Sales through social networks are advancing in Mexico and will reach a global

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MARIANA RAMOSSEPTEMBER 28,  
sales through social networks
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Sales through social networks, also known as social commerce, have become a current way of creating and developing meaningful relationships with potential customers until the sale and loyalty are achieved. These actions have evolved as a natural process because the  use of social networks is increasing, which is why Facebook, Twitter, Instagram and other social networks have become the way to establish the first contact with the customer.


Its effectiveness has been proven by many sellers, becoming  a rising trend since they were established , much more so after the pandemic when their push has been much greater. Yo

Understanding the progress that sales on social networks have had so far, Ecomsur shares with us the scope that is projected in the coming years in Mexico and an overview of the challenges they have to overcome.

Sales on social networks are advancing at an accelerated pace due to their success in marketing strategies
The advance of sales on social networks is almost as surprising as the use of Indonesia Email List these platforms during the last year and they are growing at an accelerated pace because the digital strategy of the brands directs their investments towards these actions because they consider them to be successful in selling. .

In fact, it is estimated that social commerce can reach a global value of 604 billion dollars by  , with an annual growth rate of 31.4% over the next 7 years, according to data cited from Internet Retailing.


The case of Mexico is very similar, sales on social networks are also booming because they took advantage of the massification that social platforms had during the health contingency.

“Social Commerce has shown us that practically any social media profile can be converted into a sales channel . Now we see that it is also the gateway for many companies, especially SMEs, to develop digital aspects of the brand,” says Alejandro Villalobos, Manager of Innovation and Marketing Processes at Ecomsur, the leading Fullcommerce platform in Latin America.

Taking advantage of digitalization in Social Commerce
In our country, making use of social networks for sales has never been easier than now, there are more than 100 million users who access social networks , that is, 77.2% of the population, and technological adoption is becoming increasingly common. more pronounced as we spend time at home looking for ways to connect with others or entertain ourselves.

Citing the Study on the Habits of Internet Users in Mexico, they point out that digitalization has reached 86.8 million users in Mexico , of these 81.9% have a Facebook account, 91% on WhatsApp, 36.4% on Instagram and 11.2% from TikTok.

Furthermore, the same research reveals that 1 in 5 users who see online advertising for a product buy it. Which without a doubt reflects the effectiveness and what social networks represent in persuasion of a purchase.

In this sense, Villalobos predicts that “ the increasingly precise algorithms of platforms such as Facebook and TikTok will be complemented by Ecommerce ecosystems in which users will be able to generate transactions with greater ease and immediacy, without having to leave the application . ”

TikTok counterattacks Instagram by betting on social commerce
Challenges for sales on social networks
However, not everything is as easy as they paint it since as promising as it seems, social commerce has important challenges and opportunities to face , at least in the Mexican digital context. Below we give you a summary of the most notable ones:



1. Banking
According to Banxico figures, cash payments remain very high with 86% usage while credit and debit cards reach just 26% and 11%, respectively. Although it is important to consider that in the first quarter card operations reached 176 million , without a doubt the problem of banking in Mexico remains an obstacle for any electronic commerce transaction.

Apart from the fact that 2 out of 5 users abandon their purchasing process due to lack of payment options.

From another perspective, they point out that the growth in sales on social networks can call for strengthening banking with more solutions that allow users to make digital payments.

2. Coexistence of the formal and informal market
Unfortunately, in social media everyone has what they need to sell: a social channel and potential customers, which is why informal sellers, SMEs and big brands coexist and each person defines their cost, which makes the competition very high.

3. Greater marketing investment on Facebook than on Google
In Mexico there is an important dominance of Facebook, this being the social network that has the largest audience in the country. For this reason, many companies are making a greater digital marketing investment towards Facebook than Google, which reverses a trend that was more oriented towards the search engine and makes other companies look at this phenomenon to evaluate their strategies for the future.

4. Security and credibility
Due to the same issue of flexibility that any seller has in these spaces, trusting a social channel to buy something is not so easy. That is why, to position an official social commerce channel, it is important to develop an appropriate campaign that informs the customer of the possibilities available to them (online store, marketplace, sales on social networks) that allows them to feel safe and trust. the channel you buy.