1、SocialCommerce 2022by The Influencer Marketing Factory DOWNLOAD OUR CREATOR ECONOMY REPORTINCLUDES:What is the Creator Economy?Creators and Users Surveys Social Media and The Creator Economy Creator Economys Platforms and Tools Case Studies Quotes from expertsCLICK HERE2TABLE OF CONTENTWhat is socia

2、l commerce?Our Survey Social Media and Social Commerce Livestream shopping35 19 39 66What you will learnFrom our exclusive Survey*From our research on Social Commerce182%of responders have discovered a product on social media and purchased it directly on their phone57%have purchased something during

3、 a livestream shopping event and 39%strongly agree that they like to discover new products during live shopping events.234541234558%have used a Buy Now Pay Later service compared to our previous survey run in early 2021,36%more users have tried BNPL41%strongly agree they like to take advantage of sp

4、ecial discounts offered by influencers42%strongly agree that they prefer to check out directly on a social media app(instead of a third-party website)97%of Gen Z consumers use social media as their top source of shopping inspiration90%believes influencer marketing to be an effective form of marketin

5、g and 72%believe that the quality of customers from influencer marketing campaigns is better than other marketing typesThe number of US social commerce buyers accelerated 25.2%to 80.1 million in 2020 and is anticipated to increase to 96 million in 2022.83%of consumers browsing TikTok say seeing tren

6、ding content has inspired them to make a purchaseWorldwide,social commerce generated about$475 billion U.S.dollars in revenue in 2020.With an expected compound annual growth rate(CAGR)of 28.4 percent from 2021 to 2028,revenues are expected to reach approximately 3.37 trillion dollars in the latter y

7、ear*1,000 US respondersExclusive quotesAlessandro Bogliari CEO&Co-Founder The Influencer Marketing Factory5Sophie Abrahamsson Chief Commercial Officer BambuserAlexander Rauser Founder FluxPandaNik Sharma Chief Executive Officer Sharma BrandsAshley Crowder Founder&Chief Executive Officer VNTANASharon

8、 Gee VP of Revenue Growth&General Manager of Omnichannel BigCommerceChloe Cox Social Strategy and Insight Consultant Wunderman Thompson CommerceMelanie Bedwell eCommerce Manager OLIPOPJason Wong Founder PugHausJonathan Roque Digital Marketing&Content Strategist ZapietKayla Darcey Strategic Account M

9、anager MikMakNick Shaw Chief Revenue Officer BrightpearlFrost Li Chief Executive Officer Social ChatKashif Zaman Founder&Chief Executive Officer UptokFrancesca Gargaglia Chief Operating Officer Amity6Henson Tsai Founder and CEO SleekFlowAdi Itach Chief Marketing Officer SayolloJohn Lietsch Chief Ope

10、rating Officer Bloo KanooBrian McMahon Founder&Chief Executive Officer Pickle PollNick Drewe Founder&Chief Executive Officer WethriftHannah Zheng Head of Business Development Shop LIT LiveMadison Schill Director of Marketing&Communications LiveScaleMatthew Brennan Author Attention FactoryLiel Anisen

11、ko Head of Marketing buywithLynn Power Co-Founder&Chief Executive Officer MASAMIAri Evans Founder&Chief Executive Officer MaestroAnna Dato Marketing Manager Asia IntercosAman Khurana Co-Founder&Co-Chief Executive Officer Go InstoreExclusive quotesWhat is Social Commerce?What is social commerce?Socia

12、l commerce is the process of selling and buying products directly on social media.The entire shopping experience,from product discovery,research,to checkout can happen without the consumer having to leave the social media platform.Features such as the“buy now”button or autofill payments remove the f

13、riction from the consumer journey,thus making the whole process easily accessible.All-in platforms,also known as“Super Apps”stem from the example of China,one of the most advanced social commerce market in the world.8eMarketer forecasted that,in 2021,US social commerce sales would rise by 35.8%to$36

14、.62 billion.Thats only a slight deceleration in growth from social commerces blowout in 2020,when sales surged by 38.9%,due to the pandemic-driven boom in e-commerce and increased social media consumption.Despite strong growth,the USs social commerce market was forecasted to be about one-tenth the s

15、ize of Chinas$351.65 billion in 2021.9The US MarketTotal US retail social commerce sales will reach$79.64 B by 2025(Insider Intelligence)Facebook is the top social commerce platform in the US,boasting of 56.1 million buyers in 2021.Instagram is in second place,with 32.4 million.(Insider Intelligence

16、)72%of people use a Social Media Platform to research brands(Influencer Marketing Hub)(Insider Intelligence)forecasted US retail social commerce sales to be 10%of Chinas at$36.62 B up to 35.8%from 2020(Insider Intelligence)forecasted Chinese retail social commerce sales to reach$351.65 B in 2021The

17、number of US social commerce buyers grew to 80 million in 2020 and is anticipated to increase to 96 million in 2022(eMarketer)10Social Commerce StatsSocial commerce will help brands increase their mobile conversion rates and decrease cart abandonment rates.It will also support influencers in terms o

18、f additional revenue streams,such as affiliate fees when they sell third-party items and better margins on their own merchandising,products,and services.Our survey shows that there is a lot of interest and potential in social commerce,thanks to new social media features and tools and I cant wait to

19、see its future development.“”Alessandro BogliariCo-Founder&Chief Executive Officer The Influencer Marketing Factory11In a survey conducted by The Influencer Marketing Hub“90%of respondents believe influencer marketing to be an effective form of marketing”and“72%believe that the quality of customers

20、from influencer marketing campaigns is better than other marketing types.”Working with the narrated algorithm on their side,influencers on social platforms like TikTok and Instagram are pushed to suit the categories youre interested in.In short,this makes influencer marketing one of the most proacti

21、ve methods to boost your business.Based from all around the world,in niches no one has ever heard of,there is always a creative influencer with articulated videos to capture your audiences attention.Thats the beauty of it!With the balance of sourcing the right influencer to promote your business,rel

22、iant on their innovative prowess,you can harness the power of social media marketing to come up with delightful videos and images for your viewers to watch.Influencers lead the way1212In June,Instagram launched the“affiliate program”giving influencers the ability to monetize brand partnerships with

