THE IMPACT OF SOCIAL MEDIA ON E-COMMERCE

Social commerce has quickly emerged as a new area of inquiry for both practitioners and researchers, suggesting the potential impacts of social media and social networking technologies and services in shaping commercial channels on and off the Internet. Social commerce continues to evolve rapidly in response to business practice, IT advances, changing consumer demand, and the insights gained from user-generated content. Also, social media has drawn a wide attention in the industry. Much remains to be done to achieve best practices in social commerce and to improve returns on social commerce technology investments by converting site visits to purchases on social platforms. It was not long when web became the ultimate business necessity. If one doesn't have an online presence, it is not worthy to stay in this hardcore competitive market. Therefore, there is always the need of social media optimization company to create a huge impact on the e-commerce ground. There's no better way to increase awareness of a product or service than social media, allowing businesses to not only advertise products but participate in one-on-one customer service by interacting with customers. Surprisingly enough, however, sales often show little impact from social media. Although sites like Facebook and Pinterest have little direct impact on sales, they are used to build brand awareness. That awareness can indirectly affect sales, keeping their products top of mind for customers. Social media impacts almost every aspect of e-commerce, including warehousing and order fulfillment. If you have launched a social media campaign that involves a contest prize or samples, then you need a warehouse and fulfillment service that is prepared to handle the results rapidly and accurately. Campaigns that go viral on social media-especially on fast-paced, news-breaking Twitter-may require a much quicker and higher volume of product shipping than had been initially expected or planned. With the changing Google algorithms and norms, there are some changes in the way social media impacts e-commerce and e-market. This paper presents the impact of social media on e-commerce.