Jens Tiedemann, you just founded the agency Swipe You Up with two partners. This suggests that social commerce is not a flash in the pan in your eyes. What strategic importance do you attach to the topic?
E-commerce has moved very strongly in the direction of 'inspirational shopping' in recent years. People used to shop online because the products were cheaper there, but today digital shopping has entertainment character. The role of search engines has also changed. Although many users still come to the shops via Google and Co., Pinterest, for example, now also works like a search engine, but builds up its own image world.
Social commerce plays an important role, but it is not a sure-fire success: the digital shop windows on social media have to be maintained, the catalog has to be uploaded, the accounts have to be verified, the tracking has to be set up and the appropriate audiences for the products for social paid expenses to be tailored.
Does social commerce shorten the funnel?
