Blockchain and Smart Contracts on Social

Selling

Eng. CRISTIAN HEIDELBERG VALENCIA PAYÁN, PhD.

Department of Telematics
University Of Cauca
September 14, 2023
BlockChain
Traceability
Sustainability & Globalization
 Questions
What implementations of Blockchain are used to support social selling processes in
small businesses?

How can a food Blockchain traceability platform improve the trust in a social selling
scheme?

Can a smart contract be used to measure the reliability in a food Blockchain

traceability platform?
Food Supply Chain
 Social Media in the Supply Chain

With the constant growth of potential customers on social media platforms, there has been an increase in real-time access
to the information regarding a product used by other customers that shared their opinion about the product.

Companies have started to understand that consumer communities are essential to the business success. This
understanding has enabled the B2C communication represented by a short supply chain that can be seen as a less complex
and straightforward version of the last two stages of the food supply chain.

This has made it possible for companies to conduct advertising campaigns directly focused on those communities that
make up the core of a product’s consumption, also known as social marketing.

Similarly, they have gained a way to offer ready-to-eat products directly to the end consumer through social networks or
social apps; this is known as social selling.
Social Media in the Supply Chain

Develops relationships as part of the sale

process, using social networks like
Facebook, Instagram, Twitter, etc. It is
focused on building solid relationships
with potential buyers.

Social selling is an approach that

leverages social media to understand,
connect and engage customers in what is
deemed relevant to their decision-making
processes
Social Media in the Supply Chain

• Shortens the sales cycle

• Sharpens the cold outreach
• Amplifies the brand reach
• Optimizes Ad Spend
• Engages employees
• Generates high-quality leads
• Build customer loyalty
• Mobilizes customers
 COVID-19 Pandemic Effects on the Supply
Chain and Social Selling
• Although developing countries struggle to harness digital opportunities, the pandemic has caused a digital shift that has
boosted digital media performance.

• In general, digital businesses have been more resilient to the pandemic crisis since they have not been so affected by
the restrictions imposed by governments.

• Governments are considering the use of a Digital Health Passport (DHP) to certify that a product has not been exposed
to any biological risk on the supply chain and to prevent highly contagious diseases spread to tourist locations, work
facilities, or airports.

• A Health Passport is an expandable document that contains all the critical personal, social care, and clinical information
about a person with one or multiple health considerations, like the Digital Certificate of Vaccination “MiVacuna” offered
by the Colombian government.
 Social Media in the Supply Chain

• Although the pandemic has brought benefits, it has also presented challenges to governments and companies to obtain
more significant benefits from this boom and achieve greater penetration of potential consumers. The main challenges
to be solved are disruptions in traceability in the supply chain and commercial coordination due to privacy policies on
social networks.
Blockchain-Based Traceability Platform for
Social Selling
Blockchain-Based Traceability Platform for
Social Selling
 Blockchain-Based Traceability Platform for
Social Selling
Smart Contract
 Blockchain-Based Traceability Platform for
Social Selling
Smart Contract

Activity Data Traced Members

Packaging, Temperature,
Selling Humidity, DHP, Origin, Rating. Social Network Users &
Destination, Transport time, Suppliers
Transport Rating.
Acceptance, DHP, Rating, Social Network Users &
Deliver Recommendations Consumers
Blockchain-Based Traceability Platform for
Social Selling
 Blockchain-Based Traceability Platform for
Social Selling
Platform Traceable data Data validation COVID-19 rules Social Selling Blockchain
BTP Yes, using a smart
End-to-end* Yes Yes Yes
(Our platform) contract.
Yes, provide a
Connecting Food End-to-end** separated tool to Yes No Yes
audit data
Ebay Location No evidence Contact-free delivery No No
Amazon Location No evidence Contact-free delivery No No
Facebook Marketplace Location No evidence Contact-free delivery Yes No
Doordash Location No evidence No evidence No No
Agridigital Agreed by users No evidence No evidence No Yes
Fischcoin Agreed by users No evidence No evidence No Yes

* Depending on user access to available technology

**Depending on the contracted tool or the company targets
 Conclusions
• The development of this platform benefits online retailers by giving them more reliability in the selling
process based on the platform qualification; they could be qualified using the transactions registered on the
Blockchain platform.

• All the users will be able to track in real-time their products using the platform apps on a mobile device or a
computer. Traceability implementation using Blockchain technology could help the technology be adopted
more quickly by small producers in developing countries.

• These would help identify problems in the different methods conducted during social sales so that future
improvements can be applied to how the products are managed or packaged.

• In times, like the one affronted with the COVID-19 pandemic, this type of platform gives online retailers,
transporters, and buyers a safe way to perform the activity, considering the DHP data.