23、affiliate links and earn directly from their posts,receiving commission payments based on the total sales they drive for a brand.In August,Instagram also launched to everyone the possibility to share link stickers on the platform,ditching the“swipe up”feature that was available only with 10K followe

24、rs.Now also micro-influencers can share shoppable stories.Influencers are driving social commerceWith the Amazon Influencer Program,influencers can upload a large variety of content to their Amazon Storefronts and earn a commission when their followers purchase from the storefront.Image source:Paiig

25、e Desorbo Instagram13What we have seen since launching our live commerce solution in 2019,is that more and more retailers are starting to incorporate live commerce into their e-com strategy going beyond events and proof of concepts,and that is when live commerce reaches its full potential-when all c

26、onsumer touchpoints become interactive,social and shoppable.Brands and retailers are discovering the potential of a new and more authentic way of interacting with their communities and consumers,where transparency will be key.Brands that are able to meet consumers in this dialogue and offer genuine

27、added values and stay accountable in regards to sustainability and inclusion will be rewarded.I also think we will see the rise of a new generation of influencers,focusing on live commerce-the bravest generation so far,that will truly and continuouslyinteract with their followers in live formats whe

28、re everything isauthentic and interaction with the audience is key to success.“”Sophie AbrahamssonChief Commercial Officer Bambuser14Worldwide,social commerce generated about$475 billion U.S.dollars in revenue in 2020.With an expected compound annual growth rate(CAGR)of 28.4 percent from 2021 to 202

29、8,revenues in this segment are expected to reach approximately 3.37 trillion dollars in the latter year.eMarketer forecast expected China to generate$131.52 billion in live streaming social commerce sales in 2021.US marketers can use China as an example of how to incorporate live streaming into thei

30、r social commerce strategies,such as tapping creators and influencers to drive engagement and sales.Future trends are already a reality in China15Flow of purchasebrowseadd to cart checkout in 1 click16Image source:InstagramBeing in the social commerce space right now is super exciting as we experien

31、ce rapid change and innovation taking place.Every brand exploring social commerce is racing to find the perfect format.Whether its live,influencers,communities,sales,engagement,promotion,or a combination of some sort?How do you connect all these into something that works and converts?By answering th

32、e above questions brands can unlock new opportunities,and combine social,culture,brand,and experience into a unique format.The result,social commerce experiences that are fully owned by the brand,creating their own community of loyal shoppers and valuable data insights.These attributes sound like po

33、werful tools for any business to have in their marketing toolbox.“”Alexander RauserFounder FluxPanda17The shopping experience changes for both parties After the pandemic,companies and brands are trying to find new ways to acquire and retain customers.Online presence became just as important as the t

34、raditional brick and mortar.Social commerce allows customers to:-interact with the brand-read comments-share the product with friends and family for a quick consult Before the“buy now”button feature,brands used social media as a shop window and as a way to communicate new collections or advertise.No

35、w users can visit a brands profile and shop products directly in-app without leaving it.This is a great opportunity for companies:they can easily collect data and have a direct feedback on what customers like more.Brands can take advantage of what these social media apps are already offering:Live Se

36、ssions,Direct Messaging,Influencers and so on.18Why Brands Should Consider Social Commerce Reduces the risks of abandoned carts Augmented Reality Macro/Micro Influencers Live-streaming Money Money Money Great opportunity for small businesses Removes friction Thats where Gen Z and Millennials are Per

37、sonalized shopping experience Reliable data and feedbacks Personalized discounts Build a strong relationship with customers19I dont think social commerce is native right now.There are apps like Flip which are doing a great job in figuring out how to bring this to market,or Tolstoy which lets you plu

38、g in social commerce on your site,but its just not a native form of commerce yet.Amazon has also been pushing quite hard.It will take a lot of creators,a shift in how we buy things,and a lot of trying and failing to get to a model that works,both in social media and financially.Social Commerce is a

39、big driver for awareness,but it hasnt solved the problem yet on educating a customer on why they should buy it.The problem with social commerce is that its very one-sided right now it lets the creator speak about it in their own light,but it doesnt address the concerns that may stop someone from buy

40、ing.Right now social commerce is essentially influencer marketing too,which,if not done very authentically,doesnt work.“”Nik SharmaChief Executive Officer Sharma Brands20Our Exclusive Social Commerce SurveyWe ran a surveyThe survey data presented in this report was collected from 1,000 users based i

41、n the US who submitted their responses between Dec 9,2021 and Dec 14,2021.Our target audience was users between 16 and 54 years old,with a focus on Gen Z and Millennials.Our goal was to understand their preferences when it comes to social commerce usage,online shopping behavior and preferences,lives

42、tream shopping approach and,overall,if and how they shop on social media.Methodology:220%12%24%36%48%60%under 1818-2425-3435-4445-5431%55%50%41%41%38%36%36%46%52%30%9%14%13%8%In-store shoppingOnline ShoppingBothBreakdown by age47%40%13%In-store shoppingOnline ShoppingBothOverall,what do you prefer?2

43、318%82%YesNoRank these 3 players based on how they helped you to make a purchase via social media:Have you ever discovered a product on social media and purchased it directly on your phone?24Influencer Content creatorBrand AccountFamily and friends1%6%8%6%11%9%10%11%15%22%Apparel/ClothingPersonal Ca

44、re/BeautyHome productsFood and beveragePets(toys/food)ElectronicsOffice productsFitness productsToysOtherWhat type of product do you buy more often on social media?5%7%8%14%15%24%29%Once a weekMore than once a weekOnce a monthEvery few months1-2 times a yearNeverNever,but I will in the near futureHo

45、w often do you shop on social media?25Once a weekMore than once a weekApparelBeauty productsFood&BevStudies show that 45%of consumers research products on social media before making a purchase and 20-30%of consumers depending on age discover new products via social media.Social commerce is a huge op

46、portunity for brands to grow their online sales and many of the platforms provide out of the box 3D and AR templates to create unique user experiences which are proven to increase conversion rate.VNTANA helps brands easily create 3D and AR experiences across eCommerce and social media platforms to i

