Social media shopping: What actually works, what’s overhyped, and what brands should do now

Social media shopping has been described as the future of commerce for a long time now. Platforms launched in-app checkout. Creators built empires selling products live on camera. China’s livestreaming economy exploded.  Analysts began forecasting trillions in future Gross Merchant Value (GMV). Some even declared that social platforms would “replace e-commerce” entirely. There is real […]