Domino’s might have been ahead of its time when it launched 'Anywhere' ordering back in 2015, but today, social commerce is taking convenience to the next level. In this episode, I dive into the world of social commerce, the seamless integration of shopping directly within social platforms like TikTok and Instagram, and why it’s reshaping how brands and retailers connect with customers.

From TikTok Shop’s explosive growth to retailers like Carrefour testing the waters, I break down what’s working, what’s not, and what every brand should know before jumping in. Think of this as your 80/20 guide: just enough to understand the big picture without getting lost in the weeds.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[00:00] - Domino’s early experiment in social commerce and the philosophy of “empowering laziness”
[01:15] - What social commerce really is (and what it isn’t)
[02:00] - The numbers behind this fast-growing trend and where the money is going
[02:39] - Why TikTok Shop leads the pack and how brands like Tarte Cosmetics are thriving
[04:00] - Big retailers like Carrefour entering the game, and why it matters
[06:07] - The operational headaches and trust issues brands are facing behind the scenes
[07:55] - Lessons from Instagram’s native checkout and why data ownership still matters
[09:00] - Categories that win (and lose) in social commerce
[10:29] - Final takeaways: the future of effortless shopping for consumers vs. complexity for brands

Links & Resources

• Check out Shopper Insights from Acosta
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• Follow Kiri on LinkedIn