47、ncrease sales.“”Ashley CrowderFounder&Chief Executive Officer VNTANA2624%76%YesNoHave you bought at least 1 item on social media during 2021 holidays?E.g.:Black Friday,Cyber Monday,Hanukkah,Christmas0%23%45%68%90%under 1818-2425-3435-4445-5443%16%23%22%31%57%84%77%78%69%YesNoBreakdown by age27Have y

48、ou ever purchased something during a livestream shopping event?E.g.Amazon Live,Instagram Live,TikTok Shopping Event0%20%40%60%80%under 1818-2425-3435-4445-5464%23%38%60%78%36%77%62%40%22%YesNoBreakdown by age2843%57%YesNoBetween 18-24 and 25-34 theres almost an opposite trend when it comes to livest

49、ream shopping purchase behavior.I like to discover new products during live shopping eventsI like to shop during live shopping eventsI am more likely to purchase something if its showcased by someone in live streaming34%35%39%23%21%21%22%25%24%7%5%5%14%13%12%Strongly disagreeSomewhat disagreeNeutral

50、Somewhat AgreeStrongly AgreeLivestream shopping experience:29Optimized data will be the key to omnichannel success.Having an omnichannel strategy used to mean running both a physical store and an online store.Today,omnichannel has come to mean selling through an eCommerce storefront combined with a

51、mix of third party ads and marketplace platforms like Google,Amazon,Walmart and Mercado Libre,and social commerce channels such as Facebook,Instagram and TikTok.And this momentum will not slow down in 2022 and beyond.If anything,omnichannel marketing will need to be amplified as part of every mercha

52、nts strategy in order to remain even more competitive than ever before.Merchants will have to push harder to meet consumers where they are spending their time,where they start their shopping journeys and where it is easy and convenient to click the buy button.The trick for merchants will be having a

53、 strategy that harmonizes managing their products,pricing and fulfillment offerings across all channels a shopper might find them on,requiring product data(and supporting systems)to be coordinated behind the scenes.As retailers have been adding more channels to sell on,theyve learned that each varie

54、s in what information is required and how it is presented.Trying to manually manage those data differences,in real time,for a large volume of products across multiple channels is not realistic or efficient.Merchants will need to invest in technology solutions that can automate the optimization and s

55、yndication of quality product data across channels in order to drive their omnichannel growth.“”Sharon GeeVP of Revenue Growth&General Manager of Omnichannel BigCommerce30I live to take advantage of special discounts offered by brandsI like take advantage of special discounts offered by influencersI

56、 like to discover and save new products I am more likely to shop if I dont have to fill my info(billing address and payment)againI am more likely to buy if there are no shipping costs52%39%44%41%55%23%23%26%25%19%15%22%18%18%11%5%9%6%8%6%5%7%5%8%8%Strongly disagreeSomewhat disagreeNeutralSomewhat Ag

57、reeStrongly AgreeOnline shopping experience:31On a scale from 1 to 5 how important are online product reviews?60%21%13%3%3%12345AVG 4.3/5How would you rate your livestream shopping experience from 1 to 10?0-6 7-8 9-1072%16%12%32The Social Commerce buzzword has been around for a while now,but finally

58、,we are starting to see some tangible developments in the industry,with platforms experimenting with checkout features,and brands embracing these developments.Social media platforms have performed a key role throughout the pandemic,with shoppers spending more time on social media channels.Undoubtedl

59、y,social channels will become even stronger when it comes to commerce,not just for inspiration and search,but for transaction too.Social media is no longer a place to advertise,and advertise only.Instead social platforms need to provide a rich and engaging experience to entice the audience to shop i

60、n the first place.And its not just down to branded content itself so called social media influencers are becoming ever more prevalent,with consumers engaging with products because their favorite social media star or blogger is doing so.But the role of the influencer is changing.Its not just about th

61、ose hi-profile celebrities anymore,but about those niche influencers who are providing a much more authentic voice that the consumer can trust.Because after all,were all influencers in some way,shape or form its all about the messaging,the authenticity and the trust that they give to consumers,meani

62、ng that its not just brands that are the big players in social commerce,but influencers,or social creators,too.When it comes to the future of social commerce,the sky is the limit,and the race to becoming THE social commerce leader is on,whether that be a brand,a social platform,or a social creator.M

63、y advice?Watch this space and make sure youre not simply a passive bystander.“”Chloe CoxSocial Strategy and Insight Consultant Wunderman Thompson Commerce334%14%11%9%12%13%13%8%16%N/ABambuserShop LIT LiveLiveScaletalkshop.liveNTWRKBuywithPopshopOthersHave you ever interacted with live shopping apps?

64、If so,which one(s)?34N/ALiveScaletalkshop.livePopshopShop LIT live35Our Full Survey InfographicCHECK IT OUT HERESocial Commerce has greatly impacted our sales,and I believe has greatly impacted our consumers experience as well.We use Instagram often to engage with our target audience.We post about o

65、ur new products,current promotions,partnerships,giveaways,and more.Our customers are comfortable reaching out to us on this platform,either to ask us questions,encourage us to place our product in stores near them,or just to provide general feedback.For an eCommerce business,social commerce is imper

66、ative for engagement.If you cant interact with your customers face-to-face,then connecting through Instagram,Facebook,Twitter,or TikTok is crucial.It builds brand awareness for those just discovering your company,and builds customer loyalty for those who have already purchased your product.“”Melanie

67、 BedwelleCommerce Manager OLIPOP36Listen to our monthly podcast about influencer marketing,the Creator Economy,social media,social commerce and much more!Check out our Podcast37The Influence FactorSocial Media and Social CommerceInstagramAccording to Instagram,every month,130 million people tap on a

68、n Instagram shopping post and over 1 in 4(27%)teens and young adults are expecting to shop directly through their social media feeds and special in-app features.Explore Tab Shopping:users can discover products and brands across Instagram.The listing is personalized based on accounts they follow and

69、businesses using products listing.Shoppable Posts:businesses and influencers can tag products directly in their posts and with the feature“Instagram Checkout”users can buy products directly on Instagram without leaving the app.39Image source:InstagramTo solve the live shopping issue we need to solve

