The rise of community commerce

Community commerce was born out of lockdown. There has been a 74% surge in online shopping in 2020 and 85% of people purchase products or services after seeing them reviewed on social media.

With the addition of community leaders into the supply chain, the unit economics for online groceries are fundamentally changed. Now CAC is lowered since community leaders are responsible for creating their own customer groups. Customer Life Time Value (CLTV) is extended since customers have more hands-on support and social buying promotes frequent... See more

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

We are going to see the rise of new consumption habits, shift in bargaining power across the value chain, and eventually the rise of entirely new business models.