Social commerce combines e-commerce with social interactions, allowing consumers to engage with brands and make purchases through platforms like Instagram, Facebook, and TikTok. It relies on peer-to-peer promotion and digital communication to build trust and drive sales. Brands are leveraging independent, on-demand brand advocates—customers who love their products—to provide personalized, authentic recommendations. This strategy boosts customer trust, enhances engagement, and increases revenue by turning loyal customers into online sales consultants.

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