For the first time in history, the lines separating e-commerce and social media are being blurred, threatening to upend an age-old balance of power. Our recent survey of 750 marketing decision makers uncovers the emerging arms race.

Report findings at a glance:

1. There is a gap between the way we market products and the way we sell them.
2. This is creating a growing friction between e-commerce sites and media platforms, which are both competing for a finite amount of consumer attention.
3. As social media platforms increase transactional capabilities, they threaten to unseat the e-commerce sites that have traditionally had ownership.