Tina Manikas, Global Head of Connected Commerce at Omnicom Commerce, moderated a key session at Shoptalk Fall 2024 titled “Setting Priorities in the Changing Social Commerce Landscape.” The panel featured executives from top brands, including Michelle Peterson, Chief Marketing Officer of Kendra Scott; Steven Tristan Young, Chief Marketing Officer of Poshmark; and Marisa Runyon, U.S. Head of Creative Content at SHEIN. They shared how they are navigating the complexities of social commerce, which Emarketer predicts will surpass $144 billion in U.S. revenue by 2027. The panelists emphasized that success in this evolving space requires understanding the demographic, cultural, and psychographic factors that shape how customers engage with brands on social media.

Each executive highlighted their unique approach to building authentic connections and fostering engagement. Michelle Peterson discussed how Kendra Scott creates emotional connections with customers, while Steven Tristan Young emphasized the role of community in Poshmark’s live selling strategy. Marisa Runyon explained how SHEIN scales live-streaming by featuring real customers, leading to increased trust and engagement. The session underscored that social commerce is not just about transactions, but about building communities that drive long-term loyalty and growth.