The metamorphosis of commerce

There is no more physical commerce, no more e-commerce: in 2022, commerce wants to be omnichannel. New consumer experiences that also involve social networks and live shopping.

The phenomenon has taken on a new dimension from 2020: between physical commerce and online commerce, the border is disappearing. The pandemic has caused several months of closure of so-called “non-essential” businesses in our country. In doing so, it has definitely made online shopping part of the daily life of ALL French people.

In this context, omnichannel has become the standard. According to the 2022 “Future of Commerce” survey, based on data from the Shopify platform (collected from millions of merchants around the world), 54% of consumers spot products in stores and then order them on the Internet, and 53% do the opposite. Better: a customer wants to be able to prepare a purchase on social networks, go to see the product in store, order it on his mobile and, in case of dissatisfaction, return it by moving to a nearby Relay Point »observes Emilie Benoit-Vernay, Head of Southern Europe Expansion at Shopify. The multi-channel experience has become a selection criterion for retailers: 49% of consumers say they are more inclined to buy a product if they know they can order it online and return it in store.

A “seamless” experience offered almost intuitively by the DNVBs (Digital Native Vertical Brands) – these young digital brands which, from Ohmycream (cosmetics) to Pure Pills (eco-responsible cleaning products), come to energize the market – but which remains a technological and human challenge for many retailers. According to the 2022 “Future of Commerce” survey, 49% say that breaking the silos between physical and digital commerce will be one of their main challenges for 2022.

The social commerce boom

In this context, social commerce, which consists of using social networks as a sales channel, has experienced a real explosion in recent months. According to a recent study published by the firm Accenture*, transactions on social platforms generated nearly $500 billion in revenue worldwide in 2021 and their turnover should be multiplied by 2.5 by 2025. In France, the phenomenon is also present. “A multitude of brands, including a large number of Digital Native Vertical Brands (DNVB), use networks like TikTok, Facebook, pinterest or Instagram as a sales channel in its own right”notes Emilie Benoit-Vernay. This is the case, for example, of the very telegenic Cristina Cordula, who was able to monetize the audience of her community of several million fans to create a cosmetics brand, Magnifaïk, available for sale via a dedicated site as well as directly on social networks.

Another manifestation of this boom in social commerce, live shopping is also on the rise. Evidenced by the success of Bellepoque, which offers merchants to offer a live shopping experience to their community. “The idearesumes Emilie Benoit-Vernay, is to create the event on the social networks and to use them as a place of meeting and connivance with its community »as does the young vegan cosmetics brand All Tigers, which has built a real “conversational marketing” with its customers. Promised to a bright future, the phenomenon is only in its infancy…

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*Study conducted among 10,053 social media users in China, India, Brazil, the United States and the United Kingdom, between August and September 2021.

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