Social media is becoming an increasingly important source of customers for online sellers, according to worldwide data from the Salesforce Shopping Index.

Why it matters

Social commerce has grown in importance in the past two years, with Facebook, Instagram, Pinterest, Snapchat, TikTok and YouTube all competing. Brands are also recognising this opportunity, with influencers and livestream content being popular ways to attract audiences.

However, the cost of social media and e-commerce advertising is rising quickly and this could pose a challenge.

Takeaways

• In Q2 2021, almost one-tenth (8.9%) of visits to digital commerce sites came from social media, up from...