70、 two things first.One is pre-registration to the live shopping event and second is the format of the live shopping needs to be redesigned.Live shopping is often compared to a QVC channel but what people dont talk about is that the type of people that are watching QVC arent the same type of people us

71、ing social media,so inherently theres a disconnect of the product and market fit.Consumer behavior needs to change and its going to take time to evolve because social media users dont like interruptions in their browsing flow to watch someone sell them something.They need to be committed to the live

72、 shopping as an event like theyre attending a webinar.For this to work,live shopping need to be marketed like how brands would market a sales period,and there needs to be incentives to shop live like discounts or exclusive products.On the second adjustment,live shopping right now doesnt facilitate t

73、he shopping process for the customers.People still need to leave the app to go to the site to buy or text a number to initiate the order.The social media apps right now arent making it easier for merchants to sell,leaving tons of gaps for live shopping to be viable.Who do you think are the future bi

74、g players other than social media in social commerce?Facilitating purchases through communities like discords,SMS,facebook groups.I dont think therell be another new social media app in the near that can take peoples attention off what already exists,so its up to the major players today to reinvent

75、their app to embrace social commerce.Why is social commerce important for(emerging)brands?It bridges the gap between the brand and the end user by providing a more personalized experience that emulates shopping in store.Often times,the relationship that brands and customer build face to face in-stor

76、e is lost in eCommerce,so social commerce brings elements of that back.“”Jason WongFounder PugHaus40InstagramShoppable Stories:businesses and influencers can tag products in Instagram Stories to drive traffic to their website,promote a catalog or invite to make a purchase.Instagram Reel Shopping:bus

77、inesses and creators can tag products in Reels,which showcases the products in motion.41Image source:InstagramOne of the ways we shopped that increased in just one year along was the intersection of social media and e-commerce.Mobile commerce is an increasingly popular way of shopping habits continu

78、ing to grow as more brands become in line with a social media strategy and give users the ability to shop directly on these platforms.From Instagram Shop to Facebook Marketplace to TikToks partnership with Shopify,social media is becoming a fast-growing channel for e-commerce brands and a great way

79、to get exposure to new audiences.One way we see Shopify merchants using social commerce and additional ways to reach customers is through the emergence of new services like curbside pickup and local delivery being a way to shop through social media.More merchants are advertising these new services a

80、nd are relying on social commerce to connect customers shopping online and getting their products offline.“”Jonathan RoqueDigital Marketing&Content Strategist Zapiet42Brands can tag products directly in the Live broadcast for viewers to tap and purchase.Businesses can tag up to 30 products from thei

81、r Facebook Shop before going live.During the broadcast,the host can pin one product at a time to the screen.Instagram LIVE shopping43Image source:InstagramWe see social commerce make purchase experiences smoother every day.Even before shoppable media,social media platforms were already organically b

82、ecoming a place where users would share purchases they love,discover products they want to buy,and provide recommendations on how to buy them.Adding shopping capabilities helps them get to their next desired step easier.This year,weve seen rapid growth in TikTok as a driver of shopper traffic and pu

83、rchase intent.YouTube is particularly successful with long-form content at the top of the funnel.Consumers willingness and desire to engage in social commerce is promising for brands.The best way to take advantage of this behavior is to think of each creator as a potential partner with their specifi

84、c audience.Learn more about the engagements that are taking place between consumers and creators and match them to the shoppers that have high intent to purchase your product,and use this to design your marketing initiatives and influencer strategies.“”Kayla DarceyStrategic Account Manager MikMak44T

85、ikTok ShoppingTikTok partnered with Shopify,Square,Ecwid,PrestaShop and more so merchants can set up a dedicated Shopping tab in their profile(shopping bag icon)and sync their product catalogs to the app.TikTok Shopping API:allows businesses to integrate their product catalogs directly into TikTok a

86、nd include products into organic content.Product Links:These allow merchants to highlight the products they feature in their videos,so users can purchase what they see in organic content.TikTok can either direct people through the brands storefront to complete the purchase or within TikTok.According

87、 to market research firm Kantar,83%of consumers browsing TikTok say seeing trending content has inspired them to make a purchase.45Image source:TikTokIn the pre-internet age,retailers gradually realized shopping can be a form of entertainment,and a wider social activity,which is not only fun for con

88、sumers but also results in more sales.As such,traditional stores made more effort to make shopping an experience a form of leisure.The new normal for commerce this Holiday season and beyond is now likely to be framed by many non-traditional ways of shopping from Instagram,to TikTok,to Livestream whi

89、ch provides a huge choice to consumers and retailers.We really are at the beginning of a new trend and things are changing quickly in the world of online shopping.It is inevitable that more and more shoppers will buy and spend online in a variety of ways especially this Holiday season.Unfortunately,

90、many retailers will miss out because they arent set up to quickly add the new selling channels or payment methods that their customers now prefer.“”Nick ShawChief Revenue Officer Brightpearl46TikTok ShoppingLIVE Shopping:LIVE lets merchants connect with their audiences in real time and LIVE Shopping

91、 tools help users buy what they discover while watching a brands stream.Comparedtocompeting platforms,TikTok usersare1.7x more likelytohave purchasedtheproducts they discoverthrough the app47Image source:TikTokOver the last few years,weve observed customers desire richer and more interactive ways of

92、 shopping experiences.They want to be social:sharing reviews,asking questions,participating in live events and engaging with brands as if they are in physical stores.Brands work with power users,influencers and brand ambassadors to tell their stories live that other users can directly interact and s

93、hop with social proof.This gives brands an amazing opportunity to build a deeper and longer relationship with customers online instead of one-time discount-driven shoppers.“”Frost LiChief Executive Officer Social Chat48The hashtag#tiktokmademebuyit has more than 7.6 Billions views on TikTok and the

94、hashtag#amazonfinds more than 14.9 billion views.An AdWeek survey found out that 49%of TikTok users purchased a products after seeing it advertised,promoted,or reviewed at least once on the short form video platform.TikTok Shopping49Image source:TikTokWe,at Uptok,are gearing up for a completely new

