WPPCONTENT, CONVERSATION he or she wants to be immersed in an experience, to engage with like-minded individuals, and to share their perspectives within their network.E-commerce Social MediaSocial Commerce5SOCIAL COMMERCEINTRODUCTIONConsumer “voice“ has always existed, but it has never been as quantifiable, manageable and actionable as it is today.Social Commerce, formerly a subset of e-commerce, is now challenging mainstay e-commerce platforms and also creating new commercial models for brands. Social commerce leverages influence (both paid and organic), to capture users attention and stimulate purchase through any social or e-commerce touchpoint. WPPSocial CommerceUsed by established brands with larger budgets that are driven primarily through paid advertising on e-commerce platforms with a focus on funnel conversion.Used by challenger brands keen to develop a social following around a key differentiator that is inspired from a thorough understanding of the consumer, with the ambition of establishing a direct-to-consumer (DTC) relationship.AcquisitionEngagementConversionRetargetingWOMor they can be platform-led, in which case brands will have to collaborate directly with influencers or KOLs of that platform or have a multi-platform reach.On the Y-axis, our social commerce activities can be reward-led; in other words, a brand or influencer rewards the consumer for sharing brand information or referring customers to result in the sale of aproduct. Or, finally, they can be interest-led, where brands focus their marketing activities on a vertical channel within a larger platform, leveraging its editorial content, consumer communities, influencers, and linkingplatform activities to a store from where you can purchase a product.We have also observed that the type of approach marketers choose is tied closely to factors like product category, brand maturity, and product availability.