When I started Ergode, it wasn’t with a grand vision or a carefully crafted business plan. It began with a single used book—a test of curiosity more than ambition. The thrill of that first sale wasn’t about profit; it was about possibility. It taught me something fundamental: the smallest steps can lead to the biggest journeys.
Fast forward to today, Ergode has grown into a global e-commerce powerhouse, operating across 150 countries with over 3 million products. But even now, the excitement of exploring uncharted territory stays the same. Right now, that territory is social commerce.
Social commerce is reshaping how brands connect with their audiences. It’s no longer about broadcasting your message; it’s about joining conversations where people already are—on platforms like TikTok, Instagram, and Facebook. For me, it’s a reminder of my earliest days in business: being nimble, listening to your customers, and meeting them where they are.
Back when I started, the idea of social media—or social commerce—didn’t even exist. We relied on word of mouth, traditional sales channels, and plain old persistence. Over the years, as e-commerce evolved, we adapted: first by building websites, then by optimizing listings, and later by leveraging digital ads.
But no matter the method, one thing stayed constant: success comes from understanding people. Today, understanding means showing up where your customers are already engaged—and that’s on social platforms.
Let me explain with an example from one of our brands, Vizari, which sells affordable, high-quality soccer gear. Like many brands, Vizari initially focused on traditional online marketplaces. But as competition grew, we realized we needed to reach our audience in a way that felt more personal and less transactional.
Instead of creating standard ads, we decided to experiment with storytelling on TikTok. We focused on sharing moments that every soccer fan could relate to: the thrill of a last-minute goal, the camaraderie of a team, or the hours spent practicing on a field.
Our content was simple—behind-the-scenes glimpses of how our gear is used, Q&A sessions with customers/followers, and even light-hearted videos about the quirks of the sport. The goal wasn’t to sell but to celebrate the passion for soccer.
The response was immediate and heartfelt. Fans started messaging us with their own stories, asking questions about gear, and sharing moments from their matches. Amateur players, parents, and even coaches began engaging with Vizari—not because we had the fanciest videos, but because we were genuine.
Social commerce isn’t just a buzzword. It’s a fundamental shift in how people discover, interact with, and trust brands. Platforms like Instagram and TikTok allow for seamless shopping experiences nowadays, but what makes them powerful isn’t just the technology—it’s the human connection they enable that not many people think of.
For our brand, Vizari, this meant stepping into the shoes of soccer enthusiasts. We weren’t just selling shin guards or cleats; we were sharing the joy and culture of the sport. By putting people at the center of our story, we were able to do more than grow sales—we built a community of like-minded people who just wanted to live, eat and breathe soccer.
Here are a few lessons I’ve jotted down for you that I believe can help you succeed in social commerce:
When I look back on my journey, I see a series of small steps that led to something big. Selling that first book taught me to embrace change, take risks, and always stay curious.
Social commerce reminds me of those lessons. You don’t need a big budget or a perfect strategy to get started. What you need is a willingness to try, to listen, and to tell your story.
Because at the end of the day, people connect with people—not just products. And when you show up authentically, the possibilities are endless.
Regards,
Rupesh
