From Scroll to Cart: How Fashion Brands Can Scale Sales Using Platforms Beyond Meta and Google

“In 2024, four out of five marketing professionals worldwide stated that increased exposure was one of the main benefits of social media marketing, making it essential for any media strategy.” (Statista. (2025, April 29). Social media advertising and marketing worldwide – statistics & facts. Published by Christopher Ross.)

I’m Daniel Giraldo, Senior Ecommerce Specialist at Asylum, and I want to share how diversifying media can become a key strategy to scale fashion brands in increasingly competitive digital environments.

In the fashion industry, sustained brand growth doesn’t just depend on innovation in style, design, or different collections, but also on the ability to adapt to the constant changes in consumer behavior and their digital habits.

Nowadays, consumers no longer just spend their time on platforms like Facebook, Instagram, or Google. In this context, a large part of fashion brands’ performance budgets is allocated to these two performance platforms: Meta and Google. However, while they remain key channels, there comes a point when audiences become saturated, costs rise, and ROAS stagnates.

To mitigate this, the key is to diversify and expand presence across digital media, without losing focus on generating conversions.

Why Diversify? The Consumer Journey Goes Beyond Google and Meta

In the world of ecommerce, especially in the fashion sector, it’s rare (if not impossible) for a user’s first purchase to happen after just one touchpoint.

The consumer journey is increasingly extended before making a purchase, and it typically spans not only different moments throughout the day but also various screens and multiple platforms. Taking this as a premise, limiting ourselves to Google and Meta is like closing the door to our store every time the user exits these two platforms.

If you’re interested in learning more about ecommerce strategies to boost sales during discount seasons, read our article: “Improving Ecommerce Strategy for the Discount and Shopping Season.”

New Platforms to Boost Performance in the Fashion Sector

To scale results and broaden digital presence, some platforms we can integrate into our diversification strategy include:

TikTok Ads:
Stop seeing TikTok solely as an entertainment platform. TikTok is one of today’s strongest discovery engines; it allows us to find and connect with highly qualified new audiences. Additionally, its algorithm favors aspirational and aesthetic content, which makes it highly relevant for the fashion sector.

Pinterest Ads:
Pinterest is a platform entirely focused on inspiring people. For the fashion sector, this channel can be a great ally when generating conversions, as many users on the platform are already thinking about purchasing before they click, due to the type of content.

Lifestyle-Focused Programmatic Advertising:
For Top Of Funnel, programmatic advertising is the perfect ally, as it helps find consumers that are highly aligned with the fashion sector and the different pillars of the brands, thanks to its advanced segmentation by interests, behaviors, and market context.

Marketplaces and Their Own Ad Platforms:
Thanks to the Amazon effect, and supported by Mercado Libre in South America, large brands like Falabella or Dafiti — with a strong focus on fashion — allow us to use their own ad platforms to boost our brands and capitalize on traffic with high purchase intent at the moment.

How to Have a Multichannel Strategy Without Losing Focus on Performance?

To create, manage, and develop a strategy where not only Meta and Google are used, we need to be clear that the strategy will become “Full Funnel.” This means impacting the user at different stages and with varied content, so their journey remains consistent.

Additionally, measurement will be a key factor throughout the entire journey. It’s no longer enough to focus solely on ROAS; factors such as LTV (Customer Lifetime Value), CAC (Customer Acquisition Cost), purchase frequency, or post-view attribution must also be considered.

To conclude, achieving digital success in the fashion sector depends both on brands’ ability to adapt to consumers’ new digital habits and their willingness to explore new advertising platforms, aiming for sustainable growth in an increasingly dynamic and competitive environment.

Fashion doesn’t stand still,
and neither should your media strategy.