Digital Marketing e-commerce Paid Social

Maximise E-Commerce Opportunities for Your Company: A detailed Guide to Success

Maximise e-commerce opportunities


Maximise e-commerce opportunities - graph showing growth of online shopping Are you interested in how you can maximise e-commerce opportunities for your company? We are four years on from the first unprecedented lock-down we all experienced because of covid. Whilst in person shopping is once again in full swing, it is e-commerce that continues to thrive following this historic event. In the fast-paced digital era, the landscape of commerce is undergoing a profound transformation, with online shopping becoming the new norm. Statista report that in 2020, e-commerce sales reached a level of 32.5%, they predict by 2025 this will rise to 38.6%. In November 2023, retail online sales in Great Britain reached over £3.1 billion.

As businesses adapt to the evolving market trends, it is the rise of e-commerce opportunities on social media that is the game-changer. In this blog, we’ll explore the burgeoning world of online shopping, the increasing prevalence of e-commerce markets on social media, and strategies for businesses to fully capitalise on these opportunities.

The Boom in E-Commerce Markets

The global e-commerce market is experiencing an unprecedented surge. Changes are fuelled by advancements in technology, changing consumer behaviours, and the widespread adoption of digital platforms. Online shopping is more accessible and convenient than ever. As a result, businesses are recognising the need to establish a robust online presence to stay competitive. Therefore, in addition to your business website, you must embrace the growing trend of shopping on social media platforms. Paid advertising campaigns, especially personalised ones, are the way forward.

Social Media’s Role in E-Commerce

Social media platforms have evolved beyond being just spaces for personal connections; they are virtual marketplaces where businesses can showcase their products and engage with a vast audience. The integration of shopping features on platforms like Facebook, Instagram, and Pinterest has transformed social media into powerful e-commerce hubs. Let’s look at some of the most popular platforms to consider:

1. Instagram: Visual Shopping at its Finest

Instagram has solidified its position as a go-to platform for visual storytelling and now extends its capabilities to e-commerce. With the introduction of features like “Shoppable Posts” and “Shops,” businesses can tag products in their images and videos, allowing users to seamlessly discover and purchase items without leaving the app. Instagram’s visually driven interface provides an immersive shopping experience, making it an ideal platform for fashion, beauty, and lifestyle brands. In a survey conducted by the platform, nearly half of the people reported they shop at least weekly from Instagram. To learn more about selling your products on Instagram click here.

Of course, Instagram and Facebook are linked by Meta. In 2022, Meta introduced Advantage+ campaigns. Read on to discover how this tool allows businesses to scale their campaigns faster and to greater effectiveness.

2. Facebook: From Social Connection to Seamless Shopping

Facebook, being one of the pioneers in the social media landscape, has evolved into a multifaceted platform that seamlessly integrates e-commerce. Through the introduction of Facebook Shops, businesses can create customisable online storefronts within their Facebook and Instagram profiles. With a massive user base, Facebook offers businesses unparalleled reach in the digital marketplace.

Make sure you utilise Advantage+ campaigns on Meta. With the use of AI, Meta helps to optimise campaign results by personalising your ads. This means they match them to the right people at the right time. Ultimately, this is a cost-effective way to reach target audiences, resulting in higher conversion rates and ROI. These campaigns work well for both consumer and business. There are a variety of Advantage+ campaigns available, dependent on your business model and advertising goals. Click here for a full list, to help you decide which direction will work best for you.

It is estimated that Facebook users spend, on average, 40+ minutes per day on the platform, and some of that time is spent shopping! Paying for Advantage+ campaigns are an efficient way to drive business, Facebook reports that businesses can see up to a 32% increase on return in shopping campaigns. That’s got to be a business opportunity not to be missed! To set up a store on Facebook and Instagram combined click here for details. Likewise, for guidance on how to create an effective Advantage+ campaign, follow these guidelines outlined by Facebook.

