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But even when controlling for that, average performance declined across the board: sales (down 2.0%), revenues (down 0.8%), clicks (down 0.7%), and conversion rates (down 1.5%). US Q4 2023 revenues were flat or down for 10 of the 16 advertiser categories CJ tracks.

Gen Z shoppers diverge from the general population in terms of where they find and buy products, consumers are still into influencer-driven ads, and live shopping hasn鈥檛 taken off yet. Here are five charts to help elevate your social commerce strategy.

But one-off or shorter-term partnerships can still be valuable, especially for brands that are working with a larger number of smaller creators to build a library of user-generated content or drive sales from a product launch. Focus on relevancy and authority to drive sales. In an age of 鈥渄e-influencing,鈥� it鈥檚 more important than ever for brands to work with the right creators.

If you want to learn how to get insights like these delivered to your inbox every day, and get access to our data-driven forecasts, reports, and industry benchmarks, schedule a demo with our sales team.

鈥淭hey can engage and recommend a product or service without sounding sales-y and generate more leads by connecting to a wider audience.鈥�. The tactics: It鈥檚 all about finding the right partner. 鈥淎n effective B2B influencer will be someone who is loyal to the brand and really believes in what it has to offer,鈥� said Voss.

While Lidl described this as a small-scale promotion rather than a permanent ecommerce strategy, the move shows TikTok Shop is an important tool not only for making sales, but for generating marketing buzz, particularly for food and beverage retailers. "Does it make sense as a full-on ecommerce plan? Not really, but I think it's a fun way to get some attention," said Feger. 2. Walmart.

The US-listed PDD Holdings (formerly Pinduoduo) has pioneered social commerce in China. Its flagship app, Pinduoduo, was founded in 2015 and rose rapidly to become the country鈥檚 third-largest ecommerce player by sales, after Alibaba and JD.com. At times it has even surpassed them in users, thanks to its aggressive marketing strategy.

Meta and Amazon are testing product sales inside Facebook and Instagram. Meta is the largest social commerce player, but it has struggled to get users to check out directly on its apps. The partnership with Amazon could help change that. Snapchat and Pinterest have also inked deals with Amazon. These partnerships could both boost their positions in the social commerce space and drive ad revenues.

After its US launch in September, TikTok Shop faces its first holiday season, heating up competition in the social commerce space.

Market appeal: TikTok and Facebook are outperformers in social commerce, with both drawing the attention of key age groups. TikTok is favored among Gen Z social buyers, with 67.1% making a purchase on the platform in the past year, per a March 2024 蘑菇AV survey.

鈥淓very dollar that you鈥檙e spending in this space is really going forward to a sale happening, which makes it a very efficient channel,鈥� said Gaffey. Diversify your affiliate partnerships with influencers, coupon sites, cashback platforms, and content publishers to reach different audience segments.

The platform could also leverage its extensive audience data to promote ultra-targeted shopping recommendations and boost sales. Patreon鈥檚 new partnership with Sony will make select Sony Music podcasts available on Patreon, including 鈥淕etting Better with Jonathan van Ness鈥� and 鈥淭his is History,鈥� while its partnership with Wondery will make podcasts like 鈥淪camfluencers鈥� and 鈥淜iller Psyche鈥� available.

And the early successes of creator-founded brands, like Emma Chamberlain鈥檚 coffee and Logan Paul and KSI鈥檚 sports drink Prime, show that creator involvement can also drive sales. What鈥檚 behind the growth in creator-founded brands? Logan Paul and KSI鈥檚 Prime is now one of the fastest-growing sports drink brands, generating over $250 million in sales in its first year.

Marketplace is what makes Facebook a leader in social commerce, which isn鈥檛 all good for Meta. On the one hand, it鈥檚 a helpful tool during an economic downturn; on the other, Meta has trouble actually profiting from these consumer-to-consumer sales. 3. What about brand participation? Brand participation in online resale has skyrocketed, according to thredUP.

The company鈥檚 sales fell sharply when it irked conservative-leaning consumers who decried its partnership with transgender influencer Dylan Mulvaney as well as progressives who felt the beer maker didn鈥檛 offer enough support in the face of that backlash.

All proceeds from sales made from Kenneth Cole鈥檚 website from May 1 to 4 were donated to the Mental Health Coalition. Saks Fifth Avenue launched a campaign in collaboration with creator Emily DiDonato highlighting the influencer鈥檚 mental health tips. Saks donated 10% of the purchase price on website sales through May 11th to support the Saks Fifth Avenue Foundation鈥檚 mental health strategy.

For marketers looking to prove the value of their influencer investments, affiliate deals are an easy way to drive lower-funnel goals because affiliate sales are attributable. Watch the full webinar. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Our annual report on ecommerce in Canada highlights our most recent forecasts for total retail, ecommerce, and mcommerce sales. We also detail the number of digital buyers in the country by age and provide sales estimates for the dominant Amazon. Key Question: What percentage of Canada鈥檚 retail sales is transacted online?

With competing summer shopping events such as Walmart+ Week encroaching on sales, it may be a sign that consumers are putting finding the best deals and discounts ahead of brand loyalty. 2. They are heavily swayed by influencers. The majority of US social media users across all ages have purchased a product on Amazon after seeing it used by an influencer, per March 2024 data by IZEA.

Articulate the value of social media to the C-suite by connecting it to sales and revenues. Integrate across multiple channels. Create a cohesive strategy by integrating social media with other marketing efforts to maximize reach and engagement.

Bud Light鈥檚 case negatively impacted sales for a longer stretch of time because many of their consumers associate the brand with their identity, according to a March 2024 article by the Harvard Business Review. Bud Light鈥檚 lack of solidarity with Mulvaney during the backlash sparked criticism from the LGBTQ+ community.

While Meta鈥檚 properties and YouTube are shoppable, consumers haven鈥檛 adopted social commerce activity on those platforms with the same enthusiasm as they have on TikTok. Facebook and Instagram鈥檚 approach to social commerce has always seemed 鈥渒ind of half-hearted,鈥� said our analyst Sky Canaves.

By contrast, both Alibaba and JD.com reported sluggish sales in Q2 despite moving aggressively to slash prices amid a broader price war. Our take: With growth in China increasingly hard to come by given the country鈥檚 property crisis and severely depressed consumer confidence, retailers have to find strategies鈥攐ther than discounting鈥攖o attract customers.

Online sales are back in growth in the UK, but the fortunes of key ecommerce retailers have been mixed, with some suffering a greater blow from the cost-of-living crisis than others.

TikTok Shop was No. 2 in sales in Indonesia, Malaysia, and Vietnam in 2023, while Temu generated sales of less than $100 million, according to Momentum Works. Temu鈥檚 modest sales was partly due to its late entry and being in only two countries in the region.