Gen Z and Millennial’s changing habits are driving the rise of Social Commerce

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 25, 2019, 12:10 PM UTC

Social Commerce is making brands restructure their marketing models across devices and applications.

The increasing use of social media and e-commerce has made social commerce the next frontier for marketing tech across devices. Social commerce has grown in strength due to a shift in the preferences of Gen Z and millennials towards short-form video content platforms like Snapchat.

This piece says that 91% of consumers prefer interactive or visual content, which is supplemented by progressive web applications (PWAs) a hybrid of mobile apps and e-commerce sites. PWAs can help brands capitalise on social commerce by providing faster e-commerce functionality into mobile apps.

The author contends that small businesses can directly connect with social media users by developing their apps with inbuilt e-commerce functionality. The shift in digital commerce is making brands move from static websites to a more dynamic ecosystem.

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[4 minute read]