Always Shopping

Always Shopping. Commerce has become an integral part of people's daily lives with shopping now happening spontaneously through various digital channels. Contextual commerce has moved from standalone retail sites to content sites and feeds where people spend most of their time.

Social commerce has become mainstream with brands experimenting and creating stores within social and messaging platforms. The global social commerce market is projected to grow at a CAGR of 30.8% from 2022 to 2030.

Television is also becoming a shoppable platform with the growth in smart TV penetration. Advertisers are now able to create shoppable ads that allow viewers to purchase products directly from their TV using their remote control. However, the growing number of shopping platforms creates the challenge of interoperability.

Brands need to simplify the shopping experience for consumers, otherwise, they will have to choose which platforms to have stores on and which to use for promotion and brand-based messages. To overcome these challenges, brands can test and learn which platforms are most effective, create native stores for a frictionless experience, and develop a spontaneous strategy with flexible pricing and products that drive quick, frictionless buying. In conclusion, commerce is permeating every aspect of people's digital lives and brands need to adapt to stay ahead of the curve.

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