There’s a good reason why so many brands are leaning into social commerce. The Covid-19 pandemic has dramatically accelerated digital shopping and social media consumption. Creating a perfect environment for social commerce in the US. Yet, profitable social commerce continues to be an elusive goal for many brands and retailers.
The key to successful social commerce is to understand that in most cases, you are renting rather than owning customers. While renting customers is not inherently a bad practice, the key is to do so, profitably.
To read the remainder of this article, check it out at Forbes.com.