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Will Social Media Platforms Steal More eCommerce Market Share?
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Will Social Media Platforms Steal More eCommerce Market Share?

With "live stream shopping" gaining traction in Asia, U.S. social media giants could amass sizable eCommerce footholds if the trend evolves

Afternoon Audit
Jul 6, 2021
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Stocks Fall to Start the Week, Futures Open Lower

Dow: -0.60% | Nasdaq: +0.17% | S&P: -0.20%

Catch Up Quick

  • Iceland’s long-running trial of a 4-day work week was an “overwhelming success” as zero productivity was lost and pay remained the same

  • On a net basis, retail investors bought ~$28B of stocks + ETFs in June

  • Porsche will create a new hypercar company with Bugatti and Croatian electric vehicle maker Rimac

  • A staggering 41% of workers are considering leaving their current employer (survey from Microsoft) → over 4M people (2.7% of U.S. workers) quit their jobs in April

  • Oil prices reached their highest level since 2014 after OPEC+ failed to reach a production deal → Goldman says prices could reach $90/barrel this summer

  • The Pentagon cancelled its $10B JEDI cloud deal with Microsoft, sending Amazon ($AMZN) up ~5% (investors think the deal could be re-awarded to the eCommerce giant)

  • Neighborhood community platform Nextdoor will go public in a $4.3B SPAC deal, as the CEO eyes ambitious expansion

  • Russia’s wealth fund officially cut its U.S. dollar position to zero

  • Shares of Chinese ride-hailing company Didi ($DIDI) plunged 20% today as China’s government vows to restrict downloads during a cybersecurity investigation

  • UBS downgraded Virgin Galactic ($SPCE) after shares have more than doubled in 6 weeks

  • Goldman Sachs upgraded American Express ($AMEX) with a buy rating → sees over 30% upside

  • Citigroup downgraded Domino’s Pizza ($DPZ) citing full valuation after its recent price surge


Thought of the Day

  • We’ve previously discussed how machine learning + stronger algorithms are hyper-personalizing consumer shopping experiences

  • In a similar vein, another eCommerce evolution worth noting is live commerce, or live stream shopping → currently very popular in Asia but has yet to gain real traction in the West

  • Live commerce refers to the combination of live streaming and online shopping, allowing influencers to demo products while viewers interact and buy in real-time

  • By presenting more product information through an additional level of intimacy and immediacy, live commerce appears to have huge potential in the digital ad realm

  • For example, AliExpress LIVE reported a conversion rate of 320K goods added to the cart per 1M views

  • While traditional retail and eCommerce players like Amazon and Kohl’s have explored live commerce integrations, social media platforms like TikTok, Instagram, and YouTube may be better positioned 

  • The success of live commerce is heavily predicated on the influencer hosting the session, and these platforms host robust influencer networks and millions of loyal, under-monitized followers 

  • And while live commerce has taken off in certain regions, only 26% of purchasing decisions in the U.S. are based on influencer recommendations

  • This compares to 44% with respect to Generation Z (Kantar Research), a demographic with less disposable income accounting for a smaller % of eCommerce sales

  • Though as these younger generations age, live commerce may become even more feasible and social media platforms will have a real shot at stealing eCommerce market share from Amazon and other big players assuming the tech giants refuse to collaborate!

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