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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Fashion Hasn’t Given Up on Social Commerce

Outside Asian markets, companies have yet to see lasting success in melding social media and e-commerce. But platforms and brands continue to adapt social selling to meet their respective consumers.
Marketing itself as a “content sharing platform with a youthful community,” the Lemon8 app lets users make longer blog-like posts about topics such as fashion, fitness, travel and cooking, accompanied by relevant pictures and videos.
Despite the slower uptake in social commerce in the West relative to Asian Markets, brands and platforms are still giving it a go. (Getty Images, Lemon8)

In March 2019, Meta (then Facebook) chief executive officer Mark Zuckerberg announced a major push into e-commerce with the launch of Checkout, a feature that would allow for consumers to buy products directly on its apps.

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Further Reading

What Would a US TikTok Ban Mean for Fashion

TikTok’s CEO will appear before Congress on Thursday to defend the increasingly-controversial social media platform as talk of a stateside ban rises. Businesses and creators are bracing for impact.

Why Digital Brands Are Lukewarm on Social Commerce

Instagram, fashion’s long-time favourite social media destination, will soon scale back its commerce efforts, leaving merchants that use the platform’s shopping features to reconfigure their social commerce strategies.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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