“2018 was a banner year for social commerce with the public listing of headline-grabbers Pinduoduo and Mogujie. Major players continue to seek expansion of categories, distribution as well as promotion formats. Consumers on the other hand show great enthusiasm in engaging in all sorts of activities through social commerce platforms. Shoppers enjoy affordable prices, detailed product reviews and recommendations from friends and family, while individual sellers or distributors also gain a sense of ownership and recognition for their online careers. Meanwhile, the consumption desire of male shoppers and older consumers who have long been neglected by traditional ecommerce operators has now been unlocked through social multiplication, short videos, live streaming and other exciting media.”

– Cici Wu, Research Analyst

This Report looks at the following areas:

Seizing the opportunity of the “He” economy in social commerce

Platforms competing on shared playing field

How fashion brands have embraced social commerce