95、paradigm of social commerce that is yet to be unlocked.Today,social commerce is about influencing purchase decisions but we see a future where,a creative individual in the social universe who happens to be a brand aficionado,is not just a content creator or an influencer.We see a future where they h

96、ave a much bigger role:they will be empowered to trigger transactions on behalf of the brand and draw intrinsic value out of that transaction.We hope to redefine the very definition of social commerce by realizing our vision.Today we call it direct-to-consumer but tomorrow it will be about direct-wi

97、th-consumers.Uptok is the platform that brings video as the primary medium to orchestrate such a paradigm shift in the market.The future of social commerce is glowing and we,at Uptok,are pumped about it.“”Kashif ZamanFounder&Chief Executive Officer Uptok50TikTok Advertising SolutionsLead Generation:

98、For products that may have a longer sales lead time,Lead Generation helps build,grow,and convert a brands customer base.Users provide contact information to brands in a secure and frictionless way through“sign up”buttons that appear in In-Feed video ads.Dynamic Showcase Ads:DSA generates video ads t

99、hat speak to audiences interests based on their activity,such as adding to cart or viewing a product.TikTok partnered with Productsup to integrate their product catalogs to create Dynamic Showcase Ads.Collection Ads:this allow brands to include product cards in their In-Feed Videos.When a user taps

100、on an item featured in a card,theyre brought to a fast-loading Instant Gallery Page,where they can browse through more productsand make a purchase.In-Feed ad solutions that allow users to discover products and shop from brands right in the FYP.51Image and texts source:TikTokThe future of social comm

101、erce will not take place on the mainstream social media platforms,as brands will want to enable engaging social commerce features on their own platforms.We found that 72%of the consumers are more likely to return to a brand that creates a strong online community and two-thirds(63%)admit they are mor

102、e likely to buy from a brand that leverages engaging social features on its own app.Companies that take advantage of integrating online communities will benefit in the long run because their users will stick to their platform.Amitys products power positive digital experiences and communities.We are

103、offering a complete suite of advanced social features in a plug-and-play format.Highly engaging and social features will become increasingly common in applications,making the user experiences more rewarding while giving companies a better chance to market themselves and connect directly with their u

104、ser base.“”Francesca GargagliaChief Operating Officer Amity52Facebook Shops:online storefront where people can browse,explore and purchase your products directly on Facebook and Instagram.Collections:businesses can create collections of products to help customers find the products that are right for

105、 them when they visit the shop.LIVE shopping:people can buy products directly from the live shopping broadcast with Checkout or see more details about each product while they watch.Shoppable content:brands and influencers can tag products in Facebook posts.Custom Audience:brands can create targeted

106、ads for people who have shown interests in their products.Businesses can also reach potential customers with a lookalike audience that shares similar interests,behaviors or demographics with current customers.Facebook53Image and text source:FacebookShopping online has never been easier.A report from

107、 Insider Intelligence stated that 35.9%of internet users in the US would make at least one social commerce purchase in 2021.We have seen more and more companies,from established enterprises to emerging leaders,are making a significant investment in social commerce in the hope of seizing business opp

108、ortunities.While influencer marketing is proven to be an effective way to boost brand awareness,businesses need more to ensure potential customers go through the sales funnel from top to bottom.More people are messaging businesses to get support and make purchases.Omnichannel messaging platforms the

109、refore will act as the vital component of the industry in the coming years to support the growth.Integrated with many available tools such as HubSpot,these platforms,which allow businesses to deliver a personalized experience to potential leads,are revolutionizing how companies sell on social media

110、platforms.“”Henson TsaiFounder and CEO SleekFlow54PinterestShop from search:If people search for summer outfits”,theyll find a shop tab with 100%shoppable results.Users can also shop by price and brand to find the right products for their style and price point.Shopping list:Pinners can have their pr

111、oduct Pins automatically saved in one place,making it easier for them to come back and shop the items theyve been eyeing when theyre ready tobuy.Pinners will also be notifiedwhen they can get a good deal on products theyve saved with price drop notifications.Shop with Lens:When Pinners see something

112、 that inspires them out in the real world,they can take a picture using the Pinterest camera and run a visual search for similar in-stock home decor and fashion products.Pinterest is a visual discovery platform,perfect for reaching new audiences.89%of users are on Pinterest for purchase inspiration

113、and more than 25%of time on Pinterest is spent shopping.55Image source:PinterestSayollos Gen-Z gamer-focused gComm is an in-game purchasing space of real-life DTC products sold inside mobile games.We consider mobile games to be a closed social space for Gen Z gamers and our purchasing platform essen

114、tially allows them to shop while they play in a gamified and non-intrusive way possible.So to us,in-game commerce is an advanced Social Commerce avenue and our gComm is this Social Commerce platform.Gen Z marketing and influencers are a huge part of our marketing strategy and in 2022 we intend to in

115、troduce live commerce within mobile games.“”Adi ItachChief Marketing Officer Sayollo56PinterestShop from Pins:When Pinners tap on a Pin theyre interested in,Pinterest shows products and shoppable categories that are featured in the image.Through visual search technology,Pinners can shop the aestheti

116、c of the Pins that inspire them.Product Pins:additional details like price,shipping,and reviews are shown directly from the retailer.Shopping Spotlights:expert-selected,trending content to inspire Pinners to shop and discover new brands.Shop from Boards:Pinners can see a dedicated Shop section on th

117、eir boards,featuring in-stock product ideas from and inspired by their saved content.Try On Products Pins:Try-on feature uses augmented reality to let people on Pinterest virtually try on products they find on the Pinterest app usingPinterest Lens.Try onis accessible through different parts of the P

118、interest app such as Lens,the search bar,and is enabled on some Product Pins.57Image and text source:PinterestE-commerce has gone through three decades of evolution and significant growth despite original fears that a lack of human presence and social interaction would discourage online shopping.How

119、ever,e-commerce accounts for less than 20%of global retail sales and most online conversion rates are five to ten times lower than in-person rates.Is the key for e-commerce to be more,“brick and mortar?”Social Commerce is just the beginning of the humanization of e-commerce.By adding shopping to a l

