Online retail is expected to be replaced by social commerce in the coming times. Accenture forecasted that the social commerce market will reach $1.2 trillion by 2025. Since the pandemic, consumers are discovering and purchasing products directly from social media applications. Therefore, brands are embracing these tools to offer a personalised shopping experience to consumers. Meanwhile, social media applications are also innovating to satisfy both brands and consumers. For instance, Twitter announced a new Twitter Shop that has the capacity to showcase 50 products on their profile. As social commerce continues to grow in popularity and accessibility, brands like Charlotte Tilbury, Petco, KitKat, Zimba, and H&M have enabled consumers to purchase goods directly from social media channels.
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