The Potential of Social Commerce for Small Fashion Businesses in Pakistan: A Case Study Approach

This study explores the potential of using social commerce as an alternative to e-commerce, focusing on fashion businesses in Pakistan. Despite gaining popularity amongst small businesses, the use and implications of the new form of online business model, “Social Commerce” for small fashion businesses, are largely unknown in Pakistan. Qualitative data were collected from six fashion case businesses using in-depth interviews as a data collection method. The data obtained was analysed using qualitative content analysis. The findings revealed that small fashion businesses in Pakistan can significantly benefit from using Social Commerce, as it can help overcome the limitations of e-commerce while enhancing the advantages of building relationships with customers through integrating social aspects in commerce-related activities. This study provides a unique perspective on the adoption of social commerce among small fashion businesses in Pakistan, showcasing it as an alternative to traditional e-commerce. Utilising the social support theory, the findings emphasise the importance of social support in cultivating customer relationships.