Social has become the heart of commerce

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Social has
become the
heart of
Commerce

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Social becomes the heart of the post-pandemic shopping experience
Table of Contents
This ‘temporary’ boom in online shopping isn’t stopping
Younger generations now turn to social networks
Social brands are reimagining the customer experience

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Before the pandemic, social commerce was a shiny new
opportunity for the most innovative businesses to experiment
with and gain competitive advantage. That all changed
overnight when consumers went into lockdown, and so many
shifted to buying online to meet their basic needs.
Social becomes the heart of
the post-pandemic shopping
experience
Lockdowns accelerated ecommerce forward by a decade—in
three months.

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84% of the consumers were suddenly
shopping over the internet
Did you know?
Source: Shopify. Future of Commerce 2021

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This ‘temporary’ boom in
online shopping isn’t
stopping
Nearly two years since the beginning of the
pandemic, this shift in consumer spending has
shown no signs of slowing down.

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The worldwide social commerce
market is now valued at more
than $500 billion USD
Source: Hootsuite and We Are Social. Digital 2021.

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Younger generations now turn to social networks to
research brands more than search engines.
Percentage of worldwide internet
users aged 16-24 who use each
channel as their primary source
of information while researching
brands.
Source: Hootsuite and We Are Social. Digital 2021.

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Source: Bank of America; Forrester Analytics; ShawSpring Research; US Department of Commerce; McKinsey analysis

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Social brands are
reimagining the
customer experience
Social commerce is a huge potential for
businesses to redefine how their
customers interact with their brands.

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Did you know?
Fashion and luxury brands are forging the path
to this not-too-distant future.
Marc Jacobs, Sandy Liang, and Valentino have all
been debuting new styles in Nintendo’s breakout
hit, Animal Crossing.
Burberry released an NFT collection in the game
Blankos Block Party that sold out in less than 24
hours.
Balenciaga collaborated with The Simpsons for
their latest digital runway.

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Trend in
action

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Rebel + Beauty threads their brand between
Instagram and IRL
Rebel + Beauty, a Toronto-based brow and lash store, has managed to properly balance their
client experience between Instagram and the real world.
Converted their branded Instagram presence into a working storefront. They began giving live
tutorials on the app for those who were stuck doing their brows and cosmetics at home, and
they created a Shopify store with a hybrid sales strategy.
SMALL BUSINESSES EXTEND THEIR BRAND ACROSS SOCIAL STOREFRONTS

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Gucci celebrates its hundredth anniversary in the
metaverse
Gucci celebrated its 100th anniversary this year on Roblox, a social gaming platform that appears to
be an early prototype of the metaverse. Visitors visited the "Gucci Garden," a virtual activity in
which their avatars could see, try on, and purchase digital Gucci products.
A digital replica of Gucci's Dionysus GG Supreme Canvas Embroidered Queen Bee purse cost more
than $4,000 to one visitor.
Finally, the event was a huge success, with 20 million people visiting the digital display over the
course of two weeks. In comparison, Gucci's website receives less than 10 million pageviews every
month.
ENTERPRISES TEST THE LIMITS OF THE ONLINE SHOPPING EXPERIENCE
Source: Adweek. Brands Are Scrambling to Get Onto Roblox. Is It Worth It? 2021.

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Advertisements on social media are one of the key methods for the world's 4.8 billion
active users to learn about new brands, products, and services. It is obvious that social
media has a pivotal role throughout the purchasing cycle.
Previously, social media was only a satellite of the business, an extension of the brand's
identity. Now, it has become the brand's identity. It is a primary platform for engaging
with, selling to, and servicing customers. Wherever you are in the world or whatever
industry you operate in, social commerce undoubtedly provides a significant and
growing opportunity.
While the brick-and-mortar storefront survives the pandemic, it's apparent that social
commerce has a potential that businesses cannot afford to forego. In 2022, small
companies must expand the experience their customers have with their brands
throughout social storefronts and in person, while multinational organizations must
push the boundaries of the e - shopping experience.
Bold predictions on what social commerce means for the future of shopping

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1. The simpler the purchasing procedure, the more likely consumers are to complete it.
Simple changes should be made by brands to enhance the brand experience on their
existing social networks. Even if a company isn't ready to launch a social store, it should
promote sales, events, and discounts on its business pages. Updating product
descriptions, promoting reviews, and responding to customer service concerns that are
visible to the public.
2. Given the magnitude of the social commerce opportunity, businesses should devote
as much attention and time to their online stores as they do to their physical locations.
3. Invest in conversational AI solutions to personalize the buying experience at scale.
Businesses should use an AI-powered assistant to handle all client interactions in one
location and provide immediate product recommendations.
What businesses should do about it?

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Thank you!