Browsing and shopping directly on social media platforms is a core feature of e-commerce in China. Now, this dynamic new way of buying is poised for rapid growth in the United States.
Welcome to the dynamic world of social commerce, where consumers explore products and complete transactions through social media and content creation platforms, all in an app. This emerging form of shopping removes friction from the buying process, creates a more engaging journey for the consumer, and presents new opportunities for brands to generate consumer interest.
Over the past few years, US social and creator platforms have rolled out a bunch of social commerce capabilities: Pinterest, Instagram live shopping, TikTok Shopping, YouTube Shopping, Twitter shops and more.
A fascinating Article by McKinsey & Company breaks this up and coming phenomenon in China and also the US.
