By Liza Hausman, VP, Marketing
On the heels of Altimeter’s Rise of Social Commerce Event, Lora Cecere, Jeremiah Owyang and gang have published their synthesis of where social commerce is now, and where it is going. They introduce the new digital consumer where: “Trust in big brands is low. Consumers want confidence in what they buy from friends, and insight from their community.” While their interviews and quantitative research with social pioneers: manufacturers, retailers, consultants and technology providers (including Gigya) in the retail space surfaced a wide ranging list of goals and definitions, the team has summarized the path forward in four key stages, illustrated in the following graphic:
The research also found that different sub-segments are at different stages, and progressing at different rates.