Challenge — Mismatched Consumer Expectations and Storefront Positioning
      • Best Practice — Position Your Social Commerce Storefront Differently
    • Choose a Relevant Social Channel
      • Challenge — Different Social Channels Offer Different Purposes
      • Best Practice — Choose the Channel Where You Can Find the Right Users, in the Right Mindset, Connecting With the Right Content to Influence Your Sale
    • Focus on Experience
      • Challenge — Enhancing Purchase Experience Within the Boundaries of a Social Networking Site
      • Best Practice — Enhance Buyer Experience With a Compelling Social Value Proposition and Storefront Design
  • Gartner Recommended Reading
© 2014 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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