Social networks go crazy for commerce. This one is well on its way — witness Facebook’s move this fall with the Instagram shopping tab and WhatsApp shopping carts — but look for others to try it on in 2021.

Can ritual social apps be big, or are they little social? It’s more a question of how big any emerging social apps can become now; very few will ever reach the scale of a Facebook or TikTok or maybe even a Twitter. It’ll depend on format, graph structure, network effects, and, of course, timing. But you could argue that big social will always have ... See more