There’s no debate about the dominance of social media in our lives, shaping behaviour and influences and opening connections worldwide. With social media dominance always on the rise, it has become a marketplace where customers and marketers interact with each other.
Commerce has become a huge part of social media, now metamorphosing into a concept called social commerce. Social commerce is an important subset of e-commerce, as businesses now sell directly to customers via social media platforms.
The concept is becoming an important business model in Africa; small and medium-sized enterprises are already the most significant users, while big e-commerce platforms have also started to adopt it. According to Research and Markets, the social commerce industry in Africa is expected to grow by 38.9% annually to reach $69m this year.
According to a 2019 survey, Facebook and Instagram are used by Africans for online shopping more than e-commerce marketplaces.