As brands build their live strategy, the question of where to host these shopping sessions is one of the first to address. Depending on goals, budgets and timelines, a range of options could work – from social platforms, to marketplaces, or self-hosted sessions on brand websites. The decision will be driven largely in part by where a brand's younger customers are.

As live content continues its rapid rise, brands are rushing to get their strategy ready for prime time. Live commerce is formidable, having reached $17 billion in the US in 2022 and is projected to hit $55 billion by 2026. While the US is still far behind China (which generated $514 billion in live commerce sales in 2022) brands taking a proactive, test-and-learn approach now will be ahead of the game as adoption accelerates.

The shift from the social graph (who you follow) to the interest graph (what gets your attention) has been driven in large part by TikTok. This means brands need to know what their customers love. The problem? Most have no idea what that is.

Critical shifts in digital culture will make 2023 a foundational year for the evolution of social, web3 and e-commerce.

A year ago NFT’s dominated the conversation, crypto was king, Instagram ad spending was in high gear, and the metaverse was on the minds of leaders across industries. As we enter 2023, things couldn't be more different. Below we look back and consider what it means for the future.

TikTokers are 1.2x more likely than users of traditional platforms to shop online or in-store, to impulse shop, or to engage in shopping directly on the platform. Videos tagged with #TikTokMadeMeBuyIt have generated over 31 billion views, an increase of more than 500% in the past year. In this article, we’ve included some of TikTok’s biggest viral hits to inspire your shopping and your digital strategy alike.

Expected to reach $61.5 billion next year, shopping on social is about to get easier as TikTok Shop launches in the US next year. To leverage this shift, brands need to start thinking differently about content and creators alike. Both will need to work harder as feeds go full funnel.

Is web3 a redistribution of agency, the return of power to the people, or the final brick in the unbreakable wall of big brand supremacy? To answer all of our burning questions, we’ve enlisted some experts: three builders, founders, and thinkers of this brave new world tell us what they predict for the future of web3.

The average American now spends 80 minutes a day on TikTok – that’s more than Facebook and Instagram combined. Globally, this jumps to 95 minutes a day. Why? The all-knowing algorithm. It gives us what we want, even the things we didn’t know we wanted. Apply that rubric to retail and imagine the potential for TikTok shopping.

For the first time ever, TikTok toppled Google as the most visited website on the Internet. Add to this the fact that 40% of Gen Z consumers now prefer to search on TikTok and Instagram instead of Google, and the future of search comes into focus.

TikTok only needs 40 minutes to map your mind. Unlike its competitors, the app’s eponymous algorithm doubles down on data points like dwell time, replays, and scroll speed. These actions speak volumes about our interests, signaling the release of increasingly engaging videos. The more you use it, the smarter it gets.

60% of Gen Z consumers believe how you present yourself online is more important than how you present yourself in person. Given this, future-focused brands are succeeding in connecting with Gen Z through a digital twin strategy, offering virtual versions of IRL products. Why? Strong benefits on both sides.