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Social Commerce: The Next Trend in Online Shopping

A year ago when the world was in the throes of a health crisis, social media served as an answer key in scenarios such as finding medicines, tracking the availability of hospital beds, and providing meals to the Covid patients. Social apps became a significant part of the customers’ ecosystem. Its use was not just limited to building connections but also social buying. Here users could review and buy products in real-time on these channels rather than redirected to a website or sales platform. Social commerce: the next trend in online shopping has evolved into a simple-to-use marketplace for ordinary people. It is also helping them establish their own business with the touch of a button and reach a larger audience at a low cost.

According to Accenture, social commerce will grow thrice as fast as traditional e-commerce, hitting $1.2 trillion by 2025. China will remain the most mature market and developing countries like Brazil and India will witness the highest growth. Gen Z and Millennials, who account for 62 percent of overall social commerce spending will drive this growth.

What the Digital shoppers want is a ‘Buy At The Moment’ experience.

According to Statista, the number of social media users is expected to hit nearly 4.41 billion by 2025. 

Statista Report on Social Network Users

Source: Statista

These social media-savvy digital buyers place a high value on convenience and in-the-moment experience. When it comes to purchasing decisions, they heavily rely on their social networks. Word of mouth, influencer and consumer reviews posted on social channels builds a sense of trust and an immediate desire to buy amongst Gen Z consumers.

Why social commerce is a win-win for businesses.

  1. Wider Reach : 

According to a report by Recogn, there are 157 million social commerce shoppers, accounting for 53% of total online shoppers in India and this number could hit 228 million by the end of 2022, a 45% jump from the existing user base. Companies are increasingly collaborating with well-known influencers to boost their brand visibility. Leveraging influencers’ user base, brands are successfully creating trust amongst their followers in the long run. Recently, Instagram launched a product tagging in the US that lets users tag products featured on their posts. Customers will be directed to a dedicated page where they can access information such as pricing, availability, and more by clicking on the tagged product. Product tagging would help users discover products from the people they follow and businesses expand their audience on the platform.

  1. Higher Engagement:

Global Statistics revealed that Indians spend an average of 2.36 hours per day on social media. According to another report by Statista, India has almost 239.65 million Facebook users and 230.25 million Instagram users, and 126 million Snapchat users, making it the biggest country in terms of these channels’ user base. 

World’s popular brand– L’Oreal teamed up with Facebook to introduce an AR-powered makeup try-on experience using AR for Instagram Shoppers. Snapchat partnered with MAC Cosmetics and Ulta Beauty recently to roll out an updated shopping feature “catalog-powered” shopping lens. Within two weeks, MAC Cosmetics witnessed a 17-fold increase in sales and over 1.3 million Augmented Reality (AR)-powered try-on, while Ulta saw a $6 million increase in sales and 30 million product try-on. 

  1. Personalised and Localised experience: 

According to Facebook, 54% of people surveyed said that they made a purchase either in the moment or after seeing a product or service on Instagram.

Social commerce is an important aspect of the web 3.0 ecosystem. Here the actual emphasis is on buying online things rather than buying things online. In the past two years, social channels have broadened the horizon for not just big brands but also for young and budding entrepreneurs and small firms looking to expand their business. 

A Gurgaon-based company, Bulbul has registered 4 lakh transactions with around 15 million views via video streaming and interactive chat that helps users find new products. The bulk of the content is created by local women across the country who explain multiple products and their features in various Indian languages to give local trust to the audience.

The Road Ahead

As the social world expands, companies must create a fluid customer experience to gain customer attention and loyalty. There are some hiccups along the way. With so much content available today, creating real and reliable content for users is a significant challenge for businesses. Furthermore, because of the short customer attention span, keeping their audience captivated for an extended period of time is also tricky. Innovative engagement initiatives integrated with new-age technologies will go a long way in understanding customer buying patterns and helping brands develop a space in consumers’ minds.

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The Future-Ready Factory: The Power of Predictive Analytics in Manufacturing

In 1989, a missing $0.50 bolt led to the mid-air explosion of United Airlines Flight 232. The smallest oversight in manufacturing can set off a chain reaction of failures. Now, imagine a factory floor where thousands of components must function flawlessly—what happens if one critical part is about to fail but goes unnoticed? Predictive analytics in manufacturing ensures these unseen risks don’t turn into catastrophic failures by providing foresight into potential breakdowns, supply chain risk analytics, and demand fluctuations—allowing manufacturers to act before issues escalate into costly problems.

