How to Sell Now: Social and AI
Social media platforms have evolved into significant tools for luxury shopping, with TikTok transitioning from a discovery tool to an evaluation engine. Consumers are increasingly using these platforms to seek reviews and comparisons before making purchases, particularly for luxury items. However, while impulse purchases are common, high-ticket items often require a more traditional in-store experience.
- ▪Instagram first trialed shoppable posts in 2016, while TikTok Shop recorded $500 million in sales during Black Friday 2023.
- ▪A third of luxury consumers plan their purchases, but 39% make impulsive buys when something catches their eye.
- ▪Traditional media remains the most trusted source of inspiration for luxury purchases, with print magazines leading at 42%.
- ▪Fashion week is a critical moment for luxury brands to engage audiences on social media, with different platforms serving distinct roles.
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TechnologyHow to Sell Now: Social and AIBy Vogue Business June 3, 2026Photo: Courtesy of Courrèges / Artwork by Vogue BusinessSave StorySave this storySave StorySave this storyIt’s been almost a decade since Instagram first trialed shoppable posts in November 2016, calling on 20 US retailers, including Kate Spade and Warby Parker, to pilot its Shop Now feature. In China, WeChat Pay has enabled in-app shopping since 2013. Meanwhile, TikTok Shop, which launched in the UK in 2021 and the US in 2023, recorded its biggest-ever sales day during Black Friday last year, racking up $500 million in the US alone over a four-day period.In the years that followed, social media platforms evolved into powerful sources of entertainment, education, and discovery for luxury consumers.
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Excerpt limited to ~120 words for fair-use compliance. The full article is at Vogue.
