The CMO's Perspective: Social Commerce and the Future of Retail
From manual point of sale machines to the seamless flow of social commerce today, the world of payments and consumer purchase expectations have undergone a dramatic transformation. With global social commerce revenues projected to grow to over $1 trillion by 20281, the demand for fast, secure, and integrated payment solutions is more critical than ever.
The future of shopping is here, and it's social.
Immersive, interactive, and powered by technology
By integrating entertainment and social interaction with commerce, social commerce—including live shopping experiences on popular social media platforms—facilitates seamless in-app purchases. This innovation not only streamlines the buying process but also reshapes consumer engagement and purchasing behavior, setting a new paradigm in the retail landscape.
Nearly half (48%) of consumers across nine Central and Eastern Europe, Middle East, and Africa (CEMEA) markets leverage social networks for their product searches. This trend is especially pronounced in Nigeria, where an astounding 87% of consumers rely on social media for discovering products, and remains notably high in Saudi Arabia at 57%. With Gen Z, particularly, the search for products on social media rises to 60% across CEMEA, reaching a remarkable 88% in Nigeria2.
The Rise of Augmented and Virtual Reality
The integration of technologies like Augmented Reality (AR) and Virtual Reality (VR) is further amplifying social commerce by reshaping consumer interactions and enhancing purchase confidence. For example, a luxury fashion brand collaborated with Snapchat to launch the first global AR shoe try-on, allowing users to virtually try on sneakers and purchase them directly in-app, leading to increased engagement and sales3.
In Central and Eastern Europe, Middle East, and Africa (CEMEA) there is significant opportunity for businesses to leverage AR/VR. A recent study revealed that a third of respondents in Saudi Arabia, 26% in the UAE, and 25% in Egypt are excited about incorporating the technology into their online shopping experiences4.
This AR/VR trend signifies the broader evolution of digital shopping, where engaging and interactive experiences are becoming the norm.
Shoppertainment: revolutionizing retail with content-driven commerce
Shoppertainment, which merges content and commerce, leverages the power of digital platforms to engage younger audiences in dynamic and interactive ways. Pioneering this movement are platforms like Roblox, Spotify, TikTok, and YouTube, which facilitate seamless product discovery through music videos, interactive games, and livestreams.
For brands, this presents a unique opportunity to blend entertainment with commerce. Meanwhile, key stakeholders in the payments ecosystem can transform the shopping experience by enabling frictionless and secure purchasing journeys.
The mobile-first shopping experience
Reflecting these shifts, the surge in mobile commerce has become increasingly significant. With sales reaching $2.2 trillion in 20235, effortless buying and selling are no longer a bonus – it’s the baseline.
As mobile commerce continues to rise, so does the demand for seamless payment solutions—from instant checkout to secure transactions. In fact, digital and wallet payments have made it so convenient to shop that 49% of global mobile transactions are made through these payment methods.
Visa’s Role
At Visa, we are at the forefront of this payments evolution, continuously innovating to deliver one-click checkout and effortless cross-border capabilities. With access to 8.5 billion card and wallet endpoints across over 190 markets—alongside support for payouts in more than 160 currencies—Visa Direct simplifies fund transfers for individuals and businesses7.
We’re also helping creators get paid fast. More than two-thirds of creators’ struggle with slow payouts that hinder their growth, according to a Visa survey of creators8. Visa Direct is addressing this through partnerships with social media networks and marketplaces to help creators get payouts in real-time to their eligible debit card.
Building trust in an evolving ecosystem
With millions of social commerce transactions happening every single day, trust is table stakes. Secure, seamless, and transparent payment systems are no longer a luxury, but a necessity to earn and maintain consumer confidence. As a global leader in digital payments, Visa's network processes billions of transactions annually, deploying cutting-edge security and AI-powered systems to protect both consumers and merchants alike.
But security can’t exist as a solo act. The rapid acceleration of social commerce demands a collaborative ecosystem. Businesses, online platforms, financial institutions, and security providers must work together to build unshakeable consumer trust and address critical concerns around privacy and security. This approach, combined with ongoing consumer education, is the key to unlocking the full potential of social commerce and ensuring its sustained growth.
The future of retail is now
In today's fast-paced digital world, staying relevant demands rapid adaptation. Businesses must tailor their digital payment strategies to meet evolving consumer behaviors, prioritizing trust, seamless experiences, and robust security.
“The future of retail is in the hands of the consumer, and Visa is empowering them to shop how they want, when they want, with the confidence that their transactions are secure. We are continuously innovating to empower businesses through enhanced payment technologies, building the future of commerce one seamless click at a time,” concludes Abdalla.
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1https://www.statista.com/statistics/1231944/social-commerce-global-market-size/#:~:text=Worldwide%2C%20social%20commerce%20generated%20an%20estimated%20revenue%20of,surpass%20one%20trillion%20dollars%20in%20the%20latter%20year.
2GWI, Q2 2024, Q3 2024
3Gucci Engages Snapchatters and Drives Sales with Virtual Shoe Try-on, based on Snap Inc. internal data, 28 June-17 August 2020
4Statista Consumer Insights report, July 2023: https://www.statista.com/statistics/1416943/ar-vr-excitement-in-online-shopping-by-country/
5Global Mobile E-Commerce Worth $2.2 Trillion in 2023, Katharina Buchholz, 10 August 2023
620+ Mobile Commerce Statistics & Trends (2025), wisernotify, 2025
7https://corporate.visa.com/en/products/visa-direct.html
8Marketplaces Survey (March 2020). Commissioned by Visa and conducted by Raconteur among 750 marketplace sellers, 224 of which were digital creators.
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