Direct sales from social media has yet to prove itself as a competitive medium (eCommerce sites, marketplaces, and direct-to-consumer still vastly outperform social). But that doesn’t mean the channel should be swept under the rug as a potential revenue source. According to a new study from Avionos, 55 percent of respondents said they made a purchase directly from social media within the past year.
Innovations in ad targeting, improved customer experience, and more retail-friendly capabilities could make selling on social more tangible. Here’s a breakdown of how some of the biggest players in social are innovating their platforms for retailers, and where consumers are shopping today.