Retail social commerce, already a multibillion-dollar industry in the United States, is estimated to explode with revenue reaching nearly $80 billion by 2025.
In a recent report by eMarketer, retail social commerce in the United States generated $26.7 billion in sales in 2020. Based on the current trajectory, experts predict that number to double by 2023, easily reaching over $56 billion in sales.
US Retail Social Commerce Sales
Much of this growth is being driven by US consumers in the Gen Z category, with more than half of social media users within this demographic reporting they have made purchases via social commerce in the past.
US Social Buyers, by Age
As consumers continue to use social platforms for shopping, bad actors have been quick to jump on this trend as well. While all the major platforms strive to present safe, secure experiences, counterfeiters have targeted social media sites, often using trusted brands and logos as their lures.
In addition, this new breed of bad actors use the same modern marketing tactics legitimate businesses do, creating accounts across multiple platforms, using social posts, internet ads, emails, instant messages, and other forms of online promotions to reach their victims. One click on these misleading communications and consumers are taken to third-party websites designed to skim personal information or download malware to their devices.
Brands need to incorporate social media into their overall brand protection strategies, too. In an earlier blog, we discussed how consumers value authenticity in brand interactions, especially in social media. Given the overwhelming global reach of social media, monitoring for abuse can be a big challenge.
Modern brand protection solutions can identify high-priority brand abusers and systemic brand abuse networks. This lets you focus on the most egregious offenders -- and ensure your customers have a safe and authentic experience with your brand.
To learn more about how Appdetex can help you meet today’s brand protection challenges and help keep your brand and consumers protected, click here to request a demo.