Otto Group: Rethinking Social Commerce
Social Commerce is more than just a trend—it’s a revolution in e-commerce. While many businesses still underestimate the potential of social media for direct sales, the Otto Group is strategically embracing Social Commerce. In an interview with ONEtoONE, the company explains why this approach is crucial for the future of retail and how they are already making it a success.
Social Commerce: An Underrated Opportunity
As one of Europe’s largest retail and service companies, the Otto Group sees Social Commerce as much more than just a marketing tool. “Social Commerce is totally underrated,” the company emphasizes. By integrating social media and e-commerce, new interactive shopping experiences emerge, potentially surpassing traditional online stores.
A key advantage of Social Commerce is direct and personal customer engagement. Platforms like Instagram, TikTok, and Pinterest allow businesses not only to showcase their products in an appealing way but also to build trust through direct interaction. “We need to be present where our customers are—and that’s on social networks.”
Influencer Marketing as a Growth Driver
A major pillar of Otto Group’s Social Commerce strategy is influencer marketing. “Our experience shows that authentic recommendations from creators have a huge impact on purchasing behavior.” Influencers act as brand ambassadors, presenting products in their daily lives and creating a personal connection with their communities.
The company leverages influencer campaigns to put products in the right context. Instead of traditional advertising, they focus on storytelling—products are not just displayed but seamlessly integrated into everyday life. “People buy from people, not brands. That’s what makes Social Commerce so powerful.”
User-Generated Content Builds Trust
Beyond influencer marketing, user-generated content (UGC) plays a crucial role. Customers share their experiences through reviews, photos, and videos—content that often makes the biggest impact on purchasing decisions.
“Real customer experiences are more trustworthy than any advertising message. That’s why we actively integrate user-generated content into our platforms.” By showcasing customer photos and reviews, Otto creates an authentic shopping environment that strengthens trust and credibility.
New Technologies for an Enhanced Shopping Experience
But Social Commerce is more than just influencers and UGC. The Otto Group is investing in innovative technologies to make digital shopping even more interactive. “We are currently testing Augmented Reality (AR) to allow customers to try out products virtually.”
Additionally, the company is leveraging chatbots and AI-driven consultations to enhance customer service. “Personalized advice is a given in physical stores—we’re bringing this concept into the digital space.”
Conclusion: Social Commerce as the Future of Retail
Otto Group is a prime example of how Social Commerce is transforming the shopping experience. By strategically using influencers, user-generated content, and cutting-edge technologies, the company is pioneering a new, interactive way of shopping.
For brands aiming for long-term success, Social Commerce is essential. “Businesses that fail to recognize its potential are missing a huge opportunity.”
The future of e-commerce is social—and Otto Group is ready to lead the way.