What we know about e-commerce and social commerce

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

The ubiquity of smartphones has accelerated the evolution of e-commerce and social commerce. More brands are keen to adopt an ‘always on’ approach and try to facilitate seamless online purchases at every opportunity, directly connecting marketing communications with the opportunity to purchase.


E-commerce describes the trading of goods and services online. 

Social commerce describes online retail which uses social networks or peer to peer communication to drive sales.

Shoppable media is interactive content that enables users to begin and – increasingly – complete a purchase within the publisher ecosystem.

Shoppable video is interactive video which allows viewers to click...

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