Social Shopping Platforms

Host Matt Edmundson's fascinating conversation with digital strategy expert Björn Ognibeni reveals the stark differences between Western and Chinese e-commerce approaches. Björn explains how Western e-commerce has remained largely unchanged for decades, focusing primarily on convenience and efficiency, while Chinese platforms evolved to prioritize experience and social connection. The discussion highlights how Western companies like Amazon abandoned the social aspects of shopping that made physical retail experiences memorable, while Chinese platforms like Taobao and Xiaohongshu (Red Node) have integrated these elements into their digital offerings. Matt and Björn explore how different competitive landscapes and business goals have shaped these divergent approaches, with Western platforms optimizing for measurable KPIs while Chinese companies continuously innovate under intense competition.

Most influencer marketing fails because brands treat creators like billboards rather than genuine partners. David Perry from Carro reveals why the entire industry has been measuring the wrong metric—follower counts matter far less than customer ownership. Discover how virtual wholesale networks are enabling authentic brand-influencer partnerships, why social commerce is finally making customer ownership possible for creators, and how collaborative networks are replacing traditional drop shipping with more efficient, authentic alternatives that benefit everyone involved.

Discover why content strategy is essential for eCommerce success as Katie Wight reveals the three-pillar framework that increased one client's average order value by 50%. Learn why great social media looks simple but requires strategic rigour, how to right-size your content programme to your business stage, and why treating organic social media as an afterthought costs brands millions in lost revenue and community building opportunities.