With the dual rise of social media and eCommerce, it’s no surprise the outlets paths would cross. Originally I used my social media account to share with college classmates that I was at the library or in class. Whereas this past holiday season, I found a handful of gift ideas for family members through ads on the social platforms. This crossover of social media and eCommerce has led to what analysts are referring to as social commerce.

In a December 2021 blog post titled “Getting Social Commerce Right to Grow Your Business,” Mintel analysts detail that digital-savvy consumers embrace of social commerce can offer brands ― large scale and micro retailers ― new opportunities for revenue growth.


Photo by Airam Dato-on courtesy of Unsplash


“Social commerce brings the product to consumers right where they ‘socialize’ with their friends versus them actively searching for the product. It’s a lot more passive way to shop and it’s more convenient for consumers,” said Lierin Ehmke, insights manager for Mintel Comperemedia Omni, in the blog post.

Within the United States, the blog post notes that curated content appeals to younger consumers such as Gen Z, allowing them to amalgamate their social engagement with brands with an accessible path to purchase.

Last fall, LIFEWTR and music artist Doja Cat collaborated on digital and in-person activations around the “Plant Her” album release. Among those activations were clues to locate a public art mural in Los Angeles equipped with augmented reality technology that also unlocked access to exclusive prizes. Consumers who visited the mural also were able to access Doja Cat’s limited-edition LIFEWTR bottled water series, featuring three bottles with intergalactic-inspired “Planet Her” visuals, while supplies lasted.


Image courtesy of PepsiCo


Mintel notes that the speedy evolution of social commerce also has helped various emerging brands become household names, but it also highlights the importance of prioritizing user experiences.

“Experimenting with new formats such as live streaming and tactics such as gamification, and riding on the metaverse trend could be the next big opportunities that social commerce players can take advantage of,” the blog post states.

As social commerce becomes more integrated into consumers’ lives, beverage manufacturers likely will need to take a closer look at how this could shape their future.