The Power of Social Commerce - How Platforms influence the sales process

Social commerce has long become an integral part of the customer journey, driving not only awareness but also real conversion. Platforms like TikTok, Instagram, and Pinterest have evolved from pure sources of inspiration into full-fledged shopping destinations. According to a recent GroupM study, around half of users already make purchases directly within these networks. At the heart of this transformation are creators and influencers who build trust with their communities through authentic content and personal engagement. But what does it mean to be an influencer today? Which KPIs matter most—reach, engagement, or conversion? And what content formats are currently setting the standard? Simultaneously, social platforms are heavily investing in expanding their commerce functionalities. From in-app shops to one-click buy buttons, the integration of purchasing processes is advancing. But how can platforms create environments where commerce feels organic rather than intrusive? And what innovative ideas are emerging in this space? This panel will explore the role of influencers in modern commerce, current KPIs and content trends in influencer marketing, and platform strategies for integrating purchasing processes.