120、ivestream,technology has given us the ability to finally add the missing human element to the convenience of online shopping.Live Commerce,Social Commerce and Conversational Commerce are all testaments to this evolution.These advancements in livestream shopping will play a crucial role in increasing

121、 e-commerces share of total global retail sales.The question for most online retailers is whether to leverage integrated third-party livestream shopping platforms,extended third party livestream shopping platforms or proprietary livestream shopping platforms.And it doesnt end there.The introduction

122、of a metaverse or multiple,digital universes will further blur the line between digital and IRL(in-real life).Gamers of all ages are already engaging in digital universes and its not difficult to extrapolate that“virtual reality”to a larger,mass-market user base.Todays successful online retailers ar

123、e adept at creating seamless,omnichannel experiences;tomorrows successful online retailers may need to master both omnichannel and omniverse experiences to be equally successful.“”John LietschChief Operating Officer Bloo Kanoo58Pinterest TVIn October Pinterest announced Pinterest TV,a series of live

124、,original and shoppable episodes featuring creators right on Pinterest.Creators can showcase and tag products so Pinners can shop and purchase on the retailers site.Hosts will have a shopping toolbox to enable live shopping experiences including a product drawer with prices,product details,product d

125、rops,brand collaborations,a display of how much is left and a limited-time-offer module to offer discounts.59Image source:PinterestTwitterTwitter Live shopping:While watching a Live Shopping stream on Twitter,people can take several actions such as:-Check out the Shoppable Banner and Shop Tab on the

126、 Live events page-Continue to watch the livestream on the merchants website within an in-app browser,so they dont miss a thing while making a purchase-Toggle back and forth between the Latest Tab and the Shop Tab throughout the livestream,allowing them to be a part of the conversation as they check

127、out products Shop Module:is a dedicated space at the top of a profile where businesses can showcase their products.When people visit a profile with the Shop Module enabled,they can scroll through the carousel of products and tap on a single product to learn more and purchase in an in-app browser,wit

128、hout having to leave TwitterThe first Live shopping event took place November 28,2021 in collaboration with Walmart hosted by Jason Derulo.60Image and text source:TwitterBrands and online retailers are looking to engage better with people on their sites by adding chat functionality and style experts

129、 who are accessible to customers at all times.The video game industry is integrating social commerce throughout the gaming experience with virtual shops and character skins that allow brands to be worn by customized characters.Social commerce is the next evolution of online shopping,meaning every pu

130、rchase will have a social aspect to it,whether thats communicating with an in-store expert,discovering popular items from influencers,or sourcing feedback from the wisdom of the crowd.Pickle allows people to shop socially and gain validation for potential purchase decisions by better connecting user

131、s to people of influence,which includes fashion influencers,trusted personal sources,and/or other Pickle users who share similar style preferences.“”Brian McMahonFounder&Chief Executive Officer Pickle Poll61Snap is investing in AR technology to win at Social Commerce by letting users try products on

132、 before they buy it.With Shopping Lenses brands can recreate the in-store experience.Snapchat says that over 1 in 3 users play with Lenses everyday on average.In 2021 the company acquired Screenshop,to help viewers identify the clothes users are wearing and direct them to an eCommerce store,and Fit

133、Analytics a company that helps consumers pick the right size of clothing when they shop online.Snap62AR Try OnAR can help brands,not only to better engage with their customer but also help users interact with the product and replicate the in store experiences.Conversion rate is improved and returns

134、are reduced.With Pinterest Lens users can discover new products and try lipsticks on or eyeshadows(by skin tone too)from different brands before they buy it.Its easy to save your favorites with just a pin!63According to eMarketer,Snapchat is the most developed AR platform,but Instagram is a major co

135、ntender.Pinterests AR tools are designed for beauty brands,while TikTok promises to be a prime venue for creator-led AR.Image source:PinterestUsing gesture recognition capabilities,shoppers use their hands to swipe through different purses,and can checkout when ready to buy.Zenni optical drove a 7.9

136、x return on ad spend with their Shoppable AR try-on Lens.Using new voice-enabled controls,check out a range of jackets from Off-White by just saying what color you like best.64Image source:SnapGlobal tech leaders developing the Metaverse(i.e.,Facebook,Microsoft,NVIDIA)will dominate social commerce i

137、n 2022.Social commerce was introduced in 2021.However,it will only reach its full potential in Web 3.0 once digital users have wholly integrated social commerce into their daily cyber activities.I believe that AI will further streamline social commerce.Online shopping in an immersive,real-life web s

138、urfing platform enables you to test and see products like they were actually in front of you.Also,new marketing tactics will arise.While short-form videos and reels dominate the retail industry today,a more interactive,engaging form of advertisement will likely arise.“”Nick DreweFounder&Chief Execut

139、ive Officer Wethrift65Livestream shoppingLivestream shopping is already a popular way to shop in China,developing a$300 B industry in 2021 and accounting for 11.7%of all retail commerce sales.Its an emerging trend in US too,where the live-streaming market is expected to surpass$25 B by 2023.Accordin

140、g to a McKinsey study,conversion rates are approaching 30%up to ten times higher than in conventional e-commerce.The most showcased product categories are:apparel and fashion(36%),beauty products and food(7%),consumer electronics(5%),home decor(4%).In China the most trusted source are KOLS(Key Opini

141、on Leaders),mostly from tier 1 or 2 cities and women from lower tier cities see them as their close friends that are giving good advice.Entertainment+influencers+instant purchase=valueAustin Li-also known as“Lipstick King”sold$1.7 B worth of goods in a 12-hour livestream for Alibabas Singles DayLive

142、stream is the new normal67Image source:PR NewswireWhy livestream?Customers can join the event from anywhere Live streamers can show more than just products Live poll to engage with customers Interaction with shoppers Its educational and informative Fun and exciting for both customers and hosts 68Ima

143、ge source:Amazon LiveAmazon Live69YouTube decided to partner with creators to launch their YouTube Holiday Stream and Shop event with livestream events.Its easier for their viewers to discover their products,build deeper relationships with their brands and easily make purchases.Once the store is con

