From Scroll to Shop: What social commerce means for strategy, creators and conversion

Professional knowledge-exchange article published by the British Academy of Management as part of its Business Research Unpacked series. The article examines the growth of social commerce and considers how platforms such as TikTok Shop and YouTube Shopping are changing product discovery, creator influence and online purchasing. It discusses the strategic implications for organisations, including the need to connect social media content, creators, merchandising, platform analytics, customer experience and operational delivery. The article argues that social commerce should be understood not simply as a marketing trend, but as an emerging organisational capability with implications for managers, entrepreneurs and policy-makers.