The rise of social commerce is transforming the retail landscape, with 48% of Canadian consumers finding purchasing through social media quick and effortless. As social media platforms like Instagram and TikTok become integral to shopping behavior, retailers are faced with the challenge of integrating these platforms into their sales strategies. We spoke with Rishi Kohli, Senior Manager of Product Innovation at SOTI, to gain deeper insights into the rise of social commerce.
The report indicates that 48% of Canadian consumers find purchasing through social media quick and effortless. How can retailers effectively integrate social commerce into their strategies to meet this demand, and what challenges might they face in doing so?
Retailers need to treat social media as a brand-building tool and a fully functional sales channel. This means directly integrating shoppable posts, in-app checkout, and creator collaborations into platforms like Instagram and TikTok. The key is to make discovery and purchase seamless.
A cohesive operational strategy is also critical: fulfillment, inventory management, and customer support must work in harmony to maintain trust. Aligning messaging across social and traditional channels provides a consistent shopping experience, while responding to feedback and appreciating user-generated content fosters loyalty. Finally, protecting customer data and incorporating AI-driven personalization can keep shoppers engaged, delivering a secure, tailored journey from click to delivery.
With 73% of consumers experiencing issues like long delivery times and poor communication when shopping via social commerce, what steps should retailers take to improve fulfillment processes and enhance customer satisfaction?
Retailers must elevate fulfillment from a back-end function to a customer experience priority. This includes implementing real-time order tracking, automating post-purchase communications, and using data to forecast demand more accurately. Social commerce is fast-paced—consumers expect the same speed in fulfillment.
In Canada, the survey found that 37% of consumers reported that it took a long time for their item to be delivered, 25% received products that looked significantly different from what was ordered, and 23% received little to no communication about where their item was.
Investing in agile logistics partners and syncing inventory across channels can help close the gap between promise and delivery. Transparent, proactive communication goes a long way in turning a potential negative into a brand-building moment.
The study reveals that 50% of consumers are open to retailers using AI to deliver more personalized shopping experiences. How can retailers implement AI responsibly to enhance personalization without infringing on consumer privacy?
AI-powered personalization can enhance the shopping experience, but it must be done with transparency and consumer trust. The key is to be upfront about how data is collected and used, giving customers control over their preferences. Retailers should prioritize a “privacy-first” approach—limiting data collection to what is necessary and ensuring AI-driven recommendations feel helpful rather than invasive. Strong encryption, secure data storage, and compliance with evolving privacy regulations help reinforce trust. When used responsibly, AI can provide seamless, tailored experiences that strengthen customer loyalty without compromising privacy.
According to the report, 61% of consumers fear smaller retailers cannot secure personal and payment data. What measures can smaller retailers implement to build trust and assure customers of their data security practices?
That number rises to 66% in Canada. To address this fear, smaller retailers don’t need an enterprise-level security budget, but they do need to be deliberate. Start by partnering with trusted third-party payment providers, displaying visible security credentials (like SSL certificates), and outlining a clear privacy policy on your website.
Secure in-store devices, such as point-of-sale terminals, require strong passwords, encryption, and routine software updates. Use private Wi-Fi networks to separate guests from the main business network. Provide straightforward, proactive communication about how data is collected, used, and protected, and implement multi-factor authentication wherever possible.
Most importantly, be upfront with customers—transparency in handling data builds trust faster than any technology alone. By proving they take security seriously, smaller retailers can quickly build trust that turns cautious shoppers into loyal customers.
The research suggests a growing preference for hybrid shopping models combining in-store and online experiences. How can retailers seamlessly integrate these channels to provide a cohesive and satisfying customer journey?
The future of retail is channel-less. Consumers don’t think in terms of “online” or “in-store”—they want a consistent, personalized experience wherever they shop. Retailers can bridge these channels by integrating systems: syncing inventory, linking customer profiles across platforms, and using data to personalize touchpoints.
Features like buy-online-pickup-in-store (BOPIS), mobile checkout, and real-time in-store availability indicators make the journey fluid. When the technology disappears into the background and the experience takes centre stage, you know you’re doing it right.
The study suggests that Canadian retailers struggle with transparency regarding consumer data. What best practices should they adopt to build trust and encourage more data-sharing without alienating customers?
Transparency is no longer a nice-to-have—it’s the foundation of customer loyalty. Retailers should make data practices visible and understandable, not hidden in terms and conditions. Use plain language to explain what’s collected, how it’s used, and how it’s protected. Give customers choices around personalization and make it easy to opt in or out. When consumers feel informed and in control, they’re more willing to share their data—and more likely to reward that trust with loyalty to the brand.
From your perspective, what are the biggest opportunities and challenges facing Canada’s technology sector today, and how can businesses better position themselves for global success?
Canada’s tech sector has tremendous global potential. The opportunity lies in scaling those innovations quickly and competitively. The challenge? Talent retention, funding gaps, and breaking out of a domestic mindset.
Companies that invest early in global go-to-market strategies, partnerships, and platform thinking will grow. SOTI’s path—from Mississauga startup to global mobility leader— proves that Canadian innovation can compete globally with the right focus.
As retailers embrace social commerce, the key to success lies in aligning technology with customer-centric strategies. By integrating shoppable posts, optimizing fulfillment processes, implementing responsible AI personalization, and ensuring data security, brands can create a seamless and secure shopping experience that fosters trust and loyalty. With the right strategies, Canadian retailers can not only meet consumer expectations but also position themselves for long-term success in the global marketplace.
Yugbodh (YB) is a contributing writer at Tech Beat Canada, he skillfully weaves captivating stories. For him music and movies serves as an escape, and he finds them fascinating as they constantly evolve. If you have interesting tales to share, feel free to reach out: info@techbeat.ca
