Over the last decade, the burgeoning creator economy — which centers on individuals creating and monetizing digital content — has supercharged the growth of social commerce.
The evolution of social media platforms making high-production value content, particularly video, more accessible has caused a boom in viewership. More consumers using social platforms as their primary source of entertainment has empowered more new content creators to start successful online businesses.
The growing influence of social media over daily life combined with the power of the creator economy set consumers, traditional retail and ecommerce on a course that demands the best of all worlds. While brick-and-mortar commerce offers in-person product advice and recommendations, it is inconvenient and time-consuming. Ecommerce then made shopping highly efficient, but misses the human element of getting trusted advice.
