Social media is fundamentally reshaping e-commerce by serving as a vital platform for product discovery. Users encounter various brands and products through visually engaging content, often discovering items unintentionally, particularly on platforms like TikTok. While social commerce is gaining traction, consumers remain inclined to complete purchases through traditional e-commerce sites. A hybrid approach, leveraging both social media engagement and conventional shopping channels, is essential for brands adapting to this evolving landscape.
Social media platforms prioritize engaging, visually compelling content, making it a natural fit for product discovery as users scroll through their feeds.
Unlike traditional brand awareness methods, platforms like TikTok offer brands a shortcut to visibility, with products showcased potentially going viral.
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