How Asian brands can make social commerce part of their omniretail mix

By seamlessly blending social experiences and e-commerce transactions on a single platform, EssenceMediacom’s Josh Gallagher says social commerce is an opportunity for brands that listen to their audiences.

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...

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