Through our research, we see the commerce stack for Gen-Z is rapidly increasing and now includes; social commerce, eCommerce, physical stores, third-party sellers, rentals and resale. With the new commerce landscape, brands need to find a way to ensure they are driving value across each scenario.
Web3 can now facilitate proof of ownership and traceability through NFT-based product passports, which can be easily transferred. With these passports, they can provide transferable keys and membership to a brand community that provides value-added services. This strategy can allow brands to benefit from the re-sale through royalties, promote sustainability and offer the customer value-added services such as early access to products, personalised communication and care.
