Why Marketers Still Aren’t Sold on Social Shopping

The pandemic commerce boom hasn't translated into purchasing on social platforms

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The pandemic was fuel to the digital advertising economy, as homebound shoppers spent hours online, some for the first time.

But one online behavior, already common in Asian markets, had not yet taken off in the U.S.—customers buying products on social platforms, an intersection of the white-hot commerce and creator economy sectors.

Capitalizing on pandemic-induced behavior, platforms tested a raft of new social commerce features last year. Not only could social media companies earn a cut of the transaction, but they could accrue valuable purchase data—at a time when Apple’s deprecation of mobile identifiers was making signals scarce.

But now, some platforms have aborted their social commerce efforts.



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