Shopping is undergoing a revolution. Rather than going to stores and markets to buy the things they need, consumers are ordering whenever and wherever they want. Often, the items they’re purchasing are products and experiences they didn’t even set out to buy. The phenomenon is called discovery commerce, and it’s changing both the way people shop and the way brands connect with customers.
The engine that’s driving discovery commerce is social media. For example, consumers are encountering products on their Facebook and Instagram feeds, then buying them with a few taps on their phone. It’s a process that makes shopping