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Social commerce works until the seller asks one question:"Where should I send it?"That's where the entire flow collapses.Discovery happens in feeds. Payment happens in DMs. But delivery still...
Social commerce works until the seller asks one question:
"Where should I send it?"
That's where the entire flow collapses.
Discovery happens in feeds. Payment happens in DMs. But delivery still requires typing addresses, explaining landmarks, answering calls, and waiting around. The transaction model shifted. The fulfillment layer didn't.
"Do you have this?"
"Yes."
"Paid."
Ten seconds from discovery to payment.
Then the customer types addresses, explains landmarks, sends pins, answers calls, waits. A 10-second impulse buy becomes a half-day logistics problem.
Social commerce is conversational. Addresses are mechanical.
Logistics companies optimize routes and speed. Wrong layer.
Route optimization assumes the problem starts after the parcel is on the bike. The real failure starts when the rider arrives.
Google Maps can navigate to a neighborhood. The rider can follow a pin.
But then the rider has to find a person, not a place.
They call. They wait. They hope the customer picks up, is available, can meet. You can't predict if they'll complete one delivery or five. Total luck.
First transaction: excitement hides the pain.
They tolerate typing directions, answering calls, waiting. They think: fine, whatever.
Second transaction: their brain remembers.
"I have to explain my location again."
"Last time took forever."
Hesitation kills social commerce.
Social commerce works when buying feels instant. The moment checkout feels like work, behavior shifts from "tap and buy" to "maybe later."
Broken addresses destroy repeat behavior because nothing is saved.
Every order resets: retype, resend, re-explain, re-coordinate. Then wait around for the rider.
The customer has to be available. Has to meet the rider. Has to stop whatever they're doing.
If payments required re-entering your card every time, usage would collapse. Same logic. Repeat behavior only happens when the second purchase is easier than the first.
In markets without standardized addressing — especially across Africa — "where should I send it?" triggers manual coordination that gets worse as you grow.
Headcount becomes fulfillment input.
At 10 orders/day you manage. At 200 orders/day you need a full operations team just to coordinate locations. Margins get eaten by labor.
Failure rates compound.
Missed deliveries, delays, wrong drop-offs, returns. Each failure hits delivery cost, support time, and trust.
Predictability breaks.
Drop-offs are uncertain, locations change, riders can't complete routes without calls. You can't batch or promise windows.
Repeat dies.
After one messy delivery, customers hesitate. In social commerce, repeat and referrals are the growth engine.
Scale breaks.
Expanding to new neighborhoods means rebuilding manual processes. No leverage.
Most brands respond to rising CAC by spending more on ads and creators.
That's pouring fuel into a leaky bucket. More demand at the top just creates more failures if fulfillment still breaks.
When infrastructure is broken, CAC buys chaos. More orders mean more coordination, more failures, more exceptions. You get diseconomies of scale.
You can't outspend a structural bottleneck.
Features improve workflows. Primitives enable ecosystems.
Primitives are foundational building blocks everything depends on. Phone numbers for telecom. Email addresses for internet. Payment rails for fintech.
An address is the same for commerce.
Every transaction eventually asks: "Where is this going?"
If that input is messy, every downstream system breaks. Routing. Batching. Automation. Repeat behavior.
Once a clean, reusable delivery identity exists, checkout becomes one tap, fulfillment becomes predictable, social commerce scales. Not because anything got faster. Because the foundation got standardized.
Traditional e-commerce companies bolt social commerce onto existing checkout. They assume checkout should still look like a form.
You go from a chat straight into typing street, building, landmarks, "call me when you arrive."
Social commerce is conversational. The second you ask for an address form, you've left the social flow.
Conversion drops.
Messaging needs one line, not a paragraph.
Social commerce created a new transaction primitive. Delivery infrastructure didn't follow.
In emerging markets — especially Africa — standardized addressing doesn't exist. Addresses are informal. Riders call every customer. Every order becomes manual.
The gap isn't speed or routing. It's the lack of a reusable delivery identity.
Standardizing the destination creates reliability, batching, repeat behavior.
PickSpot is that layer: delivery as simple as a handle.
Paste. Done.
"What's your PickSpot?"