One way to prevent the E-Commerce Black Hole is to provide a medium for buyers to communicate with experts, friends, family and coworkers as part of your checkout. Making this channel available nurtures Social Commerce, user contributions to assist online buying and selling of products and services. Users who can complete checkout, pending approval from those they would otherwise leave your site to seek out, beforehand, check out the first time and never enter the E-Commerce Black Hole.
Users who can complete checkout with a Social Commerce option avoid the Black Hole. Their purchase is approved afterward by the ones they would otherwise have to leave your site to ask. They can buy the first time they visit your site. They will be confident that if their social or expert circle doesn’t approve the purchase, they won’t have to return the item or cancel the purchase.
Social Commerce prevents the E-Commerce Black Hole by not only preventing your customer from ending up there, but the right Social Commerce platform can provide insight into many of the questions asked in the E-Commerce Black Hole and answers to other issues previously addressed outside of your retailer range.
Social Commerce gives us the ability to respond to questions like this:
- Who are they talking to?
- What are they saying?
- When will they buy?
- Where will they buy it?
- Why are they waiting?
Social Commerce lets us dig deeper, too, learning:
- Who are my future customers?
- What will future customers buy?
- When will these referrals return?
- Where will these references look when they have a similar need?
- Why didn’t I embrace Social Commerce sooner?
I like that last one best. Why don’t you embrace Social Commerce?