Is Social Commerce the Key to Real Consumer Loyalty?
In this episode of Commerce Media Matters, we’re joined by the brilliant Lance Eerhard, CEO of BuyersCircle—a game-changing social eCommerce platform created by former Alibaba execs to empower e-Tailers and suppliers to connect with their social communities. With 30,000 sellers, 950,000 active shoppers, and a career that’s seen him in top roles at WooliesX, Dan Murphy's, and CUB, Lance knows a thing or two about transforming online retail and tapping into the power of the creator economy..
Social commerce is undeniably in its prime, and Lance dives into how creators are flipping the script on traditional affiliate and commerce models, turning trust and personalization into powerful tools that build real consumer loyalty. He shares why smaller, dedicated audiences can make a huge impact through influencers who truly “get” them—especially as consumers increasingly seek curated experiences that resonate with their values and identity.
In this episode you’ll get the lowdown on:
- The Affiliate Challenge: The digital world is no walk in the park, with razor-thin margins and an ever-diversifying consumer base. Lance reveals how BuyersCircle’s marketplace model is redefining the rules, empowering creators to set up their own stores and retain their hard-earned audiences within the content and environment they’ve crafted.
- Social Commerce's Bold Future: One-to-one interactions and live commerce are shifting the game, giving creators fresh ways monetize their content like never before.
- Retail Media and Cultural Diversity: Why connecting with Australia’s culturally and linguistically diverse communities is so important—reaching new audiences means embracing and understanding a variety of backgrounds and perspectives.
- A Brand Renaissance: Trust in big brands is making a comeback as consumers are drawn to companies that reflect their own values. Discover how this shift is shaping retail’s landscape.
- Specialty Retail's Rise: Consumers are done with generic—today, it's all about bespoke recommendations and shopping experiences that feel personal and genuine.
Soundbites to listen out for:
Creating Real Conversations in Influencer Marketing
“Allow them to create an environment and conversation with the end user, rather than the digital billboard that’s (typical of) influencer marketing.”
The Power of Relatable Connections
“It’s about your kids are like my kids, and so therefore you like the same toys that I like to buy. It’s about being personal rather than personalised.”
The Future of Live Commerce
“The future as I see it leads to that one to one communication for creators and their audiences and it’ll actually end up in a live commerce environment.”
How to Effectively Drive Creator Monetization
“You don't need to know how to set up an e commerce Store. You don't need to do any of that. All you need to do is have an engaged audience and you can start to monetize it.”
About our guest:
With a career shaped by key leadership roles at Woolworths, Dan Murphy's, and Carlton & United Breweries (CUB), Lance brings a forward-thinking perspective on the trends shaping the eCommerce sector. He joined BuyersCircle in April 2022, following his tenure as General Manager at Woolworths’ WooliesX, where he led innovative digital initiatives.
Lance actively contributes to the industry as an Advisory Board Member for the National Online Retailers Association (NORA) and as a Customer Advisory Group Member at Australia Post. His previous roles include Head of eCommerce at CUB, eCommerce Director for APAC South with ZX Ventures—the growth arm of Anheuser-Busch InBev—and Chief Digital Officer of Dan Murphy’s.
Throughout his career, Lance has been instrumental in driving eCommerce growth across Australia, complemented by extensive international experience across markets and categories in APAC South.
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