Download - Zappos at DRS: Why is Social Commerce So Hard? How Zappos is Navigating Social

@alicehan7777 | @zapposlabs

Social Commercewhy is it so hard? Alice Han, UX Designer / Product Lead


About Me

Alice Han (@alicehan7777)

UX Designer / Product Lead at Zappos Labs

Ice Hockey player

Undefeated at Dr. Mario


Facebook Stores

“We just didn’t get the return on investment we needed from the Facebook market, so we shut it down pretty quickly”

“For us, it’s been a way we communicate with customers on deals, not a place to sell.”

- Ashley Sheetz, VP of marketing and strategy at GameStop


Facebook impact

In September 2010, 1.9% of traffic to Burberry’s website came from Facebook

A year later, 29.1% of site traffic was from Facebook

Using Facebook as a platform to drive traffic at a fraction of the cost of what they’d pay on Google


Is Social just for marketing?

Can we bring social to our sites?

Can we help our customers shop with their friends?


What has Zappos Labs tried?


Shares are still a very small % of total orders

Customers love sharing on Pinterest and Facebook

Not many customers tweet, but tweets get clicked on the most

Great place to start

What we saw


50/50 AB test

3% of people clicked on tab

Those 3% performed well!

But just having the tab there brought down the entire group

What we saw


It’s hard for a brand to inject themselves between you and your friends

Value needs to be extremely high

What we saw


Who is contributing to the evolution of social commerce


Social gift giving


Poshmark


Soldsie

A hat sale drummed up 100 “sold” comments and 459 “likes” in 24 hours100,000 users, $1,000,000/month


How?

Treat social commerce as R&D

Create a culture of experimentation

Measure carefully

Learn quickly & iterate


thank you(to those who didn’t nod off)

[email protected]@alicehan7777