The ad market in the UK suffered during 2020, but the decline in spending was only marginal as digital investment took up much of the slack. Indeed, the resilience of digital formats has been palpable amid the pandemic.
The adoption of social commerce—the ability to shop and buy, directly or indirectly, via social media platforms—accelerated during the pandemic. The vast majority of social commerce today is within the discovery and consideration stages. However, checkout capabilities are not available from the leading social networks in Canada.