Social commerce: how Swiss SMEs sell

In recent years, social commerce, the integration of social media and e-commerce, has changed the way we sell online. With consumers using social networks more and more, and increasingly inclined to buy directly on platforms such as Facebook, Instagram and TikTok, small and medium-sized enterprises (SMEs) have an extraordinary opportunity to access a global market like never before.

For Swiss SMEs, social commerce is a way to reach new customers, both in Switzerland and abroad. Here we look at how an SME can use social commerce.

Social commerce is the natural evolution of e-commerce: it lets companies sell their products directly through social platforms. Rather than redirecting customers to a website, social media now lets users discover, evaluate and buy products without ever leaving the app. Facebook, Instagram, TikTok and even WhatsApp have integrated shopping features, such as “Shop Now”, live shopping buttons, storefronts and shopping carts.

This new way of selling makes the buying process quick and immediate, reducing the friction between discovery and transaction.

Swiss SMEs are traditionally focused on niche markets, craftsmanship and high-quality products, but can sometimes struggle to expand into larger markets. The reasons why social commerce is worthwhile for an SME:

a. Access to a global audience

With social platforms, even an SME operating in a small Swiss village can easily reach a global audience. Well-targeted social media campaigns can help extend brand awareness beyond local borders, reaching customers in Europe, the United States or Asia with just a few clicks.

b. Low cost of entry

Social platforms offer a low-cost opportunity compared with traditional sales and marketing channels. Creating a business profile on Facebook or Instagram is free, and with relatively modest marketing budgets, SMEs can create highly targeted advertising campaigns, achieving a much faster return on investment than through traditional channels.

c. Direct interaction with customers

Social commerce allows you to build a direct relationship with customers. Through comments, private messages and real-time interactions, companies can quickly respond to questions, resolve doubts and build a bond of trust with consumers, something particularly important for SMEs that rely on customer loyalty.

d. Higher conversion thanks to a seamless buying experience

One of the key features of social commerce is the ability to reduce the number of steps between discovering a product and buying it. Instead of having to visit an external site, customers can buy directly from the social platform, which increases the likelihood of conversion and reduces the risk of cart abandonment.

To make the most of the opportunities offered by social commerce, it’s essential to have a clear, targeted strategy. The steps for a Swiss SME wanting to get started:

a. Choose the right platform

Every social network has its own characteristics. SMEs should select the right platforms based on the type of product and target customer.

Instagram: ideal for visually appealing products, such as fashion, jewellery, food and homeware. SMEs can use Instagram Shopping to tag products in posts and stories, allowing customers to buy directly from the platform.
Facebook: with a large, diverse user base, Facebook is a good platform for reaching different demographics. The “Facebook Shop” feature allows you to create a digital shop within the platform.
TikTok: perfect for SMEs wanting to reach a young, creative audience. TikTok’s social commerce features include live-streamed shopping and integrations with e-commerce platforms.
WhatsApp: SMEs can use WhatsApp Business to sell products directly through the messaging app, offering a personal, direct buying experience.

b. Create quality content

Social commerce relies on visual appeal and the ability to tell a story. SMEs need to invest in creating engaging content that shows their products in an authentic, creative way.

Professional photography: show products in real-life settings to help customers picture how they’d use them.
Video: video is particularly effective on social media. Consider creating short clips showing the product in action or customer reviews.
Live streaming: live video is becoming a powerful tool for interacting with customers in real time and selling products directly, showcasing all their features and answering questions on the spot.

c. Integrate shopping features

Make sure products are easily accessible and purchasable directly from the platform. Turn on the Shopping features on Instagram and Facebook, or integrate e-commerce solutions such as Shopify, which allows simple synchronisation of product catalogues across social media.

d. Use paid advertising

Social media advertising campaigns offer extremely precise targeting. SMEs can use sponsored ads to reach customers based on interests, age, geographic location and buying behaviour. Even with a limited budget, it’s possible to achieve excellent results.

Demographic targeting: create ads that reach exactly the right audience, such as young professionals in Switzerland or craft product enthusiasts in Germany.
Remarketing: use remarketing to show your products again to customers who have already visited your website or interacted with your social posts.

e. Work with local influencers

Influencer marketing is a powerful tactic in social commerce. Working with local or regional micro-influencers can help Swiss SMEs reach a specific audience in a credible, authentic way. These influencers can show your products to their followers and encourage them to buy through sponsored posts or live streams.

4. Monitor results and adapt your strategy

As with any marketing strategy, it’s important to measure the results of social commerce campaigns. SMEs need to track key metrics such as conversion rate, cost per acquisition (CPA) and engagement on social posts. Use this data to continually optimise campaigns, improve content and adjust targeting tactics.

Google Analytics and social tools: use these tools to monitor traffic, sales and interactions arising from your social commerce campaigns.
Customer feedback: use reviews and comments on social media to improve your product offering and better respond to consumer needs.

Social commerce represents an extraordinary opportunity for Swiss SMEs, allowing them to access new markets and compete on a global scale at relatively low cost. By investing in quality content, the right platforms and targeted digital marketing strategies, SMEs can conquer the world of digital sales and build stronger relationships with their customers.

Whether it’s selling niche products or local crafts, even an SME can sell well with social commerce.