Report: The Growing Impact Of Social Commerce
together now by John Schnobrich is licensed under unsplash.com
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A new WPP survey of over 2,000 consumers finds that over a quarter (27%) of fashion and beauty shoppers who follow influencers have purchased luxury items directly through platforms like TikTok and Instagram.
According to the company the finding demonstrates the growing power of social commerce, “even for luxury goods, a sector traditionally associated with exclusive, in-person retail experiences.
The survey, conducted by YouGov, is part of a report the company issued today exploring the evolving influencer landscape.
The report is a collaboration of several WPP agencies including Ogilvy and The Goat Agency, an influencer marketing agency within GroupM.
The rise of social commerce, as highlighted in this report, underscores both the power and the peril of digital influence. On one hand, platforms like TikTok and Instagram are reshaping consumer behavior, creating unprecedented market opportunities. However, conservatives should be wary of the unchecked power these tech giants wield. When a handful of Silicon Valley elites control digital storefronts and influencer reach, they can also dictate narratives, silence dissenting voices, and manipulate markets with algorithmic bias. The free market thrives on competition and consumer choice, yet these platforms increasingly function as gatekeepers, favoring certain brands and ideologies while suppressing others. Rather than allowing a few corporations to control the flow of commerce and discourse, we should push for a landscape where small businesses and independent entrepreneurs can compete on a level playing field—without the looming threat of deplatforming or digital censorship.~Political Media
Read more at Media Post