Social commerce: in the western world, no company has really managed to make it work.The idea of fusing social media with ecommerce was all the rage between 2012 and 2016, when it reached peak hype with 52% of marketers predicting that it would be one of the biggest trends of the year.This promise never materialised, and since then, the idea has mostly died out, with social networks like Pinterest and Instagram focusing on acting as platforms for inspiration rather than on driving direct sales. But maybe we’ve been going about it entirely the wrong way. In China, not only have multiple apps managed…
Xiaohongshu: How a Chinese ecommerce app built a thriving community around UGC – Econsultancy
