Another Tool in the Sales Chest

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Exploring social commerce and how to acheive success with it

By Andrea Hill

Until 20 years ago, small to medium-sized businesses chose one distribution channel, and that was enough. Adding additional channels represented significant risks related to marketing and sales investment as well as related logistics and operations challenges—risks that only made sense as part of an aggressive growth strategy.

The world of digital commerce upended that approach to business. Business owners today must grapple with the staffing, costs, and learning curve of not one, not two, but three or more channels of distribution. The retail sector is now facing the costs of resisting online sales as well as the changes to the customer experience and merchandising those online sales require. Wholesalers and brands have struggled (and continue to struggle) with the decision to stick by declining retail partners or venture into direct sales online.