Intro to community commerce

Bringing social shopping into retailers’ websites

Just as Instagram and TikTok have integrated e-commerce components to drive monetization, traditional e-commerce platforms have the opportunity to integrate community and entertainment components to enhance customer acquisition, activation, and retention.

Traditional e-commerce customer journey goes through stages of consideration, evaluation, purchase and post-purchase (bonding, advocacy and loyalty). The core assumption of the traditional customer journey is choice optimization — the progressive reduction of massive menu-like options at each stage of the journey.

The journey begins with the consideration stage, there are active or passive actions (active search or passive targeting and social influence). Consideration phase includes the small number of brands that consumers take into account as leads.

After consideration, consumers evaluate their options and subtract the number of products/brands.

Purchase happens when a consumer zooms in one one option.