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 the competing platforms continue to explore different ways to monetise their audiences. This chapter looks at the evolution of social commerce, covering:

The opportunity: How big is the social commerce market, and what does it offer both B2C and B2B brands?
Strategy: There are 3Ps that govern social commerce strategy: programme, platform and partnerships. What key considerations must brands keep in mind when considering the social commerce opportunity?
Partnerships: How can brands leverage influencers and community networks on social media to both directly and indirectly drive sales?