The bright future of user-generated content + e-commerce
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By Marcy Medina | for The SKUpe
Serial entrepreneur Peter Philipp Wingsoe, who serves as CEO, International and President of Partnerships at social commerce app Flip, tells us why the marriage of user-generated content and e-commerce is the future.
How would you describe Flip and why should brands join?
Flip began as the first discovery-to-purchase social commerce platform, seamlessly blending authentic user-generated content with e-commerce in a single, scrollable feed. Since launching in December 2021, it has grown rapidly, offering real-time reviews, community-driven shopping and evolving into the social platform it is today. From 170 brands at launch to over 10,000 today, Flip now features more than a million SKUs.
In an era where consumers demand authenticity, Flip empowers real users to share honest, unfiltered reviews. This fosters trust and transparency in a way traditional influencer marketing simply can’t. Brands are seeing measurable impact–not just in sales, but in broader brand visibility and discovery, with some calling it one of their top drivers of traffic and conversions.
How did your entrepreneurial journey lead you to Flip?
Over 35 years ago, I co-created Pink Dot [a Los Angeles-based delivery service offering groceries, liquor, snacks, and more, known for its late-night and convenient delivery options] laying the foundation for what would later become the online grocery revolution. From there, I took on the challenge of bringing U.S. and European brands to Asian markets. As the master franchisor and CEO of MANGO for the Philippines and Thailand, I led the brand from bankruptcy to market leader in Thailand within 18 months. Beyond retail, I pioneered the micro-endorsement space, now widely recognized as influencer marketing, long before it became an industry standard.
My roots in the fashion and beauty world, coupled with strong retail relationships and a deep understanding of the space, have been instrumental in acquiring keystone brands for Flip. The opportunity to be a part of a revolutionary social commerce platform aligned perfectly with my passion for innovation and my commitment to reshaping the e-commerce landscape.
What advice would you give to SMBs who are looking to grow in e-commerce and social commerce?
Embrace authentic engagement. Today’s consumers value real, unscripted interactions over polished ads. Encourage your customers to share honest reviews and real experiences with your products.
Leverage user-generated content. UGC is incredibly powerful social proof. Highlighting customer-created content not only validates your product but strengthens brand credibility, which often translates into higher engagement and conversion rates. Utilize data-driven insights. Use customer feedback and behavioral data to inform your strategies. Knowing what resonates allows you to refine your messaging, product development and overall marketing approach. Diversify sales channels. Your own site is important but don’t stop there. Expand into social commerce platforms that offer immersive shopping experiences and new ways to reach and convert your audience. Prioritize customer experience. Make your digital storefront easy to navigate, offer responsive support and ensure a seamless post-purchase experience. Happy customers come back and they tell others.
Edited for clarity.
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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto
