Trend: Social Video Shopping

The big change of 2020, driven by the impact of the pandemic, is the dramatic increase in e-commerce. This shift looks like it will not only remain but continue to grow and given the boom in online shopping it’s no surprise that social video shopping is the logical next step in influencer brand partnerships.

Global cosmetics giant L’Oréal has indicated that e-commerce has grown 65% during the pandemic to represent 25% of total revenue. L’Oréal’s global chief digital officer Lubomira Rochet told Business Insider that the shift to e-commerce will be permanent, predicting that 50% of its sales will come from e-commerce by 2023.

Plus L'Oréal are making it easier for influencers to drive discovery and sales of their products by investing in the social commerce platform Replika Software, check it out here. The Replika platform enables influencers selling products on any of the social media platforms to curate directly on the brand’s website and generate trackable links to their curations from the brand's site. LVMH have followed and also invested in Replika.

Influencer Marketing Hub have indicated that video shopping is the next big thing for 2021 - check out their guide to the platforms where influencers are selling here.