Linda Li, head of customer activation & marketing for H&M Americas, claimed during the NRF Big Show that brand relevance for younger generations hinges on engagement through social commerce. The significance of platforms like TikTok, integral to driving sales and enhancing brand visibility, was emphasized during discussions, portraying social commerce as a critical element for business growth today.
Sky Canaves, a principal analyst for eMarketer, stated social commerce's permanence in the market regardless of TikTok's future. The rapid growth projections for social commerce, especially noted in both U.S. and international markets, portray an evolving landscape where businesses must adapt to effectively engage consumers in this digital shopping experience.
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