This is the central question addressed by a new interactive guide from Retail Week that details how retailers can make social commerce pay.

Three ways to make social pay:

Time is of the essence

Offering time-sensitive deals that turn consumers from browsing to buying could make the difference for retailers, particularly for the grocers, which operate in a competitive, price-cutting market.

As well as promoting deals via social media, supermarkets proactively use Twitter and other sites to demonstrate personality and enhance customer engagement.

Brand loyalty

There is huge potential for retailers to use social media to boost brand loyalty and encourage social commerce. One possibility is partnering with a company such as Chirpify, which works with brands to help give social media posts and content purpose, for example, in the form of a social media loyalty programme.

Word of mouth

Recommendations and peer trust hold significant sway over shoppers’ purchasing decisions. More than a quarter (27%) of people say they would be tempted to buy through a social media site if purchasing from that website was recommended to them by someone they know. Nearly 20% say the chance to win an experience would tempt them to buy through a social site, and 12% say the product styling could lure them.

If you’d like to find out how to make social commerce pay for your business, click here to access the full interactive guide.