144、nected to their YouTube channel,creators can tag their favorite products and set up a live shopping stream.YouTubes ultimate goal is to build a platform that allows anyone with a mobile device and a product to easily host a live shopping stream.YouTube LiveImage source:YouTube70Everyone is going liv

145、eAfter a successful pilot program in Hong Kong where Clarins saw conversion rates of up to 30%and engaged viewers for up nearly 17 minutes,Clarins has established long-term agreements across 10 markets.Clarins is now able to leverage Bambusers 360-degree offering,which includes both the One-to-Many

146、and One-to-One solutions,to engage shoppers,elevate customer service and drive sales in all of their markets.Walmart partnered with Buywith for an influencer-led shopping experience.Influencers and content creators based in the U.S.were able to apply to host live shopping sessions with their followe

147、rs on W.Zappos also teamed up with Buywith to promote products through influencer hosts to their followers using the platform.The influencers received a commission on any sales they made,whilst on the platform.Image source:Glossy71In the virtual experience of Kylie Cosmetics,users can click around i

148、n a virtual nightclub to see makeup looks on digital avatars and then click to go to featured products listings.Adidas collaborated with Bored Ape creators Yuga Labs and others in the space to launch the“Into the Metaverse”collection via its lifestyle label,Adidas Originals.The 30,000 NFTs went on s

149、ale on December 17 for 0.2 Ethereum(about$800)each,selling out in minutes and makingthe company more than$22 million in the span of an afternoon.The digital and physical wearables for NFT owners will be made available in 2022.While we are getting used to the idea to spend part of our life in the met

150、averse,brands are preparing to sell and engage in new experiences with their communities Image source:Vogue Business and Kylie CosmeticsShopping goes virtualNike recently acquired RTFKT,a non-fungible token(NFT)studiothat produces digital collectibles,including virtual sneakers.John Donahoe,CEO of N

151、ike said:“This acquisition is another step that accelerates Nikes digital transformation and allows us to serve athletes and creators at the intersection of sport,creativity,gaming and culture.”This year Balenciaga became the first luxury brands to drop in Fortnite.Players can buy digital outfits in

152、spired by real-life Balenciaga pieces in a virtual version of a bricks-and-mortar Balenciaga boutique and the games Item Shop.Moreover fans who purchase the real-life apparel will unlock the Balenciaga outfits in Fortnite.Image source:RTFKT and Epic Games72Our livestream technology helps to bridge t

153、he gap between the offline and online shopping experience and solve the critical challenge of customer engagement,retention,and direct-to-consumer conversions.We see average conversion of 10-15%during livestreams,which is significantly higher than typical e-commerce.Without leaving the convenience o

154、f their homes,customers can get questions answered live,see products demoed,go live with the host,participate in fun activities and giveaways-all of which makes for a fun and satisfying shopping journey.This is why we truly believe live shopping is the next frontier in the retail sector.“”Hannah Zhe

155、ngHead of Business Development Shop LIT Live73NTWRKExclusive drops for streetwear lovers that get notified when the new collection is available.Products are often showcased through livestream events hosted by celebrities or influencers.On NTWRK,users can also find virtual festivals.Creators and user

156、s can create short form content by sharing opinions and reviews on products.You can also shop via ethically sourced brands or live streaming with special hosts.A shopping discovery app that allows shoppers to buy apparel,beauty,home decor via influencers photos and videos.Some numbers:8M monthly sho

157、ppers and$2.9B annual online sales.LTKFLIPSocial Commerce Apps74At Livescale,we envision social commerce to bleed into a very intangible,effortless ecosystem,studded with various features,elements and modes of interaction between brands and the people that love them.Specifically at Livescale,we real

158、ly see Live Shopping as the next big sales channel,but also as a way for brands to own,understand,and engage with their audiences;and to do it within the Livescale ecosystem as we grow and expand into more offerings that compliment the Western Live Shopping experience.“”Madison SchillDirector of Mar

159、keting&Communications LiveScale75WECHATBrands can create their store and shoppers can pay in one click via WeChatPay.The app includes Mini programs,“sub applications”built within the app.The Chinese version of TikTok is a must for brands.In March 2021 the app launched official flagship stores for br

160、ands accounts.Merchants are provided with different tools like vouchers and brand recommendations.Livestream is a core feature,all the purchases are made inside the app with mini-programs.Also known as“little red book”,this is an all user-generated content app where customers can discover and share

161、products.Users can place orders and give reviews.It includes also live-streaming and mini programs.Users can even add stories with the function“HEY”.XIAOHONGSHUDOUYINSocial Commerce Apps-China76China has pioneered social commerce for years now.In the local Chinese market barriers between traditional

162、 content platforms,social networks,and marketplaces have broken down.The infrastructure is in place to make commerce happen almost anywhere.Discovery,consideration,and purchase have become deeply intertwined with entertainment and education.Customers are frequently incentivized to recruit friends an

163、d share in the buying process.Trust is driven by the vast and deep ecosystem of niche KOLs and influencers.“”Matthew BrennanAuthor Attention Factory77are mega usefulWeChat,developed by the Chinese company Tencent is used by almost 1.2 billion users every month in China.Not only to message friends an

164、d family but also because it includes Mini-Programs,which are apps in the app.Users dont need to download additional app to shop online,translate,or play a game!Thats why WeChat is called“Super App”and its one of the most used App in the world.Mini-Programs78EATENTERTAINMENTHOUSE SHOPPINGSHOPPING JU

165、ST FOR WOMENSECOND HAND SHOPPING79After its booming success in China,the Livestream shopping trend is speedily gaining momentum with Western brands.In 2021 we have seen an increasing number of global brands and retailers start experimenting with Livestream shopping.Thanks to its influencer-led natur

166、e,this new channel brings a lot of value to brands and retailers,aside from the ROI-brand awareness,customer loyalty,acquisition of new customers,and the acceleration of the buyers journey.All these benefits have a substantial and lasting impact on brand growth,and this is why brands and retailers r

167、ecognize Livestream shopping as one of the growth vehicles to invest in.We expect to see significant growth in 2022,with more brands utilizing Livestream shopping and the growing number of content creators becoming live shopping experts.We expect to see buyers getting more accustomed to shopping liv

