Social commerce on the rise as more brands adopt shoppable content

Brands are shifting their focus to social media in an attempt to build awareness, drive transactions and provide customer service according to a report by Gartner, which states that around 66% of the 424 brands analysed have adopted social commerce in the past year.

During this period social networks have been improving their offering of commerce features. About 17% have used Facebook's shoppable brand pages, while 41% of brands have used Instagram's shoppable content.

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