As the rise of smartphones has reshaped the ways in which consumers browse, shop, and interact with brands, it has paved the way for a new branch of e-commerce: social commerce. As the next step in the evolution of e-commerce, social commerce ostensibly makes sense: social media apps such as Instagram and TikTok draw in significant portions of the online population on a daily basis , particularly millennials and Gen Z-ers, the two generations encompassing the first digital natives. For these consumers, social media is an integral part of their daily lives, surpassing its original purpose of sharing content with friends and family to connect people to products and services they may not have found in the real world. In 2022, over 50% of millennials and Gen Z-ers listed social media channels above traditional e-commerce platforms for discovering international brands and consumers within this demographic are forecast to account for 62% of global social commerce spend by 2025. Regional differences Despite the opportunities social commerce presents, however, its success has been patchy to say the least. So far, the APAC market has proven most lucrative for the medium: retail giant Alibaba’s livestream app Taoboa, for example, experienced exponential growth […]
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