“The future of branding depends on fully embracing social commerce”
By Patricia Aragón, Head of Social Commerce at SAMY
You probably don’t associate Tupperware with Brownie Wise, the first female influencer of the 1950s, who built Americans’ trust by showcasing Tupperware live at house parties. She pioneered social selling, influencer marketing, and content marketing—early roots of what we now call Social Commerce.
Social Commerce has evolved alongside consumer behavior, adapting to new platforms and technologies. Today, influencers and social sellers recommend products via posts, livestreams, or even messaging apps—enhanced by AI and augmented reality—to create seamless, personalized shopping experiences.
The principle stays the same across formats: trust and human connection
From house parties to Instagram Shops and TikTok Shop, the principle remains: trust, human connection, and relevance drive results. Consumers gain convenience and engagement, influencers unlock new revenue streams, and brands discover fresh channels to connect, understand, and convert audiences.
Social Commerce comes in two forms:
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Direct: shopping entirely within social platforms, led by brands with integrated catalogs and logistics.
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Indirect: influencers guide users to e-commerce sites or brand shops, offering growth potential through authentic recommendations.
Success depends on understanding the audience, providing relevant content, leveraging creator trust, building community, and personalizing the shopping experience. Marketing is at the heart of Social Commerce, helping brands adapt, connect, and grow through technology and human connection.
