We are at the start of a tectonic shift that’s turning social platforms into powerful distribution channels for many businesses. Hundreds of millions of consumers have come online in the past decade. For many of them, WhatsApp or WeChat is the internet and YouTube is television. As a result, social commerce has become a reality that will bring even more disruption to the retail process than e-commerce did. Brands that position themselves to sell socially will do well, but the biggest winners will be the social commerce platforms on which the selling takes place.

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