Industrial predictive analytics involves using data analysis and machine learning in manufacturing to identify patterns and predict future events related to production processes. By combining historical data, machine learning, and statistical models, manufacturers can derive valuable insights that help them take proactive measures before problems arise.

Beyond just improving efficiency, predictive maintenance in manufacturing is the foundation of proactive risk management, helping manufacturers prevent costly downtime, safety hazards, and supply chain disruptions. By leveraging vast amounts of data, predictive analytics enables manufacturers to anticipate machine failures, optimize production schedules, and enhance overall operational resilience.

But here’s the catch, models that predict failures today might not be necessarily effective tomorrow. And that’s where the real challenge begins.

Why Predictive Analytics Models Need Retraining?

Predictive analytics in manufacturing relies on historical data and machine learning to foresee potential failures. However, manufacturing environments are dynamic, machines degrade, processes evolve, supply chains shift, and external forces such as weather and geopolitics play a bigger role than ever before.

Without continuous model retraining, predictive models lose their accuracy. A recent study found that 91% of data-driven manufacturing models degrade over time due to data drift, requiring periodic updates to remain effective. Manufacturers relying on outdated models risk making decisions based on obsolete insights, potentially leading to catastrophic failures.

The key is in retraining models with the right data, data that reflects not just what has happened but what could happen next. This is where integrating external data sources becomes crucial.

Is Integrating External Data Sources Crucial?

Traditional smart manufacturing solutions primarily analyze in-house data: machine performance metrics, maintenance logs, and operational statistics. While valuable, this approach is limited. The real breakthroughs happen when manufacturers incorporate external data sources into their predictive models:

  • Weather Patterns: Extreme weather conditions have caused billions in manufacturing risk management losses. For example, the 2021 Texas power crisis disrupted semiconductor production globally. By integrating weather data, manufacturers can anticipate environmental impacts and adjust operations accordingly.
  • Market Trends: Consumer demand fluctuations impact inventory and supply chains. By leveraging market data, manufacturers can avoid overproduction or stock shortages, optimizing costs and efficiency.
  • Geopolitical Insights: Trade wars, regulatory shifts, and regional conflicts directly impact supply chains. Supply chain risk analytics combined with geopolitical intelligence helps manufacturers foresee disruptions and diversify sourcing strategies proactively.

One such instance is how Mantra Labs helped a telecom company optimize its network by integrating both external and internal data sources. By leveraging external data such as radio site conditions and traffic patterns along with internal performance reports, the company was able to predict future traffic growth and ensure seamless network performance.

The Role of Edge Computing and Real-Time AI

Having the right data is one thing; acting on it in real-time is another. Edge computing in manufacturing processes, data at the source, within the factory floor, eliminating delays and enabling instant decision-making. This is particularly critical for:

  • Hazardous Material Monitoring: Factories dealing with volatile chemicals can detect leaks instantly, preventing disasters.
  • Supply Chain Optimization: Real-time AI can reroute shipments based on live geopolitical updates, avoiding costly delays.
  • Energy Efficiency: Smart grids can dynamically adjust power consumption based on market demand, reducing waste.

Conclusion:

As crucial as predictive analytics is in manufacturing, its true power lies in continuous evolution. A model that predicts failures today might be outdated tomorrow. To stay ahead, manufacturers must adopt a dynamic approach—refining predictive models, integrating external intelligence, and leveraging real-time AI to anticipate and prevent risks before they escalate.

The future of smart manufacturing solutions isn’t just about using predictive analytics—it’s about continuously evolving it. The real question isn’t whether predictive models can help, but whether manufacturers are adapting fast enough to outpace risks in an unpredictable world.

At Mantra Labs, we specialize in building intelligent predictive models that help businesses optimize operations and mitigate risks effectively. From enhancing efficiency to driving innovation, our solutions empower manufacturers to stay ahead of uncertainties. Ready to future-proof your factory? Let’s talk.

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