Here’s what’s shaping the ecommerce landscape in May 2025. As consumer behavior shifts and budgets tighten, brands are finding new ways to connect with creativity, honesty, and the help of content creators. Why creators are the new commerce engines is becoming increasingly apparent as social commerce turns into more than just a trend; it’s the playbook.
This edition of the Vimmi newsletter brings together timely insights and tactical ideas: from Vimmi’s new partnership with Fourthwall, to how QVC is rewriting its legacy on TikTok. We’ll also unpack how social ads are performing and spotlight podcast episodes that pack real-world value.
Here’s what’s inside:
- A look at Vimmi’s integration with Fourthwall.
- How QVC is using TikTok to reach a new generation.
- Why content creators-not traditional ads-are leading purchase decisions
- Top podcast episodes
Let’s get into it!
Vimmi Joins Forces with Fourthwall
Vimmi is now an official app inside Fourthwall, the creator platform. This means creators can host live shopping events and post shoppable videos directly on their storefront and social channels, powered by Vimmi’s tech.
Even better, viewers receive a checkout links triggered by hot-words in their Instagram and Facebook DMs as soon as they show interest. No extra clicks. No drop-off. Just seamless shopping.
This integration creates an exciting opportunity for creators to drive real revenue while keeping fans engaged. And for brands, it opens the door to new, passionate audiences through creator partnerships.
QVC Bets Big on TikTok
QVC, the original home shopping giant, is undergoing a bold transformation.
With a massive decline in traditional TV viewership, 44% down since 2018, the company is now livestreaming on TikTok 24/7, becoming the first constant stream of shoppable content.
This pivot is part of a broader strategy to reinvent itself as a “live social shopping company,” targeting $1.5 billion in sales through social platforms within three years.
For legacy brands like QVC, embracing platforms like TikTok is a survival tactic, and a strategic shift that validates the massive potential of live social commerce.
Content Creators Guide the Purchase Journey
Consumer habits are changing fast, and content creators are right at the center of it.
Instead of turning to Google or online retailers, younger shoppers, especially Gen Z and millennials, are using social platforms like TikTok, Instagram, and YouTube to find and research products.
According to Deloitte’s “Creator Economy in 3D” report, 35% of Gen Z say they rely on content creators to help them decide what to buy. That’s nearly double the 18% of Gen X and way ahead of Baby Boomers at 7%.
This shift means creators are doing more than just promoting products. They’re becoming a trusted bridge between curiosity and purchase.
And it works. The same study found that 47% of consumers visited a brand’s website after engaging with a creator’s endorsement.
So if you’re not already partnering with creators, it might be time to rethink your strategy.
Top Podcast Episodes
Need a quick knowledge boost? Here are four standout episodes that deliver practical advice and insights on ecommerce and social commerce:
Social Commerce Secrets Revealed with Mike Feldman
Mike Feldman, Global Head of Retail Media at VaynerMedia, shares why brands should stop obsessing over ROAS and start investing in creators and affiliates.
He highlights how live shopping creates emotional resonance and breaks down smart strategies for boosting results through social content and partnerships.
Easy Ways to Keep Customers Happy with Vance Morris
Former Disney exec Vance Morris joins the show to reveal the small customer experience touches that drive loyalty.
From old-school printed newsletters to simply picking up the phone, Vance proves that retention doesn’t have to be high-tech, it just has to be intentional.
Shoppable Video Strategies to Transform Ecommerce with Eitan Koter
Eitan Koter, Co-CEO of Vimmi, chats with host Andy Splichal about the rise of interactive video and how it’s reshaping online shopping.
They explore how to scale video content effectively and the importance of being authentic and consistent. A great listen for anyone wanting to drive conversions, not just likes.
Crush E-Commerce Goals with Interactive Video Tactics with Eitan Koter
Eitan returns to discuss the balance between entertainment and effectiveness.
He explains why clickable, value-driven videos (think: live demos) perform better than static ads, and shares real-world strategies to turn engagement into sales. Plus, tips for staying genuine on camera.
Do you know someone who would make a great guest on our show?
Send us a DM!
Final Thoughts?
The world of ecommerce is becoming more interactive, social, and video-first by the day. With tools like Vimmi, you don’t need to be a tech giant to run a successful livestream or make your videos shoppable.
If you’ve been on the fence, now is the time to experiment. Brands using Vimmi’s technology see an 80% increase in conversions, just by making the customer journey more seamless and engaging.
So go ahead. Host that live shopping event. Partner with a TikTok creator. Turn your videos into selling machines. The future of shopping is already here, and it’s incredibly fun.
Thanks for reading. Until next time, happy selling!
What’s your next move?
Subscribe to stay ahead of the trends or connect with us for expert insights on optimizing your social commerce strategy.
