As younger generations increasingly engage in virtual shopping, there is a growing demand for personal interactions reminiscent of mall culture. Nectar Social, a startup founded by sisters Misbah and Farah Uraizee in 2023, aims to address this need by utilizing AI to foster genuine connections between brands and shoppers on social media. They argue that conventional digital outreach methods are costly and ineffective, and they focus on 'social commerce' to cultivate relationships that enhance the shopping experience and lead to sales.
It's that interpersonal connection, where you're way more likely to buy something if you have an actual rapport with somebody.
The focus now is on 'social commerce,' which is a brand showing up on whatever social media platform its consumers are using.
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