The definition of social commerce, once simply understood as the entire shopping experience taking place on a social media platform, has become a little complicated. As the lines between social and digital blur, industry confusion has been exacerbated by the limited uptake of adoption. Even during the pandemic, outside of China and the US, less than 30 per cent of internet users globally have made a purchase on a social platform in 2021 (according to eMarketer), while Instagram Checkout is available to fewer than 30 global brands.
This uncertainty has caused brands to focus all their efforts and resources on building out robust, standalone e-commerce experiences instead of prioritising and inves
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
