1. receive support or backing, achieve momentum/recognition, make progress
gain traction on this idea/proposal, gain traction in the market
If a company or organization ‘gains traction’ it means they have attracted customers, support or recognition. This phrase is usually used to talk about the success of a project or commercial operation and has a positive connotation. Traction in a business context means to gain momentum. "Our product is gaining traction on social media." You are more likely to hear it used in professional situations.