Almost half of all US adults who have purchased through shoppable commerce did so via social media, according to EMarketer’s Bizrate Insights’ February 2024 poll.

Paramount tested a shoppable experience at the CMT Music Awards in April, using the Shopsense AI platform to allow fans to purchase products and curated collections inspired by what stars are wearing on television.

According to EMarketer, TalkShopLive and other livestream platforms can also assist brands in capitalizing on live events such as concerts or sporting events.

“Shoppable media condenses the shopping journey, enabling consumers to transition from discovery to purchase more quickly,” stated the report.

According to EMarketer’s forecast, 98.4 million US customers will purchase through shoppable media this year, representing a 4.4% increase over last year.


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