The article discusses the evolving landscape of social commerce, where marketers are moving from treating it as a separate channel to integrating it as a fundamental component of unified commerce. With rising costs and safety concerns, CMOs are now investing in infrastructure that connects the entire customer journeyâfrom discovery to checkout. Social platforms like Pinterest and Reddit are emerging as alternatives to TikTok, enhancing their commerce capabilities, demonstrating a trend towards a more complex but engaging social commerce landscape. Brands that can adapt and evolve alongside these changes are positioned to succeed.
The era of social as a siloed tactic is over, and brands must treat social commerce as an integrated part of unified commerce.
We're watching the social platform landscape get more fragmented but also more interesting, requiring brands to adapt and evolve their strategies.
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