Community-Driven Commerce

What Is Community-Driven Commerce?

Word-of-mouth marketing has long been a cornerstone of sales initiatives. When it comes to purchasing products, customers tend to listen to trusted sources like friends and family more than companies.

Community-driven commerce is a way of embracing that trust within your marketing and sales efforts. More specifically, it involves capitalizing on the community-driven recommendations that are already circulating within groups of consumers with shared interests and product needs.

Because community-driven commerce combines marketing with entertainment, a lot of these initiatives take place on social media. Brands create social content based on viral trends to engage with users who show interest in those trends. Alternatively, brands can create shoppable links on social media platforms to enable social browsers to easily click "buy."

In each of these cases, brands connect with communities and generate awareness through recommendations.