This article is part of a Spotlight series on social commerce in APAC. Read more
Brands across the globe have been seduced by digital marketplaces, platforms and even physical retailers that have viewed purchasing as channels to sell products, not to deliver brand experiences. Mega sales have become monthly, while consumers have been treated as just another data point ready for conversion. When did shopping become just a transaction?
Furthermore, brands have resorted to siloing off efforts to win in social retail, forcing platforms to battle it off for social commerce supremacy. With more than cost...