The State of Social Commerce: Brands Prioritize Tech-Enabled Fulfillment Strategies

Allison Champion
2 min read April 6, 2022

Social commerce, expected to be a $1.2T market by 2025, enables brands to offer a direct path-to-purchase within social platforms, an emerging priority as the effectiveness of advertising on social platforms decreases and brands seek new ways to engage their existing, engaged audiences.

To better understand how brands and retailers are prioritizing and evolving their social commerce strategies, Flowspace, in partnership with Digiday, surveyed more than 100 brand executives about their approach to the channel.

As brands expand their omnichannel offerings to include social commerce, they are seeking solutions that allow them to offer the same fast, convenient product delivery consumers expect from any other ecommerce channel. The study found that improved fulfillment features, like integrated inventory and order management, two-day or less delivery offerings, and one-click checkout would lead brands to invest more in social commerce. 

“A technology-first fulfillment partner is essential to ensuring customers receive products promptly and consistently, no matter the sales channel.”  – Vincent Bradley, co-founder and CEO, Proper Wild

Key takeaways from the report include:

  • Brands are prioritizing social commerce as a customer acquisition/advertising strategy (45%), to retain ownership of customer data (43%), to develop long-term brand loyalty (33%), and to improve the customer experience (25%).
  • Brands prefer social commerce tactics that enable them to drive awareness, engagement and interactions among consumers, including formats that provide a direct path to purchase: shoppable livestreams (63%), shoppable videos (44%), and social posts with a direct checkout option (43%).
  • To improve social commerce fulfillment, more than half (55%) of brand respondents are investing in customer data platforms, followed by third-party ecommerce fulfillment tech and software (39%).
  • Improved fulfillment features, like integrated inventory and order management (47%), two-day or less delivery offerings (30%), and one-click checkout (28%) would lead brands to invest more in social commerce.

“Technology-powered fulfillment helps blend the digital and physical experience, providing omnichannel digital visibility into the physical requirements of selling through social.” – Anne Hallock, chief of staff, Flowspace

Click below to download the full report with additional findings and brand insights. To find out how Flowspace can turn on social commerce fulfillment for your brand, get in touch with a fulfillment consultant today.

Download the report