![]() is on the rise, it pales in comparison to the social commerce market in China. a blueprint for how to create a thriving e-commerce ecosystem, experts said. "All of a sudden commerce goes from something isolated on a brand website, on the desktop internet, to an integral part of all of your online experiences."Ĭhina, where WeChat has grown from a messaging platform to an all-in-one app or "super app," has given social media platforms in the U.S. "Another piece of this that I think needs to be said is integrations with other aspects of consumers' online behavior," he said, citing how platforms like WeChat's mini-programs not only allow consumers to shop, but also let them share that experience with other users on their own social feed. When platforms can provide retailers with the tools and features to create a compelling shopping experience, both brands and consumers are encouraged to join the platform, said Asa Mazor-Freedman, research specialist at Gartner. "Popularity plays a big role," Cohen said in response to why some social platforms ranked higher than others. The top platforms where consumers learn about brands were Facebook (41%), Instagram (35%) and Pinterest (21%). Retailers' investments in these partnerships appear to yield results, according to a recent report from NPD.Ī little over half (51%) of consumers surveyed in NPD's fashion apparel report said the content they saw on their Facebook and Instagram feed resulted in a purchase. "Retailers, they would sit there and say what the product was, they would say where it was made, they would tell you the size, they would say how much the price is, but they didn't romance the product." Social media "has become the form of communication for the brands to be able to create the right dialogue," said Marshal Cohen, chief retail analyst at the NPD Group. The technology, which was used by brands like Gucci, Urban Decay and YSL, emulated an in-store experience and minimized returns when the pandemic pushed stores to close fitting rooms and beauty retailers to take samples off shelves. Snapchat and Pinterest, on the other hand, have both been banking on the success of AR try-on tools. Walmart has partnered with TikTok twice on livestreaming events with popular creators on the app as the hosts. differentiator of social over your own e-commerce site, which no matter how beautiful it is, it's mostly static."īrands seem to recognize that too, as they increasingly form partnerships with social platforms where consumers spend their downtime.įacebook recently concluded a summer livestream shopping series featuring brands like Sephora, Bobbi Brown Cosmetics and Abercrombie & Fitch. "The velocity of adding new experiences, which get people traction and get them excited, is. It's not the same Facebook from 2006 ," Ben-Itzhak said. "The experience on Amazon is the same as Amazon from 1999. And while the shopping experience on traditional e-commerce sites has hardly changed since its inception, the same cannot be said for social media, he said. Though more consumers increasingly shop online, Ben-Itzhak said they crave the product engagement they experience in physical stores - a gap in online shopping that social commerce attempts to fill. "The reach of social to billions of people over there, there's no place on the digital planet where you can get that." "One of the most well-known advantages is reach," Ben-Itzhak said. ![]() The role of social media has slowly shifted its place in the consumer's purchasing journey one innovation at a time - from being a tool to discover new products to becoming the channel where these products are purchased, said Yuval Ben-Itzhak, president and chief of strategy at Emplifi. ![]() "But with more and more people using social media, and more and more people buying online, just seemed like a natural next step." Most of the social platforms did have some shopping functionalities for many years," Enberg said. In 2025, eMarketer expects social commerce sales to reach $79.64 billion. This year, sales rose 35.8% to $36.62 billion from $26.97 billion in 2020 and $19.42 billion in 2019 pre-pandemic, the report indicates. "Thanks to the pandemic-driven e-commerce boom as well as increased social media consumption, we saw all of the major social platforms roll out new offerings, fine tune their existing offerings," said Jasmine Enberg, eMarketer senior analyst at Insider Intelligence, covering global trends in social media.īased on a recent report by eMarketer, social commerce in the U.S. Instagram declined to comment on the details of its newfound shopping focus. President and chief of strategy at Emplifi
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