How to thrive in the era of social commerce

Alex Naressi

Why social channels are the booming commerce platform of the moment, and how businesses can stand to benefit.

Like most of the world, I didn’t know who Charli D'Amelio was back in January. Over the course of 2020, however, the dance superstar became the first person to amass more than 100 million followers on TikTok, all whilst finding her place in Forbes’ 40 Under 40 list and making her feature film debut. Not bad at all – particularly when you consider that she’s 16 years old.

D’Amelio’s rise – and that of TikTok – didn’t happen in a vacuum. It occurred because the events of the past 12 months have seen more people than ever find joy, entertainment,...

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