The future of shopping and social commerce

So what makes social commerce so different? Fundamentally, it represents a real shift in power from retailers and brands to people. And it's being turbocharged by the rise of social media. In contrast to the relative anonymity of big-box retailers and transactional emphasis of e-commerce behemoths, it's commerce available where people choose to spend their time and underpinned by the authenticity and trust that social connections provide. It's nothing short of a people-powered democratic retail revolution. And it's incredibly effective. Why? Because it seamlessly blends social experiences and e-commerce transactions through a single path to purchase, all enabled by a single platform.

Social commerce engages in three principal ways, via brands, influencers or individuals themselves:

1. Content-driven: Unique content created by brands, influencers or individuals drives authentic discovery, engagement, and action. For example, social media users are discovering new goods and experiences via shoppable posts and in-app stores on Pinterest, YouTube, TikTok, Facebook, and Instagram to name a few.
2. Experience-driven: These experience driven channels enable shopping within an overall experience, most commonly livestreaming, but could also include AR / VR experiences or gaming. Look at Obsess's "Shop with Friends" which enables groups to visit virtual shops with their friends⁹.
3. Network-driven: People are harnessing their existing social networks to buy and/or sell. That could mean getting together to procure bulk discounts – a model used so successfully by Pinduoduo in China that it now has more active buyers than Alibaba¹⁰. Or it could mean individuals using their influence and network to drive sales and earn commissions. India’s Meesho now has 13 million+ entrepreneurs who connect with their customers on social media platforms such as WhatsApp¹¹.

What these three have in common is that they are all driven by the creativity, ingenuity and power of people. Any individual can monetize their network. And plenty are already doing so in a complex, thriving and fast-growing ecosystem (see graphic below). Our research found that in China, 463 million people are already making money through social media. It’s not just celebrities parlaying their popularity into dollars through big-brand partnerships; there are millions of individual creators, influencers and resellers using their chosen platforms to earn money. And as the competition between social platforms intensifies, each platform is offering creators incentives to grow their user base. As their networks grow, these influencers are seizing control from established brands.

Any brand, large or small, can sell via social commerce, and any individual can now become or create a 'brand' of their own and reach a market directly. This has hugely positive implications for small businesses and entrepreneurs as they are able to reach potentially massive markets that were simply not available to them before. The math is changing dramatically. Rather than a handful of big retailers and brands selling to mass markets of millions, we're now seeing millions of individuals and smaller businesses selling to one another within a vast social commerce ecosystem. The result is that big brands will continue to face growing competition from thousands of smaller businesses. One example? Independent beauty brand Glow Recipe. It only joined TikTok’s shopping program in April 2021 and now 90% of the traffic it generates are first-time buyers. The brand first hit the headlines when its sales surged 600% after it was featured in a TikTok video by an influencer with over 7 million followers¹².

So what does this all mean for brands, retailers and platforms? One thing's for sure: social commerce is a model they must embrace. For platforms, it opens up new revenue streams just as growth in digital advertising is expected to slow. For retailers, there are opportunities to develop new types of shopping experiences, connect in new ways and engage influencers/creators. And for brands it means embracing the shift from big to small, empowering small businesses and engaging directly with consumers through social platforms.

While still in early stages (at least outside of China), we're already getting a glimpse of what the future may look like. Nike, for example, is showing what brands can achieve. It's created a community-based app, NbG, (Nothing but Gold) that will bring together content on style, sport and self-care for GenZ consumers, and enable them to shop directly within the app¹³.

Among retailers, US apparel business Express is empowering both influencers and regular shoppers to become "Style Editors", set up Express storefronts and be rewarded for attracting new customers and driving sales¹⁴.

Influencers have been able to harness the power of social platforms to establish and monetize their own brands. Take Item Beauty, a beauty and cosmetics brand that's been built around the social media following of breakout TikTok star¹⁵.

The social commerce opportunity will nearly triple by 2025. Globally, sales made through social commerce in 2021 are expected to reach $492 billion. Growing at a CAGR of 26%, the social commerce opportunity will reach $1.2 trillion by 2025¹⁶.

As brands, retailers and platforms make their plans, one thing has to be at the center of their strategies, and that's people. In our next essay in this series, we'll be digging deeper into what consumers want from a social shopping experience, barriers to adoption, and the roles that platforms, retailers and brands should play in addressing those needs. Future essays will profile social shoppers, consumer demand for specific products, the role that creators play and what they need to be successful.

Stakeholder Definitions