Jessica and Anna were retail warriors, searching every store in the mall for the perfect ‘fits for tonight’s rager! The IRL shopping grind used to be lit for scoring fresh fashion. But that ish was so 2000-and-late. E-commerce came thru and changed the retail game fo’ real.
Coppin’ threads on the interwebs got hype. No lines, no changing rooms, just convenience from your couch! OG e-tailers like Amazon and Ebay started slingin’ products online.
But those digital shops were kinda bootleg at first ngl. Tiny product pics made it hard to see the details. No reviews or way to chat about purchases like you would with your crew at the mall. Weak sauce.
Eventually tho, e-commerce started steppin’ its game up. Fancy sites and apps made browsing seamless. Delivery got fast AF with same-day shipping. Reviews helped make decisions. E-commerce was glo’d up.
By 2019 over half of shoppers copped stuff online regularly. COVID made e-commerce explode with errbody stuck home. Online sales jumped up 40% in one year – RIP to IRL retail!
But the real game-changer was social commerce enterin’ the chat. This retail honey took e-commerce convenience and mixed in the power of social media. Straight fire!
Picture this: you peep an influencer’s IG and she posted a cute lamp. You can instantly click for the deets and reviews. She answered her followers’ questions ’bout it in the comments – dope!
One click takes you to buy that item without ever leavin’ IG. While checkin’ out you watch a review vid from another customer. Social commerce FTW!
It blends shoppin’ with social media and researching products. The focus is building community and getting your network’s advice on what to buy. It’s kind of genius tbh.
71% of shoppers use social now for inspo. Seeing real reviews and recs converts more than basic product descriptions from brands. It’s what the people want!
Esp the younger crowd expects social shoppin’ experiences. They grew up on IG and TikTok so mixin’ commerce and content feels natural AF.
IRL retailers had to get hip too. They collaborate with influencers on merch lines and market them to their followers. Interactive store displays made for the ‘Gram blend IRL and online. Even shoppable livestreams combinin’ entertainment and shopping are droppin’! Retail innovation is lit!
So what’s going to run the game next year or two? E-commerce or social commerce?
E-commerce still racks up more sales overall. It’s got the selection and convenience locked. But social commerce has special advantages makin’ it grow faster.
Experts predict social commerce sales will jump way quicker than e-commerce the next couple years. Millennials and Gen Z with their social shoppin’ habits are takin’ over.
Retailers not stanin’ social channels will struggle. The content and community social provides is becoming huge for standing out. Gotta be where the peeps are at!
Our girls Jessica and Anna will evolve too. They’ll still hit the mall but also shop brands’ IG between classes. Consult TikTok before big buys. Snap try-on pics to get their friends’ opinions.
Online and offline shopping are blending more every day. The future is phygital baby! For shoppers now, e-commerce vs. brick-and-mortar ain’t either-or no more.
The customer journey includes both – and social connections make it more fun. Likes, shares, and swipe-ups will matter just as much as sales. Social commerce FTW!
by rrollins
Leave a comment