Marketing trends for 2022: Social commerce and livestreaming

Sooraj Thazhath Rayorath and Shivani Kulshrestha

Product and brand discovery on social media has been trending upwards for years and is now the first port of call for more Gen Z internet users than search engines.

Social product discovery has been trending upwards for years, and is now the first port of call for more Gen Z web users than search engines, while 70% of ‘shopping enthusiasts’ turn to Instagram to discover new products. With research showing that in-app purchasing would encourage 75% of 21- to 34-year-olds to purchase from a brand, it is no wonder that the global market for social commerce is projected to reach $2.9 trillion by 2026.

Social commerce is still defined as an extension of e-commerce, where the entire shopping experience from discovery...

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