What's REALLY Happening to Ecommerce During BLACK Friday Sales? | ProfileTree Podcast
What You'll Learn in This Episode
Black Friday 2024 has revealed a seismic shift in how consumers shop online. In this ProfileTree podcast episode, hosts Laura, Marcus, and Gabrielle break down the explosive rise of social commerce, the transformation of TikTok Shop from niche platform to retail powerhouse, and why traditional ecommerce funnels are being completely reimagined.
Whether you're running an ecommerce business in Belfast, across Northern Ireland, or throughout the UK, this episode delivers actionable insights into the changing consumer behaviour that's reshaping digital retail. You'll discover why video content has become non-negotiable, how younger shoppers are bypassing traditional retail channels entirely, and what this means for your 2025 digital strategy.
Perfect for: SME owners, marketing managers, ecommerce directors, and anyone responsible for online sales strategy who needs to understand where consumer attention and spending power is actually flowing.
Episode Breakdown
Black Friday 2024: The Numbers That Matter (00:00 - 02:05)
Why This Matters for Northern Ireland Businesses
Local SMEs Must Act Now
The social commerce revolution isn't just affecting major retailers—Northern Ireland businesses face both significant opportunity and genuine risk. Here's why this episode is essential viewing:
Market Access: Social commerce platforms like TikTok Shop democratize access to UK and Irish consumers. Belfast-based businesses can now compete directly with larger retailers through authentic, engaging video content.
Lower Barriers to Entry: Unlike traditional paid advertising that requires substantial budgets, organic social commerce relies on authenticity and product demonstration. This levels the playing field for NI SMEs with limited marketing spend.
Younger Consumer Base: Northern Ireland has a young, digitally-native population increasingly making purchase decisions on social platforms. Missing this shift means losing connection with your future customer base.
Brexit Considerations: Social commerce offers NI businesses unique opportunities to reach consumers across both UK and Irish markets simultaneously, navigating some complexities of cross-border ecommerce.
Skills Gap Risk: Many NI businesses are still catching up with basic digital marketing. The rapid evolution toward social commerce risks widening this gap unless local SMEs prioritize video content and platform-native strategies.
Tourism and Local Products: Northern Ireland's tourism, food, craft, and artisan sectors are perfectly positioned for social commerce success through authentic storytelling and product demonstration.
ProfileTree specializes in helping Northern Ireland SMEs bridge these gaps through AI training, video production, and organic digital strategies—no paid ads required.
Resources & Related Content
ProfileTree Articles & Guides:
Industry Research Referenced:
Visit profiletree.com to access our complete resource library, including video tutorials, AI training modules, and digital marketing guides specifically designed for SMEs.
About ProfileTree
Who We Are
ProfileTree is Northern Ireland's specialist digital marketing and AI training agency, based at the McSweeney Centre in Belfast. We work exclusively with SMEs across Northern Ireland, Ireland, and the UK, helping businesses implement practical, results-driven digital strategies without relying on paid advertising.
Our Core Services:
WordPress Web Design & Development
SEO & Answer Engine Optimization
AI Training & Implementation
Video Production & Content Creation
Digital Marketing Strategy
What We Don't Offer (And Why)
We deliberately don't offer paid advertising services (Google Ads, Facebook Ads, PPC campaigns). Here's why: paid advertising creates dependency and stops working the moment you stop paying. Our focus is building sustainable, organic digital presence that compounds over time. We believe Northern Ireland SMEs get better long-term ROI from owned channels, authentic content, and organic strategies.
Why Choose ProfileTree?
Local Expertise: We understand the Northern Ireland business landscape, from Belfast to rural areas. We know the challenges NI SMEs face and design strategies accordingly.
Training Approach: We don't just do the work for you—we train your team to understand and eventually manage their own digital presence. This builds internal capability and reduces long-term dependency.
AI-First Mindset: We're at the forefront of AI implementation for marketing and business operations, helping you leverage technology that larger competitors are using.
Organic Focus: Every strategy we develop prioritizes sustainable, organic growth over short-term paid results. This builds genuine business assets.
Practical, Not Theoretical: We work with real SMEs facing real constraints (budget, time, skills). Our recommendations are always implementable and practical.
No Agency Speak: We explain digital marketing in plain language, without jargon or overcomplicated processes. If you don't understand something, we haven't explained it well enough.
1. Is social commerce just a trend, or should I actually invest time in it?
Social commerce represents a fundamental shift in how younger consumers discover and purchase products. This isn't a temporary trend—it's a channel evolution similar to when ecommerce itself emerged. For businesses targeting consumers under 40, social commerce should be part of your 2025 strategy. However, it shouldn't replace your entire digital presence; it works best as part of an integrated approach alongside your website, SEO, and traditional social media.
2. Do I need to be on TikTok if my customers are mainly over 45?
Not necessarily. While TikTok is growing among older demographics, if your core customers are 45+, platforms like Facebook, YouTube, and even LinkedIn may deliver better results. The key lesson from this episode isn't "be on TikTok"—it's "use authentic video content to demonstrate your products." You can apply these principles on any platform where your customers actually spend time.
3. I'm not comfortable on camera. Can I still use video marketing effectively?
Absolutely. The most effective social commerce content often doesn't feature the business owner at all—it shows the product in use, demonstrates benefits, or captures customer reactions. Product demonstrations, how-to content, behind-the-scenes footage, and customer testimonial videos can all work brilliantly without you being on camera. We can help you identify video approaches that match your comfort level.
