Daniela González de la Vega Publications

How Social Shapes Shopping Social commerce is all about meeting people where they are through platforms that provide a unique and evolved experience for shoppers. When the pandemic confined people indoors, mobile usage skyrocketed. At first, people turned to marketplaces to buy products that met their basic needs. Now, most feel comfortable buying almost anything on social platforms—even cars—and spending their time in virtual flagships. But although the pandemic played a pivotal role in the expansion of ecommerce, it wasn’t the only factor leading to this phenomenon. Successes in China, where social and live commerce are commonplace, as well as the rising influence of creators have both set the stage for everyone’s favorite new way to shop. With each come new ways for brands to differentiate and better meet the needs of their audiences everywhere they show up.