The Evolution of Social Commerce

Chapter 6 of Ecommerce Best Practice: Generating Demand

More than half the world’s population use social media, though selling on the channel offers brands more than just scale. This chapter looks at the evolution of social commerce, the opportunity it holds for brands, and what they should consider when selling on social platforms.

23 minute read

Social commerce is expanding rapidly as social platforms continue to explore different ways to monetise their audiences. This chapter looks at the evolution of social commerce, also covering:

The opportunity: How big is the social commerce market, and what does it offer both B2C and B2B brands?
Strategy: What key considerations must brands keep in mind when considering the social commerce opportunity?
Case studies: How have brands including Farfetch, Vitabiotics and L’Oréal Paris incorporated social commerce campaigns into their ecommerce strategies?