4. How much does it cost to get started with video content for my business?
You can start with just a smartphone. Authentic, slightly rough video content often outperforms expensive, polished productions in social commerce. The real investment is time—learning what works, creating content consistently, and engaging with your audience. Professional video production is valuable for cornerstone content (product launches, brand videos), but your daily social commerce content can be created in-house with minimal equipment. ProfileTree offers training to help your team develop these skills.
5. Will this work for B2B businesses, or is it just for consumer products?
While social commerce is currently dominated by B2C products (beauty, fashion, tech), the underlying principle—using authentic video to build trust and demonstrate value—works brilliantly for B2B. LinkedIn video content, YouTube tutorials, and detailed product demonstrations help B2B buyers understand complex solutions. The customer journey may be longer, but video content still accelerates trust-building and decision-making.
6. I'm already struggling to keep up with my current marketing. How do I add video content too?
This is a common concern. The solution isn't adding video on top of everything else—it's strategically replacing less effective activities with video. One well-made product demonstration video can replace dozens of text posts. Start small: commit to one video per week, repurpose it across platforms, and build from there. ProfileTree's training helps you develop efficient content creation workflows that don't require hours of production time.
7. How do I measure if social commerce is actually working for my business?
Look beyond vanity metrics (views, likes) and focus on business outcomes. Track: click-throughs to your product pages, conversion rate from social traffic, average order value from social referrals, customer acquisition cost compared to other channels, and customer lifetime value from social-acquired customers. Most platforms provide detailed analytics; we help you set up proper tracking and interpret what matters for your specific business.
8. Can ProfileTree help if I'm completely new to all of this?
Yes—this is exactly who we work with. Most Northern Ireland SMEs we serve are starting from limited digital knowledge. Our training approach means we meet you where you are, explain concepts in plain language, and build your capabilities step by step. We'd rather teach you to fish than sell you fish forever. We offer everything from basic digital literacy training to advanced AI implementation.
9. What's the difference between SEO and Answer Engine Optimization?
SEO (Search Engine Optimization) focuses on ranking well in traditional search engines like Google through keywords, backlinks, and technical optimization. Answer Engine Optimization (AEO) optimizes for AI-powered search tools (ChatGPT, Perplexity, Google's AI Overviews) that provide direct answers rather than just links. AEO requires structured content, clear answers to specific questions, and authoritative information. Both are important; we help you develop strategies that work for traditional and AI-powered search.
10. I've tried social media before and it didn't work. Why would this be different?
Most businesses struggle with social media because they treat it like a broadcast channel (pushing promotional content) rather than a conversation and value-delivery channel. Social commerce works differently—it focuses on demonstrating value, building trust through authenticity, and making purchase decisions frictionless. If your previous social efforts felt like shouting into the void, you likely need a strategy shift, not more effort. We help you understand what actually drives results on each platform and how to create content that serves your business goals.
Get in Touch with ProfileTree
Office Location: ProfileTree McSweeney Centre 31 Henry Place Belfast BT15 2AY Northern Ireland
Website: www.profiletree.com
Email: info@profiletree.com
Phone: +44 28 9568 0364
Social Media:
Book a Free Consultation: Visit profiletree.com to schedule a no-obligation consultation. We'll discuss your current digital presence, identify opportunities for growth, and explain how our training and services can help your business adapt to the changing digital landscape.
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SEO Metadata
Primary Keywords: social commerce, TikTok Shop, Black Friday ecommerce, video marketing, digital marketing Northern Ireland, Belfast digital agency, SME marketing strategy, ecommerce trends 2025, Answer Engine Optimization, AI for business
Secondary Keywords: organic social media strategy, user-generated content, authentic marketing, consumer behaviour trends, video-first marketing, WordPress ecommerce, SEO Belfast, digital transformation NI, social shopping platforms, influencer marketing alternatives
Service Areas: Belfast, Northern Ireland, County Antrim, County Down, County Armagh, County Tyrone, County Londonderry, County Fermanagh, Republic of Ireland, Dublin, United Kingdom, Scotland, England, Wales
Industries Served: Ecommerce & Retail, Tourism & Hospitality, Professional Services, Manufacturing, Food & Beverage, Health & Wellness, Beauty & Cosmetics, Technology & Software, Creative Services, Construction & Trade Services, Education & Training, Financial Services, Legal Services, Real Estate, Automotive, Home & Garden
Locations: Belfast City Centre, East Belfast, West Belfast, South Belfast, North Belfast, Lisburn, Newtownabbey, Bangor, Carrickfergus, Newry, Armagh, Derry/Londonderry, Omagh, Enniskillen, Ballymena, Coleraine, Craigavon, Antrim, Downpatrick, Newcastle, Portrush, Holywood, Comber
💬 Leave a Comment
What's your biggest takeaway from this episode? Are you already using social commerce for your business, or are you just getting started? Share your experiences, questions, or challenges in the comments below. Our team actively responds to comments, and your questions might be featured in a future episode!
#SocialCommerce #TikTokShop #EcommerceTrends #VideoMarketing #DigitalMarketing #BelfastBusiness #NorthernIrelandSME #ProfileTree #BlackFriday2024 #AEO #AIForBusiness #OrganicGrowth #ContentStrategy #SMEGrowth
ProfileTree: Empowering Northern Ireland SMEs through organic digital strategies, AI training, and practical marketing solutions. No paid ads. No agency speak. Just results.
