Gamechangers: The Future of Digital Commerce - Hamutal (Tula) Schieber, Schieber Research

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

With new generations and technologies comes new commerce. New Generations - Gen Alpha and Gen Z; New Platforms - including social media and gaming platforms; New Technologies - namely, the Metaverse, VR, and NFTs; all create a disrupted environment for marketers. This talk discusses: consumer trends; influence; digital commerce trends; the creator economy and C2C.

Marketing

KEYNOTE
Hamutal (Tula) Schieber
FOUNDER & CEO
SCHIEBER RESEARCH
Gamechangers:
The Future of Digital
Commerce
NEW YORK, NY ~ APRIL 21 - 22, 2022
DIGIMARCONEAST.COM | #DigiMarConEast

Gamechangers
• New generations
• New expectations
• New platforms
• New sources of influence
• New technologies

Source: Schieber Research,
2018
Content Shoppability, reselling and the influence currency

40%
30%
20%
10%
0%
New Generations on New
Platforms
Most popular video game apps
Time kids spent on top social media
apps (min/day)
100
75
50
25
0
Qustodio annual report on children’s digital habits (4-14), US 2021

Influence.
of Gen Z consumers
purchased a product/service
after seeing it advertised or
reviewed on social media
85%
of Gen Alpha consumers
would purchase a product if
they saw an influencer using it
55%
WARC, TikTok and Publicis, Oct 2021
Wunderman
Thompson

Amazon's “Internet Famous: The Latest to Go Viral”, a selection of favorite products featured in TikTok
videos.

Tribes and
subcultures
TikTok functions as an umbrella for
countless subcultures.
The platform became a source of
education and inspiration

Personalization
Consumers expect personal solutions
to help them with their lifestyles and
specific needs. Customization of
products and services - including
tailor-made product customization,

$36.6 bn
USA
$351 bn
China
The social commerce and live-
shopping industry in 2021
source: eMarketer

Social Shopping
Solves Major
Shopper and
Marketers
Challenges
friends/family and creators over brands
Trust
support, confidence, fun
Stress

Poshmark Report, 2020
"For Gen Z, if it’s not social,
it’s not worthwhile."

Technologies like NFTs, cryptocurrency and
blockchain drive commerce into the metaverse,
from "digital twins" to events and experiential

From Creator
Economy to C2C
Influencers and creators are selling
to their fanbase through their
channels and through direct-to-
consumer platforms (creator
economy).
Meanwhile, consumers are becoming
micro-influencers and sellers,
through upcycling and recycling,
fandom merch and own merch.
Meta will let creators sell virtual products through Horizon Worlds

75% of people are
comfortable buying directly
from a person online.
Poshmark Report, 2020

Depop (a peer-to-peer fashion
resale marketplace): 30 million
active users, 150 countries
90% under the age of 26.
In 2021, Etsy acquired Depop for
approximately $1.625 billion.

Redbubble (online marketplace for print-on-demand
merchandise by independent artists) has evolved into a
community and collaborates with brands to allow artists of fan
communities to create licensed fan merch.

Gamechangers
New Commerce -
new technology
The future - metaverse,
crypto and NFTs
New platforms -
new commerce
consumer-to-consumer,
livestream, social
commerce
New generation -
new expectations
personalization,
reclaiming, influence

Thank You
www.researchci.com
hamutal@researchci.com
linkedin: https://www.linkedin.com/in/hamutal/

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Gamechangers: The Future of Digital Commerce - Hamutal (Tula) Schieber, Schieber Research

1. KEYNOTE Hamutal (Tula) Schieber FOUNDER & CEO SCHIEBER RESEARCH Gamechangers: The Future of Digital Commerce NEW YORK, NY ~ APRIL 21 - 22, 2022 DIGIMARCONEAST.COM | #DigiMarConEast

2. Gamechangers • New generations • New expectations • New platforms • New sources of influence • New technologies

4. Source: Schieber Research, 2018 Content Shoppability, reselling and the influence currency

5. 40% 30% 20% 10% 0% New Generations on New Platforms Most popular video game apps Time kids spent on top social media apps (min/day) 100 75 50 25 0 Qustodio annual report on children’s digital habits (4-14), US 2021

6. Influence. of Gen Z consumers purchased a product/service after seeing it advertised or reviewed on social media 85% of Gen Alpha consumers would purchase a product if they saw an influencer using it 55% WARC, TikTok and Publicis, Oct 2021 Wunderman Thompson

7. Amazon's “Internet Famous: The Latest to Go Viral”, a selection of favorite products featured in TikTok videos.

8. Tribes and subcultures TikTok functions as an umbrella for countless subcultures. The platform became a source of education and inspiration

9. Personalization Consumers expect personal solutions to help them with their lifestyles and specific needs. Customization of products and services - including tailor-made product customization,

10. $36.6 bn USA $351 bn China The social commerce and live- shopping industry in 2021 source: eMarketer

11. Social Shopping Solves Major Shopper and Marketers Challenges friends/family and creators over brands Trust support, confidence, fun Stress

12. Poshmark Report, 2020 "For Gen Z, if it’s not social, it’s not worthwhile."

13.

14. Saks Fifth Ave Livestream

15. Ald o

16. American Girl Virtual Shops

17. Technologies like NFTs, cryptocurrency and blockchain drive commerce into the metaverse, from "digital twins" to events and experiential

18.

19. From Creator Economy to C2C Influencers and creators are selling to their fanbase through their channels and through direct-to- consumer platforms (creator economy). Meanwhile, consumers are becoming micro-influencers and sellers, through upcycling and recycling, fandom merch and own merch. Meta will let creators sell virtual products through Horizon Worlds

20. 75% of people are comfortable buying directly from a person online. Poshmark Report, 2020

21. Depop (a peer-to-peer fashion resale marketplace): 30 million active users, 150 countries 90% under the age of 26. In 2021, Etsy acquired Depop for approximately $1.625 billion.

22. Redbubble (online marketplace for print-on-demand merchandise by independent artists) has evolved into a community and collaborates with brands to allow artists of fan communities to create licensed fan merch.

23.

24. Gamechangers New Commerce - new technology The future - metaverse, crypto and NFTs New platforms - new commerce consumer-to-consumer, livestream, social commerce New generation - new expectations personalization, reclaiming, influence

25. The Roadmap to New Commerce Who (Seller/shopper) brand? creator? fans? c2c? Why support decisions? have fun? increase trust? How metaverse? livestream shopping? VR? chats? Where social media? games? Discord? my online shop?

26. Thank You www.researchci.com hamutal@researchci.com linkedin: https://www.linkedin.com/in/hamutal/

Gamechangers: The Future of Digital Commerce - Hamutal (Tula) Schieber, Schieber Research

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