The rise of social commerce: Why a reliable fulfilment partner is essential

Social media platforms are more than just places to connect with friends and share updates. They have become dynamic marketplaces where brands can engage with customers directly, foster relationships and drive sales. According to Shopify, estimates show that the global value of social commerce will reach about $2.9 trillion by 2026. As this trend continues to grow, brands are increasingly recognising the need for a reliable fulfilment partner to ensure seamless operations and customer satisfaction.

The dynamics of social commerce
Unlike traditional e-commerce, which typically relies on dedicated websites or marketplaces, social commerce integrates shopping experiences directly into social media platforms, allowing brands to reach consumers where they already spend significant time. User engagement platform Storyly, believes that social commerce is changing how brands connect with people, shifting not only how we sell, but also how we buy online. They predict that this year we will see even more sophisticated integration, such as live shopping events and direct purchases from user-generated content. Platforms like Instagram and Facebook have introduced features such as ‘Shop Now’ buttons and shoppable posts, transforming static content into interactive shopping experiences. These functionalities enable consumers to browse products, read reviews, and complete purchases without leaving their social feeds.
It’s important to note that social commerce isn’t just about making sales, but about lead generation and the wider growth of a brand. For the B2B market, LinkedIn is probably the most popular platform allowing sales professionals to connect with clients and engage them in discussion, eventually using social selling solutions, such as LinkedIn Sales Navigator.

Both individuals and B2B clients prefer retailers and brands with whom they already have an existing relationship. Posting meaningful content and engaging in sincere discussions rather than just selling products or services will help retailers and brands to build a positive reputation amongst their audience.

The role of a fulfilment partner
Realising the full potential of social commerce requires a strategic approach to logistics and fulfilment. Partnering with a reliable fulfilment provider enables businesses to streamline operations, enhance customer satisfaction, and capitalise on the growth opportunities presented by social commerce.

An experienced logistics partner will provide brands with specialised expertise in warehousing, inventory management, and shipping logistics. This expertise is invaluable for businesses navigating the complexities of fulfilling orders across multiple sales channels, including social media platforms.

At Prolog, we work with B2B and DTC brands providing them with a tailored and scalable omnichannel fulfilment solution that allows them to deliver their goods reliably and efficiently, maintaining high service levels, fostering customer loyalty and positive brand reputation. We provide our clients with a flexible solution that can expand seamlessly, handling high-demand periods with flexible staffing and shipping solutions, and scalable warehouse capacity to accommodate high-demand periods such as seasonal releases, limited-edition launches, and demand spikes caused by viral products. Without the ability to flex operations efficiently, brands risk stockouts and delivery delays.

Addressing sustainability concerns
As consumers become increasingly eco-conscious, brands face pressure to adopt sustainable practices including environmentally conscious packaging and logistics operations. The challenge lies in balancing eco-friendly initiatives with operational efficiency. Fulfilment providers must align with these values, offering sustainable packaging solutions and reducing carbon footprints within their networks. At Prolog, we've been committed to sustainability for over seven years and are now proudly certified as carbon neutral. As a responsible organisation, we recognise the importance of minimising our environmental impact and will continue to do so through key initiatives, innovative technologies, and strategic goals.

The importance of getting returns right
We all know that returns are an operational challenge for retailers, but with 1 in 5 online purchases returned today, it’s a challenge that brands need to get right! Research from Manhattan Associates indicates that a difficult returns process leads to brand abandonment, with 40% of shoppers ceasing to purchase from a brand following a negative return experience.

A smart fulfilment strategy must include an efficient returns process that minimises waste, and protects brand reputation. At Prolog, we handle each return quickly and effectively to optimise revenue and customer satisfaction, ensuring that all good stock is available to resell as soon as possible. We work with our clients to create tailored returns policies that reflect their business needs, allowing for simple exchanges, restocking, or store credits.

Adding value
Offering product customisation can enhance the social commerce experience even further, allowing consumers to use a product configurator that features a wide range of customisation options, allowing them to personalise their latest purchase.

Our customisation service allows clients to add a personal touch to their products, such as engraving, labelling, or including personalised notes, adding extra value and enhancing customer satisfaction.

In summary
For brands, the integration of social commerce into the e-commerce ecosystem presents exciting opportunities to engage with consumers in new and meaningful ways. However, as the digital marketplace continues to evolve, investing in a robust fulfilment strategy will be essential for staying competitive and meeting the demands of today’s omnichannel consumer.