What Is the Third Shelf? Social Commerce for Confectionery & Snack Brands
Today, the majority of a brand’s consumer engagement is happening on social media, making it the third shelf of commerce. In fact, MikMak reports that social media drove 53% of e-commerce in 2021, and TikTok alone saw 10x growth year over year in its share of that traffic. This session breaks down the latest insights on social commerce, the power of TikTok as a social channel and strategies for how candy and snack brands can win on that third shelf.
Rachel TipographFounder & CEO, MikMak
Rachel Tipograph is the founder & CEO of MikMak, a global e-commerce enablement and analytics platform for multichannel brands focused on accelerating e-commerce growth for brands. After leaving her role as Gap’s global director of digital and social media in 2014, Rachel started MikMak to help brands execute multichannel strategies and accelerate their e-commerce growth. Recognizing her as a thought leader in this space, Forbes listed Rachel as one of its “30 under 30 Who Are Changing the World,” and Fast Company named her one of “The Most Creative People in Business. Mik Mak has earned recognition by Inc Magazine as a “Fastest Growing Company in America.”
Sofia HernandezGlobal Head of Business Marketing, TikTok
Sofia Hernandez is the global head of business marketing for TikTok, the leading short-form video platform designed to inspire creativity and bring joy. She is responsible for building innovative marketing solutions that help brands become TikTok fluent and engage with their communities through powerful and creative storytelling. Sofia has more than 18 years of experience leading some of the most iconic global marketing campaigns for Fortune 500 companies including P&G, Johnson & Johnson, Netflix and Spotify. Sofia recognizes her role as part of the 1% of Latina executives in tech and is a committed advocate for fostering inclusion in the industry.