The influence of social shopping on marketplaces

Social media is a big part of online fashion marketing. Brands give influencers free garments to post themselves wearing them on platforms such as Instagram or TikTok. This relatively new way of marketing focuses on customers making buying decisions based on reviews.

An example of the influence of social media on marketplaces can be seen from the popularity of a specific brand of leggings, promoted by TikTok users. This had no input from Amazon and came from one TikTok user posting a video of the leggings. The post received over 2.5 million8 views, with ‘TikTok’ leggings becoming one of the most searched phrases on Amazon over a 30-day period. This demonstrates the power of this form of marketing.