Intro to community commerce

When we look back over the past 100 years, traditional commerce (and the culture it indirectly endorsed) was primarily curated by a single person’s point-of-view. Even when commerce moved online, to places like Amazon or Farfetch, retailers still controlled the types of things consumers purchased. Online commerce didn’t innovate a new shopping expe... See more

The Content-Community-Commerce model aims to showcase purchase opportunities to a cohort of people based on the content they are consuming and offer a monetizable opportunity in a single ecosystem. It would be akin to creating a 'shoppable' unit that will drive conversion in the same interaction.

Finally, commerce and social are coming together, although to much less a degree than marketing teams who talk up “brand communities” would like you to think. In all but a few cases, “community” here is just the marketing language used to describe a microbrand’s niche Instagram fandom. To me “community” implies users regularly engaging with each ot... See more

Powered by Instagram Checkout feature, social commerce means buying from people we follow, rather than going to actual stores and brand websites. Quite an oxymoron, social commerce represents the ultimate merger of money and influence, economy and culture, self-monetization and self-promotion. It turns consumption into creativity and blurs the boun... See more