Decoded - Social Commerce: Authentic Context for a Socially Native Generation

Adapting to Customer Behaviors

• We used to only have one marketplace: Amazon. But social media is becoming a marketplace on its own.
• The good news: for developers, as we standardize API’s and as more companies go headless, social media commerce platforms won’t feel like something completely new, just another property for brands.
• The bad news: for product, sales and marketing teams, this shift will be much more of a change as they learn new rules, regulations and customer contexts.
• It seems as though Snapchat and TikTok are forming the new generation of consumer who have a bigger desire to participate in social trends, creating more commerce opportunities.
• Very little window shopping & impulse purchase happens in traditional eCommerce contexts. Impulse purchases are not frictionless in this context. Perhaps this is something that social commerce offers that traditional eCommerce does not?
• Tech companies have become very good at creating the illusion of an impulse purchase. However, our online impulse purchases aren’t really all that impulsive. It’s actually hyper-personalization and targeting algorithms.
• Millennials are  “digital natives,” but Gen Z’s are “social natives” and this affects how each demographic participates in commerce. Are we creating “metaverse natives” in the youngest generation as they participate in commerce on platforms such as Roblox?
• Boris sees a rise in what he calls “fluent transactions,” which are more immediate and less interruptive transactions that don’t disrupt a person’s day. Shopping is no longer an event.
• Platform wars aren’t simply PHP vs Java. It’s the number of channels that you’re acquiring customers from competitors.

Associated Links:

• Learn more about Boris Lokschin and Spryker!
• Check out Excite 2022, Spryker’s eCommerce Conference in June

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