8×8, Inc. has introduced 8×8 Social Connect, a retail‑focused customer experience solution designed to convert social media conversations into direct sales while resolving customer issues faster. Built on the 8×8 Platform for CX, the tool integrates social listening and contact center capabilities in a single environment, aiming to make omnichannel shopping interactions more seamless and revenue‑driven.
With mobile devices accounting for approximately 75% of e-commerce traffic and over 80% of consumers expecting instant brand responses, the need for timely engagement has never been greater. Research also shows that customers are significantly more likely to complete purchases when the interaction is personalized. 8×8 developed Social Connect to meet these expectations by pairing Meltwater’s social listening technology with the 8×8 Contact Center, enabling brands to identify, prioritize, and act on opportunities the moment they surface in public social feeds.
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According to Metrigy CEO Robin Gareiss, consumer use of social platforms to interact with businesses has risen 35% from 2024 to 2025, and more than half of consumers welcome proactive outreach. Speed, she said, directly correlates with revenue, with faster responses leading to higher spending.
Social Connect works by continuously monitoring a retailer’s social channels in real time to detect customer intent, sentiment, and urgency. When a comment indicates potential interest or a service need, it is flagged and routed to an agent’s workspace inside the 8×8 system, complete with full context and AI‑driven guidance from 8×8 Smart Assist. Agents can then shift the conversation from a public post into a branded, private one‑to‑one chat using Rich Communication Services or messaging apps like WhatsApp. This allows for sharing images, videos, and purchase details, guiding the customer through a secure transaction with 8×8 SecurePay without leaving the platform.
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Hunter Middleton, Chief Product Officer at 8×8, said the technology closes a critical gap for retailers. “Every missed social comment is a lost sale, and every delayed response risks your reputation. With 8×8 Social Connect, retailers can move customers from public comments into private, personalized conversations where agents can close a sale instantly or resolve a problem discreetly.”
By blending social listening, AI‑assisted engagement, secure payments, and omnichannel communication into one interface, 8×8 is positioning Social Connect as a tool for both boosting conversion rates and protecting brand reputation, while also generating valuable data insights to refine campaigns and operations.
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