Social Commerce

Social Commerce merges the emotional pull of social content with the conversion logic of e-commerce — and that is where a trend either becomes a growth lever or stays a buzzword. We treat Social Commerce as a standalone sales channel with its own logic across creator content, in-app checkout, live shopping and performance optimisation. Platforms like TikTok Shop, Instagram Shopping and YouTube Shopping bend the classic funnel: awareness turns into purchase intent in seconds, a reel turns into a checkout flow. To make that work you need more than a connected product feed: creator strategies, clean shop setup, channel-specific pricing logic and reporting that doesn't end in a platform silo. For e-commerce-mature brands like Lay's and DTC players in our portfolio we build setups that handle seasonal peaks, launch moments and always-on selling without diluting the brand. Social Commerce becomes a measurable revenue stream in the mix, not a side experiment.

What this means for your team

For a CMO, Social Commerce is the chance to close the gap between brand investment and direct conversion. Instead of only contributing indirectly to sales, Social generates measurable revenue with its own ROAS logic, its own pipeline and a speed traditional e-commerce can't reach. In markets with high mobile penetration and a strong creator economy, the share of social-driven revenue in D2C is shifting significantly. For a brand like PepsiCo it isn't only about owned shops but about co-shopper activation with retail partners and live commerce events. You gain clarity on marketing-attributed revenue, can shift budget between brand and sales more confidently and unlock a new lever for product and pricing experimentation. That makes Social Commerce a strategic topic, not a playground.