From discovery to purchase: The role of community commerce

This report, produced in partnership with TikTok and Publicis Groupe, explores the role that social communities play in influencing purchase decisions.
  • Community commerce, a type of social commerce which sits at the intersection of community, shopping and entertainment, has been accelerated by the ongoing shift to digital in our lives.
  • Social media has disrupted the purchase journey, which is now led by spontaneous discovery and inspiration, and no longer follows the traditional path.
  • To maximise opportunities, brands must make the most of technologies that facilitate a seamless community commerce experience.
  • Community is a powerful force in social commerce, and community commerce in particular, providing a space where creators and brands can build the high levels of engagement that drive inspiration and...

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