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What brands get wrong about social commerce
By Emma Wills2025-05-23T14:19:00
Social commerce is not a shiny new toy – it’s a serious growth channel with extensive opportunities for fmcg, says Emma Wills, group account director at Seen Connects
Today’s shopper is on TikTok, in bed at 11pm, discovering snacks they didn’t know they needed. And that’s exactly where fmcg brands need to show up: in the moment, on the feed, and with something worth sharing.
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