Social Commerce Is Transforming Online Shopping

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Join Brad Friedman and Will Basta as they chat about the extraordinary growth of social commerce, which allows consumers to make purchases while scrolling.

Will Basta, a Los Angeles native, is a forward-thinking entrepreneur with expertise in healthcare, global e-commerce, and venture capital. Motivated by his dedication to personal health and wellness and enriched by a global perspective shaped by world travel, Will has cofounded various enterprises, including ACV Partners. This company specializes in e-commerce management and marketing, concentrating on brand cultivation and online business development for investors. Will plays a key role as an executive, contributing strategic insight and leadership to the organization.

With over a decade of experience driving growth and innovation in the digital space, Will has proven to be a significant asset for multiple startups and has invested in numerous companies. His expertise in strategy, marketing, and operations has played a crucial role in his business endeavors, especially within the e-commerce sector.

Beyond his professional pursuits, Basta is a clean water advocate and pitbull ally, working to make a positive impact in these categories. Will’s impactful contributions in both business and philanthropy demonstrate his leadership in driving innovation in today’s digital landscape.

In this Episode:

• Will talks about the relatively new subsector of e-commerce called social commerce.
• Will says that when you can make a purchase without leaving a social app, you are more likely to purchase something.
• Will discusses how AI generated video is taking off on TikTok.
• Will talks about the types of products people are more likely to buy while scrolling through social apps.
• Will says influencer marketing isn't going to be affected by AI and is growing.

Quotes from this Episode:
“Social commerce is growing at a very rapid rate, probably about four to five X regular e-commerce growth, which is already growing at a substantial rate in general.” – Will Basta
“When you have less friction of leaving the app to go to an external site, impulsive purchases have a better chance and conversion happens more.” – Will Basta
“You're not going to go buy your regular household grocery items, but you will buy that unique gadget for the shower on TikTok.” – Will Basta
“Traditional marketing is definitely not dead by any means, but people buy from people, right?” – Will Basta
“That's the nature of marketing, right? You have to spend money to understand what makes the most sense and where to spend money the next time and target more.” – Will Basta

Resources:

Will Basta:
LinkedIn: Will Basta
Facebook: ACV Partners
Instagram: ACV Partners
YouTube: ACV Partners
Website: Will Basta
Website: ACV Partners

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Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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