Authentic Commerce: The New Consumer Driver

Let’s start with a question: authentic commerce?

While there is no single definition of authentic commerce, eCommerce Fastlane describes it as a meaningful interaction between e-commerce brands and their customers. This definition, while accurate, fails to get to the heart of the matter. As I see it, authentic commerce is more than just a “meaningful interaction”; it’s the new driving force for consumers. But why is it so important?

According to a 2020 analysis by Dentsu, 80% of today's consumers (Gen Ys) value authenticity, and a recent study by Salesforce has shown that the next generation (Gen Zs) demand it. In fact, almost 9 out of 10 Gen Z'ers prioritize areal connection over a purchase. When consumers are so clear about their purchasing motivations, retailers and brands take notice and reconsider their e-commerce strategies.

80%

Of today's consumers value authenticity

Authentic commerce will become one of the primary purchasing drivers for consumer brands in this decade.

For this reason, I’m making a bold prediction: Authentic commerce will become one of the primary purchasing drivers for consumer brands in this decade, and it will be spearheaded by live shopping.

In fact, I strongly believe that authentic commerce, like live shopping, has the potential to revolutionize e-commerce and retail in general, and bring about an era of real brand experiences.

E-commerce Must Leave Mass Behind

Of course, authenticity in commerce has long been a goal among marketers and branding specialists. Based on my experience, authenticity has struggled to shine through because most retail brands have historically been associated with mass media brand awareness. In this context, the brand experience has been influenced by flashy, celebrity-filled content designed to appeal to a broad audience.

Nowadays, technology has made it possible for even self-made productions to look like a million dollars. This has had a significant impact in the world of social media influencers, who were previously known as the champions of authentic and self-made content. In short, I believe that this branding formula has become weak and ineffective. Even personal reels or social media posts end up looking like a duplicate of something we’ve already seen. And with that, any originality and authenticity go by the wayside.

Fortunately, e-commerce has continuously evolved and re-invented retail throughout the last three decades. And with the emergence of authentic commerce, I believe we’re on the cusp of yet another evolution, where we can go beyond the hype and leave mass media-strategies behind. This time, the focus is on consumer demand, real connections, and brand experiences. The days of mass media-strategies are coming to an end.

Live shopping brings balance through fusion. In 2024 it will hit full momentum, letting retailers rebuild revenues without inefficient mass marketing or heavy discounts.

Far from threatening, live shopping brings balance through fusion. In 2024 it will hit full momentum, letting retailers rebuild revenues without inefficient mass marketing or heavy discounts. As digital channels intertwine with physical outlets, it breaks zero-sum commerce assumptions.

There need not be channel supremacy winners and losers; all commerce and retail can thrive when creatively blended from old and new.