Americans still love buying things in person, but over the next few years, more shopping is projected to shift online. In China, such purchases now make up more than 25% of overall retail sales, according to some estimates.
Social commerce has grown dramatically over the last few years, but it’s particularly strong in China. Much of its success and growth in this country can be linked to the popular Chinese messaging app, WeChat, that encourages the activity.
Social commerce recognizes that social media is inherently social. So, you can use groups, forums, and communities to research products and compare notes about online shopping experiences. Related to this is "conversational commerce," as coined by Uber's Chris Messina. In 2015, Messina predicted that messaging apps, like Facebook Messenger and WhatsApp, would facilitate online sales in a more convenient, conversational manner. This enables consumers to interact with brands in real time.
