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Unlock the evolving landscape of Black Friday 2024, e-commerce strategy, and the explosive rise of social commerce in this in-depth ProfileTree podcast discussion. In today’s episode, we explore how online shopping behaviour is transforming, why platforms like TikTok Shop, Instagram Shopping, and social-first consumer journeys are reshaping the digital marketplace, and what brands must do to stay competitive during peak retail periods.

Join Gabby, Laura, and Marcus as they break down the latest UK Black Friday statistics, including the £1.04 billion spent online in 2024, the year-on-year rise in consumer spending, and the influence of younger demographics on in-store purchasing trends. We examine key data insights showing that 69% of shoppers now buy online, with major brands such as Samsung, Disney, and global fashion and beauty retailers investing heavily in TikTok’s booming direct-to-consumer ecosystem.

Discover why social proof, user-generated content, and authentic video reviews have begun to outperform traditional product descriptions and static website listings. From shortened conversion funnels to FOMO-driven purchasing, we analyse how TikTok Shop’s frictionless checkout is simplifying the buying journey and building parasocial trust between consumers and creators.

We also explore how brands can adapt their e-commerce, digital marketing, and social selling strategies, including the role of influencer marketing, product demos, customer reviews, and real-time engagement in boosting conversion and retention. Whether you're a marketer, business owner, or e-commerce professional, this conversation provides practical insights into the future of online retail.

If you want to understand how Black Friday marketing, online sales trends, and the rise of social shopping platforms are redefining the e-commerce landscape, this is a must-watch.

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