With 28.4% growth projected between 2021 and 2028, social commerce carries a heightened sense of urgency and opportunity. Consumers want it, and big business is backing it, with the likes of Meta, TikTok, and Douyin in China, leading the charge.
Social platforms started out as platforms where people sought connection and inspiration. The idea that you could link this directly to product search and transaction to create an end-to-end shopping journey on some of the world’s most popular apps has been talked about for years. But it has been more aspiration than reality – until now.
Mining this year’s Future Shopper data, we take a closer look to unpack the opportunity, explore why the time for brands to get involved with social commerce is now, and how Wunderman Thompson can support them on that journey - including an offer to enable in-app purchasing on social channels via "The Connector".