by Terry MacCauley - Posted 2 weeks ago
Imagine you’re at a lemonade stand. You see the lemonade, taste a sample, and pay the kid running the stand right there. Simple, right? That’s what’s happening online now with social commerce, and it’s changing how people shop for everything, including cars. Let’s break it down:
Social commerce is when people shop directly on social media platforms like Facebook, Instagram, or TikTok without leaving the app. Instead of seeing an ad, clicking a link, and going to another website, you can explore products, ask questions, and even buy on the app. It’s as easy as sharing a photo with your friends.
This trend is increasing because it makes buying faster, easier, and more enjoyable. Shoppers no longer need to switch between apps or websites; dealerships engage with potential customers more personally and interactively.
Now, let’s think about our lemonade stand again. Imagine if people didn’t have to walk down the street to see your stand. Instead, your lemonade shows up right in their backyard! That’s what social commerce does for your dealership. You’re showing your inventory where your customers already hang out.
For auto dealers, this means:
Increased Visibility: People spend their time on social media. By leveraging social commerce, your dealership can appear in front of potential buyers before they actively look for a car.
Streamlined Buying Process: Customers can inquire about a vehicle, ask questions, and even start the buying process without ever leaving the platform.
Enhanced Customer Experience: Social commerce allows you to meet your customers where they are, making their journey smoother and more convenient.
Here are a few ways social commerce is evolving that can help auto dealers:
Shoppable Posts:
Platforms like Instagram and Facebook allow businesses to create posts directly linking to product details. Imagine your car inventory showing up as "shoppable posts" on Instagram. Customers can tap to see details like price, mileage, and features and even begin the purchase process.
Live Selling:
Imagine a virtual showroom where you live stream a tour of your cars. Platforms like TikTok and Instagram are ideal for hosting live events where you can showcase your inventory, answer questions in real-time, and even offer exclusive deals for viewers.
Social Reviews and Recommendations:
People trust their friends and family more than advertisements. Social platforms make it easy for customers to share their experiences with your dealership, building trust and increasing your reach through word of mouth.
Seamless Payments:
Some platforms now allow users to complete purchases directly through the app. While this feature is still maturing in the automotive industry, it’s only a matter of time before it becomes a standard option.
Chat and Direct Messaging Integration:
Platforms like Facebook Messenger and WhatsApp allow potential buyers to ask questions and receive instant responses, creating a more interactive and personalized experience.
To get the most out of social commerce, here are some strategies you can start implementing today:
Optimize Your Social Media Profiles:
Ensure your profiles are professional and include up-to-date contact information, links to your inventory, and engaging visuals.
Invest in Quality Content:
High-quality photos and videos of your vehicles can make a huge difference. Use platforms like Instagram to create visually appealing posts and TikTok for creative, short-form videos.
Host Live Events:
Plan regular live streams to showcase new arrivals, answer customer questions, or host virtual test drives. Engage viewers with special offers exclusive to live attendees.
Encourage Reviews and Testimonials:
Ask satisfied customers to leave reviews on your social profiles. Positive feedback builds credibility and can influence potential buyers.
Experiment with Shoppable Posts:
Select a few vehicles to highlight with shoppable posts and track the engagement and inquiries you receive.
Collaborate with Influencers:
Partner with local influencers who can showcase your dealership and inventory to their followers, giving you access to a wider audience.
People are spending hours on social media every day. By using social commerce features, you can:
Showcase your inventory to the right audience.
Create fun and engaging ways to connect with potential buyers.
Shorten the buying journey by letting customers browse, ask questions, and even start the financing process without leaving the app.
You’re running a Facebook ad for a 2021 Ford Explorer. Instead of linking to your website, the ad shows all the car’s details on Facebook. A customer interested in it can message you, ask for financing options, and even put down a deposit, all within a few clicks. Boom — you’ve just made their life easier and increased your chances of closing the deal.
While social commerce offers exciting opportunities, it’s not without challenges:
Learning Curve: Adopting new tools and strategies can take time.
Platform Changes: Social platforms frequently update their features, requiring businesses to stay up-to-date.
Customer Trust: Some buyers may still prefer traditional methods, so offering multiple options is essential.
Not quite. Social commerce hasn’t wholly replaced websites, and it likely never will. Here’s why:
Websites Are a Hub for Deeper Information: While social commerce simplifies the buying process, websites provide more comprehensive content, such as financing calculators, service options, and detailed vehicle descriptions.
Control and Ownership: Social platforms dictate their rules, algorithms, and features. Your website, however, is entirely yours, offering more control over branding, customer data, and user experience.
SEO and Organic Reach: Websites still play a critical role in being found through search engines, especially for customers researching larger purchases like cars.
Multi-Channel Strategy: Social commerce works best as part of a broader strategy. It’s not about replacing your website but about complementing it.
The evolution of social commerce has accelerated rapidly, transforming the future of auto dealership marketing into a present-day reality. Social platforms are no longer just for awareness; they’ve become full-fledged marketplaces where your customers are already shopping and engaging. The tools and features available today give your dealership the power to capture buyers early in their journey, build relationships, and close deals faster.
Waiting to adopt these strategies risks losing market share to competitors already leveraging this technology. Social commerce isn’t a futuristic trend; it’s happening now, and early adopters are setting the foundation for years of growth and success.
Here’s the big takeaway: While social commerce might not make websites obsolete, getting involved early can set you years ahead of your competition. Many dealers don’t fully understand or use social commerce yet. By learning and growing with these tools, you’ll gain a significant edge, capture market share, and connect with customers in ways your competitors haven’t even considered.
Q: What kind of vehicles work best for social commerce? A: All vehicles can work! However, starting with your most popular models or vehicles with unique features can grab attention and generate engagement quickly.
Q: How do I handle financing through social platforms? A: While many platforms don’t yet support full financing, you can use messaging tools like Facebook Messenger or WhatsApp to guide buyers through the process and connect them to your financing team.
Q: Is this only for large dealerships? A: Not! Social commerce levels the playing field. Smaller dealerships can use it to reach new audiences without the enormous budgets required for traditional advertising.
Q: What if my customers prefer visiting the dealership? A: Social commerce isn’t about replacing in-person visits but enhancing the customer journey. It allows buyers to explore options and ask questions online before entering your showroom.
Q: How do I measure success with social commerce? A: Track engagement metrics like clicks, shares, and messages received. Also, monitor how many social media interactions convert into showroom visits or sales.
If you want to learn how Big Time Advertising can help your dealership move forward in 2025 with social commerce as part of your evolving advertising and marketing plan, we are the agency to partner with. Let us guide you in staying ahead of the competition and capturing more market share through innovative strategies and tools.
Social commerce is still growing, but the car-buying experience is evolving fast. If you’re an auto dealer, now’s the time to experiment. Try showcasing one or two cars as shoppable posts or host a live event to feature new arrivals. Little steps now can lead to big sales later.
It’s like planting seeds in a garden. With the proper care and attention, your sales will grow all thanks to meeting your customers where they already are. So, are you ready to take your lemonade stand to the next level?
-by Terry MacCauley, Founder & CEO
