Companies around the world are latching onto social commerce, but in China, where mobile payments are ubiquitous and consumers are extra wary of fake goods, the integration between social media and online shopping has been especially fast.
That doesn’t mean it’s a silver bullet for brands though — or even for the multi-billion dollar internet celebrity industry, where influencers are tasked with advertising products without appearing too commercial.Read More Digitally China: RED (aka Xiaohongshu) and the Ups and Downs of Social E-Commerce