Sprout Social taps into social commerce with Shopify and Facebook Shops integrations

Marketers can manage their customers' shopping experiences through two major social platforms that are commerce-ready.

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Cloud-based social media software provider Sprout Social announced new integrations with Shopify and Facebook Shops, two of the biggest players in social commerce. The social commerce space, which allows consumers to buy directly within a social platform, is estimated to be upwards of $36 billion in the U.S. alone, and expected to balloon globally to nearly $2 trillion by 2026.

Sprout Social’s new integrations with Shopify and Facebook Shops support customer experience, including customer service, with personalized messaging throughout the purchase cycle. Of course, the social commerce gold comes with a shortened buy cycle, because users don’t have to click or swipe to get to another screen to purchase.

Retailers and other Sprout Social customers will be able to link product catalogues and historical customer data into the social media experience, so that the interactions are seamless with customers when they are already discovering products and shopping on social. Marketers will also be able to respond more effectively to customer service requests that come through social channels.

Why we care: Social commerce is a category which is only going to grow. Customers are discovering products through sponsored posts on social platforms and social ad campaigns, and it makes no sense to drive them from social -— where they want to be -— to a website to complete the purchase.

Considering that at the beginning of the year YouTube launched a pilot program with influencers that featured an in-video shopping bag icon, it’s not a stretch for marketers to begin thinking of their social media strategy as part of their overall ecommerce attack.

About the author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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