3. Pinterest: Inspire and Purchase

maximise e-commerce opportunities - tablet showing online shopping symbols above it with logos for Facebook, Instagram, LinkedIn, TikTok and Pinterest dotted aroundPinterest has transformed into a visual discovery engine where users seek inspiration for various aspects of their lives. Capitalising on this, Pinterest introduced “Shopping Pins,” allowing businesses to showcase their products directly in users’ feeds. With its focus on inspiration and creativity, Pinterest provides businesses with a unique platform to tell their brand story and drive product discovery. In January 2023, 76.2% of Pinterest users are recorded as female, with 28.5% of these aged between 25 and 34 years old. Therefore, this platform is a must for companies selling to this key target audience.

Pinterest offers both standard and personalised shopping campaigns. Select the right one to effectively reach your target audience. Standard shopping ads allow you to promote your products to a broader audience based on general interests, keywords and demographics. These ads appear in user feeds and search results, increasing your brand visibility and driving traffic to your website. Alternatively, personalised shopping campaigns deliver tailored product recommendations to users based on their browsing behaviour, interests, and interaction on the platform. By personalising your campaign, you enhance engagement and conversion rates. For more information on how to run a campaign read Pinterest’s guidelines here.

4. TikTok : Visual Stimulation

Where entertainment meets shopping! TikTok Shop is an e-commerce feature within the platform, allowing you to display and sell product. TikTok report 2 out of 3 users are likely to buy while using their platform. You can collaborate with influencers, through their Affiliate Program, sell via ‘Live’ shopping events, create shoppable videos, showcase products and create your own in-app shop. Like Facebook, you can sync your products from your website to your TikTok shop helping you to maintain accurate stock levels. Click here to find out how to set up a TikTok shop for your business.

With over 2.5 billion daily users worldwide, you may just want to consider running a TikTok ads campaign, you can really maximise your e-commerce opportunities! Based on an auction bidding campaign (much like Google Advertising) you specify a bid and a daily budget. With clear targeting tools you can reach the audience best suited to your product or brand. You can post directly into the ‘For You’ feed and with Creative Tools available TikTok makes it easy for you to create, edit and launch an effective campaign. Click here for TikTok’s guide to advertising.

5. LinkedIn: B2B E-Commerce Opportunities

LinkedIn, traditionally a platform for professional networking, has embraced e-commerce with its “Product Pages” feature. Tailored for business-to-business (B2B) interactions, LinkedIn’s e-commerce capabilities allow companies to showcase their products, receive recommendations, and connect with potential clients and partners within a professional setting.

How To Maximise E-Commerce Opportunities for Your Company Using These Platforms?

1. Optimise Your Social Media Profiles:

Ensure that your social media profiles are complete, with high-quality visuals and compelling product descriptions. Use professional images to create an attractive and cohesive brand image.

2. Shoppable Posts and Stories:

Create shoppable posts and stories. Tag your products, keep the posts visually appealing and demonstrate your products. Think of the post as your shop window, drawing customers in to purchase.

3. Live Shopping Events:

Host live events to connect with your audience in real-time. Use this opportunity to showcase new products, answer questions, and create a sense of urgency with exclusive deals for attendees. Keep the live event entertaining and engaging. Alternatively offer a product tutorial or DIY session to engage your audience.

4. Augmented Reality (AR) Try-Ons:

Explore the possibilities of augmented reality for your products. Allow customers to virtually try on items, enhancing their confidence in making online purchases. There are many apps available online to integrate into your business that offer this amazing experience.

5. Influencer Collaborations:

Identify influencers whose audience aligns with your target market. Collaborate with them to authentically showcase your products and leverage their influence to boost brand awareness. They have a massive audience that you can tap into. If you don’t know any influencers, you can access them via channels like The Influence Room or Freelancer.


The convergence of online shopping and social media presents an unprecedented opportunity for businesses to maximise their e-commerce opportunities and thrive in the digital landscape. By staying abreast of the latest trends and strategically leveraging e-commerce features on social platforms, your company can forge meaningful connections with customers, drive sales, and establish a strong online presence. As the world of online shopping continues to evolve, businesses that embrace these opportunities are poised to unlock new realms of success in the digital age.

ThisIsUs.Digital are experts in digital marketing. If you wish to maximise e-commerce opportunities for your company, we can help. Contact us here to discuss your company’s expansion into e-commerce.