Is the shift toward social commerce making traditional website-based marketing funnels obsolete?

All answers to this question.

While social commerce is booming, it’s a mistake to view it as a total replacement. Think of social shops as your "top-of-funnel" convenience store and your website as your "flagship brand experience." In-app shopping is fantastic for impulse buys and low-friction conversions, especially for Gen Z. However, your website allows for better data collection (first-party cookies), email list building, and detailed brand storytelling that social platforms simply can't match. A hybrid approach where you use social for discovery and the site for retention is the winning play for 2024.

   Answered 2024-09-12 by Amanda Collins

Interesting perspective, but have you considered the platform risk? If you move everything to TikTok Shop and the algorithm changes or the platform faces regulatory issues, what happens to your business? Does the convenience of in-app checkout outweigh the lack of control you have over the customer's post-purchase journey and data?

   Answered 2024-09-15 by Christopher Hayes

• Christopher, that’s exactly why the "owned media" model is still vital. Relying 100% on a social platform is like building a house on rented land. I always recommend using social commerce for the first transaction, then using a "thank you" insert or email follow-up to bring them to your site for their second purchase. This way, you get the best of both worlds: high initial conversion and long-term brand ownership.

     Commented 2024-09-16 by Robert Sullivan

Social commerce is definitely the winner for impulse-priced items under $50. If your product requires more education or a higher price point, the website landing page is still king for building trust.

   Answered 2024-09-18 by Jennifer Clark

• Jennifer is right. I’ve noticed that for my high-ticket consulting services, social media is just the "handshake." The actual "closing" always happens on my professionally designed landing page where I can show deep case studies.

     Commented 2024-09-20 by Mark Peterson