With #eCommerce penetration now at critical mass, and beyond in many categories, the new gold rush is to connect media #audiences with the retail platforms — or simply to integrate the transactional step of the funnel.
Looking East to the promises of #SocialCommerce, the key factor in all these executions is to connect the broadest audiences to a transaction in the most #frictionless way possible. Our western platforms are very horizontal, strong publishers with a monopolistic grasp on their own media/content model or commerce ecosystems; but they often deliver a broken consumer journey as they transition between the media and commerce platforms; looking at the ecosystems of #Ali and #TenCent we see a more vertical model through the funnel to transaction — at a very simple level, a single login to cover addressable mass-media, engagement platforms, KOL and influencers through to commerce, payment, logistics and even physical retail (do you know Hema?).
But the tides, and the tech, are turning…
👻 Snap Inc. Dives Into E-Commerce With Augmented Reality
https://www.thewrap.com/snapchat-dives-into-e-commerce-with-augmented-reality/#
📷 Instagram Expands In-App Checkout to UK
https://www.pymnts.com/news/social-commerce/2021/instagram-expands-in-app-checkout-to-uk/amp/
⏰ And our work with TikTok ‘Going through the whole marketing funnel’: Why L’Oréal is turning to TikTok for commerce boost
https://digiday.com/marketing/why-loreal-is-turning-to-tiktok-for-commerce-boost/
🛒 Even the commerce ecosystem is working its way upstream; ‘#Amazon Live’ is the retailer’s latest effort to take on QVC with #live-streamed video
https://techcrunch.com/2019/02/08/amazon-live-is-the-retailers-latest-effort-to-take-on-qvc-with-live-streamed-video/?guccounter=1
What’s next?
👗 🧥 Have you heard about SHEIN? Will they be next to launch a social network and leverage their audience?
Are you looking at your consumer journeys to find the points of friction? Is everything shoppable without being a sales pitch?
#FutureOfMarketing #FutureOfMedia #FutureOfCommerce #eCommerce
