Explorations of Social Commerce
One of our most used case studies this year has been about Petco's usage of Social Commerce. We discovered via competitive that no one in the space was tapping into it, and were able to implement shoppable livestreams on Meta featuring Pet Fashion show events. Would love to use this opportunity to explore more about what is going on in the space from different angles.
One of the more interesting integrations I learned about is the collaboration between Shopify and Tiktok. Its truly remarkable to see how both of these platforms have evolved into powerhouses. My first experience with TikTok was with Musical.ly, which I found entertaining, but never imagined profitable. Shopify, I recall interacting with when it was a simple host for creating websites - which I went to for an entrepreneurial endeavor for its ease and affordability. It is a very valuable integration for Shopify merchants to be able to easily generate video ads and drive TikTok users to their online stores.
As TikTok continues to evolve, I am blown away by stats like one cited by Kantar, that 83% of consumers are inspired to make purchases by trending content. This little music platform has become an influential powerhouse in a short span of time.
I think this is driven by the fact that overall, consumers are demanding a more streamlined, omnichannel and personalized path to purchase, and TikTok has evolved to give them just that. I am loving seeing the worlds of entertainment and shopping merge.
We talked about this briefly in Executive Ethics last semester- some felt it was an invasion of privacy. I don't think of it that way- personalization is a huge benefit to streamlining by busy life, and I respect marketers who are able to do this thoughtfully.
Sources: https://www.adweek.com/commerce/shopify-tiktok-social-commerce-global/
https://www.adweek.com/sponsored/the-secret-to-social-commerce-success/
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