Black Friday 2024 has revealed a seismic shift in how consumers shop online. In this ProfileTree podcast episode, hosts Laura, Marcus, and Gabrielle break down the explosive rise of social commerce, the transformation of TikTok Shop from niche platform to retail powerhouse, and why traditional ecommerce funnels are being completely reimagined.
Whether you're running an ecommerce business in Belfast, across Northern Ireland, or throughout the UK, this episode delivers actionable insights into the changing consumer behaviour that's reshaping digital retail. You'll discover why video content has become non-negotiable, how younger shoppers are bypassing traditional retail channels entirely, and what this means for your 2025 digital strategy.
Perfect for: SME owners, marketing managers, ecommerce directors, and anyone responsible for online sales strategy who needs to understand where consumer attention and spending power is actually flowing.
Episode Breakdown Black Friday 2024: The Numbers That Matter (00:00 - 02:05)- UK Black Friday 2024 spending statistics and year-on-year growth
- The accelerating shift from in-store to online shopping
- How Gen Z and younger millennials are fundamentally changing purchase patterns
- Why traditional retail metrics no longer tell the complete story
- Understanding social commerce and why it's exploding in 2024
- TikTok Shop's staggering growth figures and what's driving them
- Major brands (Samsung, Disney, beauty and fashion retailers) entering social shopping platforms
- Why beauty, fashion, and tech products dominate TikTok Shop sales
- The dramatic shift from small independent sellers to major retailers
- How TikTok Shop achieves higher conversion rates than traditional ecommerce
- Shorter customer journeys and the rise of instant purchase decisions
- FOMO (Fear of Missing Out) as a powerful driver in social commerce
- The TikTok ban threat versus accelerating retailer adoption
- Why global brands are now trusting social platforms for direct sales
- Projected social commerce growth and market forecasts
- Why authentic, unpolished content outperforms traditional advertising
- How user-generated content (UGC) builds genuine trust with consumers
- The shift from reading reviews to watching real product demonstrations
- Why consumers now seek video content before making purchase decisions
- The collapse of the traditional ecommerce funnel in favour of video-first discovery
- How buyers research tech purchases and high-value items in 2024
- Influencer marketing versus independent reviewer credibility
- Real-world example: comprehensive research for a single product purchase
- YouTube research versus Trustpilot and Google Reviews
- How TikTok simplifies and accelerates product discovery
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