Most of the retail companies have moved their sales activities from traditional stores to the Internet in response to the effects of the pandemic. This shift towards the digital world was accompanied by the emergence of strong opportunities in the field of e-marketing, especially marketing through social media, reports Al-Anba daily. Over the past few years the social media has increasingly played a vital role in the retail sector. In fact, sources believe in one in ten purchase their needs via social media, demonstrating the decline of the traditional retail site in front of the modern digital point of purchase. The results of the “Connected Consumer” report revealed that 55% of consumers prefer digital channels in order to interact with brands, and this percentage has jumped to 65% among young consumers of Generation Z.

Online revenue
Social media has allowed companies of all sizes to reach new audiences, increase their following and increase their online revenue. This trend will maintain its momentum, as 61% of dealers and consumers plan to shop more via social media over the next three years, according to the results of the fifth report from ‘Salesforce’ on the status of the “connected consumer.” Moreover, the report showed that 56 percent of consumers shop more today on social media than last year. This shift in shopping habits highlights the importance of social media as a growing source of shopper traffic and revenue for online businesses, as these media have become widely used as tools to increase profits.

Terry Nicholl, Vice President, Middle East, Africa and Europe at Salesforce, believes that forward-looking retail companies should make sure to boost their investments in social media to ensure that their businesses can keep pace with the future, but about 45% of trade managers feel unprepared. To move forward on the path of leveraging emerging digital channels such as metaverse, tik tok and modern online social storefronts. The question for many is, where does the road begin? In order to target the right audience, companies first need to know where they are located. Determining the location of the audience that is shopping through digital channels is only the first step, as companies then need to identify the platforms used by the target audience and the places they are likely to buy from, while making sure that the company’s brand, its communication messages and services are consistent across other digital channels.