Ad Age's holiday social commerce guide

Shopping is going social this holiday season.

Image courtesy of iStock. Published on November 16, 2021

Ad Age's holiday social commerce guide

Shopping is going social this holiday season.

Image courtesy of iStock. Published on November 16, 2021

Black Friday shopping sprees no longer require bundling up after your Thanksgiving feast to wait in snaking lines and fight for the hottest toys and gadgets before they fly off the shelves. Instead, gift-giving in 2021 might be as easy as scrolling social platforms.

Nearly every major social platform, including Facebook, Twitter, TikTok, Snapchat and Pinterest, has spent the past year investing in social commerce capabilities: these include hosting livestream events, virtual product try-ons, and in-app checkout. The ultimate goal: proving they can help brands drive sales. And this holiday season they will be put to the test by brands eager to explore the metaverse and find new ways to connect with hard-to-reach millennials and Gen Z.

Ad Age is exploring the various facets of social commerce and how it has transformed in the past year.

Web production by Corey Holmes.