Social Commerce strategy for small bussiness in Pakistan
Social commerce refers to the integration of social media platforms with buying and selling, allowing customers to discover, engage with, and purchase products directly through apps like Facebook Shops, Instagram Checkout, or WhatsApp catalogs.
In Pakistan, where internet penetration exceeds 50% and e-commerce is projected to reach US$5.91 billion in 2025, social commerce is a game-changer for small businesses.
It lowers barriers to entry—no need for a full website—while leveraging the 70+ million social media users, mostly on mobile.
With rising smartphone adoption and digital payments via JazzCash or EasyPaisa, small enterprises in sectors like fashion, beauty, and handmade goods can tap into this for quick sales growth.
Step-by-Step Social Commerce Strategy
1. Choose the Right Platforms
Focus on popular platforms:
Identify where your target audience spends time, such as Facebook, Instagram, and TikTok, as they are highly popular for both marketing and selling in Pakistan.
Utilize platform features:
Use features like shoppable posts and direct messaging on platforms like Facebook and Instagram to allow customers to buy directly.
Start with Facebook and Instagram for 80% of traffic, then add WhatsApp for conversions.
2. Set Up Your Shop
Create Business Profiles:
Switch to business accounts for analytics. Use high-res photos and Urdu/English bios highlighting local appeal (e.g., “Karachi’s handmade kurtas”).
Build Catalogs:
Upload 10-20 products with prices, descriptions, and COD options.
On Instagram, tag products in posts.
Integrate Payments:
Link to local gateways like Bank Alfalah or HBL; offer 7-day returns to reduce cart abandonment.
3. Develop Engaging Content and Marketing
Short Videos/Reels:
15-30 sec demos (e.g., “How this Lahore scarf pairs with jeans”). Video will dominate 80% of traffic in 2025.
Influencer Partnerships:
Collaborate with micro-influencers (5K-20K followers) in niches like beauty; costs PKR 5,000-20,000 per post, yielding 3x ROI.
- Paid Ads:
- Start with PKR 5,000/month on targeted ads (e.g., women 18-35 in Lahore).
- Use retargeting for cart abandoners.
4. Drive Sales and Customer Service
Seamless Checkout:
Enable in-app purchases where available; fallback to WhatsApp for custom orders.
Promotions:
Offer bundle deals or free shipping on first buys to hit 30% conversion rates.
Logistics:
Partner with TCS or Leopard Courier for reliable delivery; track via shared links.
5. Measure, Optimize, and Scale
Tools:
Free Google Analytics for traffic; PKR 1,000/month for basic AI tools like predictive analytics.
| Category | Estimated Cost (PKR) |
|---|---|
| Content Creation | 5,000-10,000 |
| Ads | 10,000-20,000 |
| Influencers | 5,000-15,000 |
| Tools/Logistics | 5,000 |
| Total | 25,000-50,000 |
6.Leverage influencer marketing
Partner with local influencers:
Collaborate with relevant influencers who align with your brand to build credibility and reach a wider audience.
Prioritize authenticity:
Work with influencers to create genuine content that feels like a relatable endorsement, rather than a simple advertisement.
7.Run targeted paid advertising
Use platform ad tools:
Leverage the targeted advertising options on platforms like Facebook to reach specific demographics in Pakistan.
Start with a small budget:
For small businesses, a starting budget of around Rs. 14,000-35,000 (USD $50-$125) per month for advertising and content creation can be a good starting point.
8. Provide a seamless customer experience
Make purchasing easy:
Integrate direct buying options or ensure a smooth transition to your website for purchases
Engage with your audience:
Respond to comments and messages to build relationships and gather valuable feedback.
Build trust:
Consider creating a professional website with clear contact information and secure payment options to build customer confidence.
Real-World Examples
Khaadi (Fashion):
Started small, used Instagram Reels for styling tips, grew to national brand via social ads—sales up 40%.
Bagallery (Beauty):
Leveraged Facebook Shops and micro-influencers, achieving 30% repeat customers through personalized WhatsApp follow-ups.
Small Fashion Brands (Case Study):
Integrated social elements like polls, seeing stronger customer relationships than pure e-commerce.