Three steps in implementing a social commerce strategy

Caroline Lucas-Garner

This article introduces three steps brands can take in order to harness the power of social to increase sales as the model begins to take off in Western markets.

In an age when social is permeating every element of our lives, the expectations of shoppers have fundamentally changed. According to Deloitte, 47% of Millennials are influenced in their purchases by social media. While brand owners and social platforms no doubt recognise that the line between consumers and shoppers is well and truly blurred, the real opportunities for social commerce (the ability to drive towards a purchase directly within the social environment) have yet to be truly realised in Western markets. Despite dabbling with trials since 2008, and with the exception of isolated pockets of success, social commerce has never...

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