Buying now often starts before a shopper goes looking for a retailer, since a short video can put the product and the buy button on the same screen. mainstream with a Shop Tab and affiliate videos, turning social content into a path toward checkout. The same report cited Insider Intelligence’s estimate that social commerce had grown into a$69 billion U. But the harder work starts after the tap, since the order still has to match real inventory and customer records. Shopify’s enterprise commerceanalysisexplains that disconnected commerce systems add coordination work each time a business adds another project.