Lesson from APAC: Social Commerce is Not One-Size-Fits-All
Retail TouchPoints
NOVEMBER 29, 2024
For the last half decade, U.S. and European retailers have observed – and, often, participated in – the social-commerce explosion happening in China and elsewhere in the Asia-Pacific region (APAC) while wondering if, when, and to what extent the same thing would happen at home. The “if” and “when” are now clear. TikTok, Instagram, YouTube and others have enabled in-app purchasing during videos and livestreams (the most popular flavor of social commerce in APAC) that WeChat, Taobao, Douvin and ot
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