168、e with hosts they trust,enjoying unique and intimate experiences,and access to exclusive offers-discounts,giveaways,and other promotions.Buywith sees content creators playing a central part in growing this channel;that is why we have launched a marketplace of influencers and live video shopping host

169、s experienced in hosting engaging,entertaining,and educational sessions.Hosting Livestream sessions requires unique skills,and brands that work with buywith can utilize our marketplace,knowing that content creators that we partner with will bring maximum value to the sessions.“”Liel AnisenkoHead of

170、Marketing buywith80 Chinese users dont just buy things.They ask for informations on the sellers live streaming One of the most famous platform is TaobaoViewers can comment and buy the product in a few clicks REVIEWS ARE I-M-P-O-R-T-A-N-T Chinese users heavily rely on them!Dont forget the spice Disco

171、unts are key factors when it comes to purchaseLivestream shopping in China81MASAMI is clean premium haircare with a Japanese ocean botanical thats all about hydration.We launched in February 2020 and have been active on several social selling platforms including TalkShopLive,ShopLIT Live,Spin Live,A

172、mazon Live,ShopShops,FlipFit and more.For us,these platforms have been a great way to hone our brand story and engage with our customers in a deeper way.We have the opportunity to interact and answer questions which helps us better understand our customers needs.We also are reaching different custom

173、ers than we would with more conventional means(Facebook ads for example).We like platforms that leverage influencers for content and not just us doing the livestreams and that added credibility of a customer endorsement can really help-as long as its authentic and they genuinely love the product(you

174、 can tell if they dont).These platforms have also given us a lot of content to share out which helps with awareness and engagement on our social channels.“”Lynn PowerCo-Founder&Chief Executive Officer MASAMI82Social media platforms have drastically improved social commerce.While its more seamlessly

175、integrated within each platform,were just scratching the surface on what social commerce can be.I see more and more opportunities for content creators to build a one-stop shop where fans can both consume and engage while simultaneously being able to purchase the products they see.On Maestro for exam

176、ple,our customers can integrate their Shopify accounts to sell merch during shopping shows or product-review content.Weve also seen customers offer products alongside live concerts or fashion shows.To make it an even richer experience,audiences can engage through chat,polls,and Q&As,and depending on

177、 the format of the content,they can receive a direct response from the brand or creator they love in real time.This drives deeper fan affinity,increased sales,and stronger communities.“”Ari EvansFounder&Chief Executive Officer Maestro83Chinas ability to accelerate change and live the future before t

178、he rest of the world is closely connected with its digital vision.But in a world with an unlimited offering,curation is becoming increasingly necessary.hence the success of the KOL!The Chinese leading influencers built their image and reputation on the ability to authentically interpret the domestic

179、 demand,and channel the consumer voice with the brand to build a stronger offering,with a direct-to-consumer approach.This value is extremely precious for the international luxury brands,that are depending on Asia for over 50%of their overall sales.“”Anna DatoMarketing Manager Asia Intercos8485These

180、 services are becoming popular among the online shopping platforms because they let customers split payments without paying interest.According to eMarketer by the end of 2022,44.1%of Gen Z digital buyers ages 14 and older will have used BNPL services at least once that year,compared with only 37.2%o

181、f millennial digital buyers.Buy Now Pay Later(BNPL)To reach success on social media,retailers can apply BNPL data,both creative and pricing,directly to product images featured in ad campaigns on leading social media platforms.This allows both the retailers and the BNPL companies to benefit.The futur

182、e of social commerce is now.It helps aid creativity within a company and gives them an overall story to describe who they are and what they believe in,in addition to what they are selling.Social commerce allows companies the ability to customize products to reach the average consumers changing needs

183、.“”Avery WolffMedia Relations Sezzle86Live commerce is the future of online shopping.It has already made significant headway in Asia and is swiftly taking over the Western market.Retailers are captivating their audiences across their social channels with product launches and seasonal campaigns,eithe

184、r using influencers or their own in-store experts.These live streams are breathing new and exciting life into online shopping.Viewers can interact with presenters and each other using the chat function,helping to create dedicated online communities.Go Instores technology enables these live video exp

185、eriences,either connecting online shoppers directly with in-store experts,or powering live streams which can be broadcast across social channels and their site.Ultimately,this provides both retailers and social platforms with a new channel to reach audiences,providing engaging and personalized shopp

186、ing experiences online.Looking ahead,social commerces role in online shopping will only continue to grow.Retailers would be ill-advised to neglect their social channels as legitimate transactional platforms.Finally,not only does Go Instores technology allow retailers to create and grow loyal custome

187、r bases,but it aids them in staying agile in the face of ongoing supply chain and COVID-19 uncertainties.“”Aman KhuranaCo-Founder&Co-Chief Executive Officer Go Instore87The most fundamental shift we see happening in e-commerce is essentially a re-clustering of offers around communities.What do we me

188、an by this?As an increasingly large amount of people(77%according to a study by NYU)view the social groups that they are part of online to be more valuable(!)to them than those offline,e-commerce has to shift from a needs-based transactional business model to one where it puts the values and desires

189、 of such communities at the center of its offering.As a result,the siloed e-commerce ecosystem as we know it in the USA and Europe the one where,for example,e-retail,social media,other media players,and creator platforms each exist in their own bubbles/walled gardens will start to see more cooperati

190、on.These stakeholders will find ways to work together to allow communities and thus customers evermore seamless transitions across platforms from inspiration to discovery to purchase.Though live commerce makes up a very large proportion of social commerce,we see that there are a large range of socia

191、l experience features which nicely complement a brands or e-retailers live shopping activities.Therefore,in 2022,we are beginning to build a“one-stop-shop”for all an e-retailers social commerce SaaS needs in one place.“”Sophie FrresCo-Founder&Chief Executive Officer LiSAREADY FOR YOUR NEXT INFLUENCER MARKETING CAMPAIGN?GET IN TOUCH!Resourceshttps:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/ https:/www.glossy.co/fashion/walmart-partners-with-live-shopping-platform-buywith-on-an-influencer-led-shopping-experience/?mc_cid=5edbd7ff30&mc_eid=13cdb9dd3f https:/ https:/ https:/ https:/