Laurent Thoumine, Managing Director and Retail Lead, Europe, Accenture, explores the growth of social commerce. This article first appeared in ESM May/June 2022.
About 3.5 billion people use social media. That’s around 44% of the total global population. And this figure is growing all the time — more than 300 million social media users came online between 2019 and 2020 alone.
With users of social platforms spending on average 2.5 hours every day, there are a large number of people spending a large amount of time on social media around the world. And that’s changing the way they consume.
