Retail executives and analysts attending this week’s NRF Big Show spoke confidently about the future of social commerce, even as the fate of TikTok in the U.S. is uncertain.
“Social commerce has been a big part of the way we’ve grown our brand,” Linda Li, head of customer activation & marketing for H&M Americas, said in a panel at the event on Monday. “I don’t think any brand can be relevant for this younger generation… without social commerce.”
Similarly, Sky Canaves, principal analyst for eMarketer, proclaimed in a panel introduction, “Whether TikTok Shop or TikTok survives in its present form or not, social commerce is here to stay.”
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