The delicate economic situation in which finds itself forces companies to look for new sales channels and new business models. SMEs have found in electronic commerce a quick, simple and cheap solution to deal with the crisis.
Companies are aware of the need to improve the offer to attract the attention of users over the large brands that already enjoy strong authority and online trust. A good solution for small and medium companies is to join large platforms which has led to the rise of specialized portals in the so-called ‘social shopping’.
The next step in the evolution of electronic commerce is to influence purchases. Being in social networks is vital to adapt to what the user is already used to, that is, to belong to a community. The online consumer wants to buy in a group, share, advise and be advised by his circle of friends. Social commerce has a very valuable potential since the ability to influence the purchase depends on the user and the information and opinions he provides to his contacts about products or services.
The ‘social shopping’ or social purchase, has undergone a process of specialization in recent years’. The specialized portals offer solutions to the needs of users who seek to comment on their purchases or experiences. The main advantage of people who make purchases through the network is that they can share their experience not only in the shopping portal but on conventional platforms such as Facebook or Twitter.
The centralization of online stores not only allows you to find a great variety of products and services, but also to segment and individualize the consumer’s shopping experience. In this way, the user has the possibility to customize their search. Trends indicate that trade is directed towards what is defined as trade. The user indicates the product that he wants to acquire and it is the stores themselves that make a proposal to the consumer. The offer that most closely matches the needs and tastes of the client will be the winner.
For SMEs throughout a door is opened to multiply their business opportunities as well as to improve the relationship with their customers, responding to their expectations in an increasingly effective way. For businesses it is no longer just an opportunity but a need.