This archive report was first published on 5 September 2019.
As social media consumers in Kenya become increasingly unresponsive to paid advertising, a new trend is emerging: social commerce. This cross-integration of e-commerce within social media functionalities is expected to rise rapidly in the next years, according to findings by Ogilvy Social Lab.
Published on September 5, 2019, the report highlights the growing importance of social media in product discovery, with over half of users finding products in social media channels.
“Social media is already a key part of product discovery,” said Riku Vassinen, Managing Partner, Customer Management. “In a country where mobile payments are mainstream and traffic can be daunting at times, buying from these channels is just waiting to be mainstream.”
Speaking to brand and social media managers, Vassinen noted that instant messaging functions of social platforms will be connected to buying of products, making it easier for consumers to make purchases.
Christophe Chantraine, Managing Director of Ogilvy Social Lab Cape Town, added that the world of e-commerce is increasingly natively integrated within major social platform ecosystems. He cited examples such as Instagram's checkout feature and Snapchat's partnership with Amazon.
Waithera Kabiru, Head of Media Futures, Digital & Agency, EABL/Diageo Kenya, emphasized the importance of mobile-first marketing in Kenya. She advised brands to start their media planning from mobile, as it is a mobile-only market.
According to the report, brands should move beyond vanity metrics such as likes and comments to actual business KPIs. This requires putting the customer and her journey at the heart and center of activities.
