Distributed commerce is when potential customers have the ability to purchase products as they discover them on social media platforms or within existing ecommerce content. An example of this is enabling customers to purchase products directly on Instagram as an extension of a brand’s ecommerce strategy. With this approach, customers can buy what they see without having to leave the platform or page where they were browsing. The advantage of distributed commerce is that it reduces friction and increases sales by making it as convenient as possible for the customer to purchase a product.