Traditionally, we visited brick-and-mortar stores to go shopping, but our behavior has slowly shifted towards e-commerce transactions, which has been sped up considerably by quarantine restrictions. Now, customers either visit a brand’s website to purchase from their e-commerce shop directly, or purchase items from established e-commerce marketplaces like Amazon, eBay, and Etsy. 

However, social media’s pervasiveness offers brands an untapped audience full of new e-commerce customers. Facebook alone currently has over 2.7 billion monthly active users. That’s over a fourth of the human population! Add other social media platforms to the mix, and you’ll find more social media users than not. 

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