By Jessica Usenbor, director of product, diversified services and partnerships at Omnicom Media Group MENA
Social commerce, or ‘s-commerce’, exposes consumers to a large variety of products based on their search queries, social interactions and content preference. In turn, it enables brands to reach their target audience more effectively, creating a mutually beneficial relationship between consumers and brands. According to Emarketer, s-commerce in the US is expected to grow by 34 per cent in 2021, earning $36.62bn this year and making e-commerce strategy even more relevant. Southeast Asia continues to lead in the social commerce space and has shown an overall growth of 116 per cent
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