Social commerce

Social commerce. Social commerce, aka the direct sales via social interfaces, may have had a slow year, but don't count it out. With a $580B global business already established and 1 in 3 Gen Zers starting their purchase journeys on social media, there's still plenty of room for growth. The key is to reassess the principles of social commerce and embrace the concept of connected commerce, showing that investment in this space is a smart move for 2023.

Social commerce (direct sales via a social interface) had a somewhat slow-mo year. Some talk of it as a ‘U-turn’ or even a full-on decline for this component of connected commerce. We’re urging caution in that negative view given that there’s already an estimated +$580B global business in this space with plenty of room for further growth.

And in the UK, 1 out of 3 Gen Zers now start their purchase journeys on social media. There’s no doubt that, despite in-app purchase features becoming more advanced, the trend of buying directly through social media has leveled off, triggered by trust barriers, attribution vagueness, clunky features, targeting and IDFA crackdowns implemented by the operating systems. We believe that 2023 is the time to reassess the principles of social commerce and explore the notion of ‘connected commerce’.

And we believe that the case for continuing investment in this space is stronger than the one for halting it..

Social commerce

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