Social Media Strategies for NZ E-Commerce Stores
Summary
Treat Your Social Channels Like Shopfronts
Create a Content Mix That Aligns With the Buyer Journey
Leverage User-Generated Content (UGC)
Use Story Highlights as Sales Tools
Don’t Rely on Organic Alone, Use Paid Ads to Scale
Use Product Tags & Instagram Shopping Features
Track What’s Working and Optimise Monthly
Customer Service Is Content
Social Media Strategies for NZ E-Commerce Stores
For New Zealand e-commerce brands, social media isn’t just a way to show up, it’s a way to sell smarter. With the right strategy, your platforms can drive traffic, increase conversions, and turn casual browsers into loyal customers.
But with so many platforms, formats, and trends, it’s easy to fall into the trap of posting without purpose.
At 26 Impressions, we help e-commerce brands create social media strategies that are equal parts creative and commercial. Whether you're selling skincare, streetwear, or sustainable homewares, these strategies are designed to meet your audience where they are, and move them to action.
Here’s how to make social media your store’s most powerful sales channel.
1. Treat Your Social Channels Like Shopfronts
Your social profiles are more than marketing, they’re a virtual extension of your storefront. Every post, story, and ad should reflect your product offering, customer experience, and brand personality.
Here’s how to optimise your social shopfront:
Ensure profile bios clearly state what you sell and link to your website
Use highlights to categorise key info (e.g. FAQs, shipping, best sellers, customer reviews)
Maintain consistent visuals so your brand is instantly recognisable
First impressions matter, make sure yours looks polished, clear, and intentional.
2. Create a Content Mix That Aligns With the Buyer Journey
Not all content should sell. In fact, content that educates, entertains or inspires can do more for your long-term growth than constant product pushes.
We recommend using a mix of the following content types:
Attract – Reels, memes, or UGC to draw new audiences in
Engage – Behind-the-scenes, storytelling, and FAQs to build trust
Convert – Product spotlights, reviews, and limited-time offers
Delight – Post-purchase tips, loyalty content, or user features
Every piece of content should have a clear purpose, and that purpose should support your sales funnel.
3. Leverage User-Generated Content (UGC)
Nothing builds trust quite like seeing real people using your products. Encourage happy customers to tag your brand, leave reviews, or share unboxings.
UGC isn’t just social proof, it’s powerful content you can reuse across platforms:
Repost customer photos and videos to your feed or stories
Feature testimonials in carousel posts
Create highlight reels of tagged posts and glowing reviews
Pro tip: Make it easy. Offer a discount or giveaway in exchange for UGC.
4. Use Story Highlights as Sales Tools
Think of your highlights as mini landing pages. They're one of the first things potential customers will click, so make them work hard.
Some highlight ideas for e-commerce brands:
Shop Now – with direct product links
Shipping Info – so customers can buy with confidence
How To Use – show your product in action
Before & After – results-focused content
Customer Love – testimonials and shoutouts
The more clarity you offer up front, the easier it is to convert new visitors into customers.
5. Don’t Rely on Organic Alone, Use Paid Ads to Scale
Organic content builds community. Paid ads drive scale. To grow your e-commerce store consistently, you need both working together.
Here’s where social ads shine:
Retargeting abandoned carts or page visitors
Promoting product drops or seasonal collections
Showcasing best sellers to new audiences
Running dynamic ads tailored to browsing behaviour
We build high-converting campaigns that work in sync with your content strategy, for a seamless, scalable approach to social media growth.
Explore our Social Media Management services to see how we can handle both content and ads, tailored to your goals.
6. Use Product Tags & Instagram Shopping Features
If you’re not using Instagram Shopping, you’re missing out on sales. Make it easy for your followers to go from liking your post to buying the product.
Here’s what to implement:
Tag products directly in posts and reels
Set up a Shop tab on your Instagram profile
Create product collections (e.g. Gifts Under $50, New Arrivals)
Use product stickers in Stories to highlight offers
Reduce the steps between discovery and purchase, and conversions will follow.
7. Track What’s Working and Optimise Monthly
E-commerce is fast-paced, so your social strategy should evolve with it. Set time aside each month to review what content is driving clicks, saves, and sales.
Look at:
Website traffic from social
Product page views and conversions
Top-performing posts and ads
Engagement vs. sales metrics
We include performance reporting in all of our social media management packages, so you always know what’s working, and where there’s room to grow.
Bonus Tip: Customer Service Is Content
Replying to comments, answering DMs, solving delivery questions, that’s not just customer service, it’s brand-building. A fast, helpful response on social creates a lasting impression and can turn a one-time buyer into a repeat customer.
At 26 Impressions, we handle community management with the same care and consistency as we do your content.
Your E-commerce Brand, Elevated
At 26 Impressions, we take a thoughtful, data-led approach to social media for e-commerce. Whether you’re just starting out or looking to scale, we create strategies that align with your brand, speak to your audience, and deliver results that go beyond likes.