Social commerce is transforming how people shop online. Instead of visiting a separate website, customers can now discover, browse, and buy products without leaving their favorite social media apps. For businesses, this means meeting customers exactly where they spend their time—and removing the steps that cause them to drop off before buying. In this article, we’ll explain what social commerce is, why it matters, show recent statistics, and share practical steps to grow your sales directly inside social media platforms.
1. What Is Social Commerce?
Social commerce refers to selling products or services directly within a social media platform, such as Facebook, Instagram, TikTok, or Pinterest. Customers can complete the entire shopping process—from discovery to checkout—without leaving the app (Emplifi, 2025).
While e-commerce has been around for decades, social commerce focuses on turning social platforms into full shopping destinations. This includes shoppable posts, live selling, in-app checkouts, reviews, ratings, and even augmented reality (AR) try-ons to preview products before buying (Shopify, 2025).
2. Why Social Commerce Matters
Massive Audience Reach
Over 4.48 billion people use social media worldwide (Mailchimp, 2025). Platforms like Instagram and Facebook are not just for social interaction—they’re major product discovery channels. In 2024, 83% of Instagram users and 74% of Facebook users reported discovering new products on these platforms (Square, 2025).
Faster Purchase Journey
Instead of clicking through to an external website, customers can buy instantly without distractions. This seamless journey increases conversion rates because shoppers are less likely to abandon the process (Emplifi, 2025).
Explosive Sales Growth
- Global social commerce sales reached $571 billion in 2023 and are projected to exceed $1 trillion by 2028 at a 13.7% CAGR (Hostinger, 2025).
- In the U.S., social commerce sales are forecast at $85.6 billion in 2025, up from $71.6 billion in 2024, and expected to surpass $100 billion by 2026 (Research and Markets, 2025).
- By 2025, over 17% of all e-commerce will happen via social networks (Shopify, 2025).
High Influence on Buying Decisions
Social platforms shape purchase decisions through influencers, friends’ recommendations, and viral trends. TikTok, for example, has influenced over 80% of beauty purchase decisions among its UK users (Financial Times, 2025).
3. Who Shops Through Social Commerce?
Social commerce is used by all age groups, but Gen Z leads the way:
- 42% of Gen Z shoppers planned to buy holiday gifts via social media in 2024, followed by 26% of Millennials, 15% of Gen X, and 6% of Baby Boomers (Shopify, 2025).
- In the U.S., 100.7 million people made purchases through social media in 2024, representing 45.8% of all social media users. This number is expected to grow to 116.9 million by 2028 (eMarketer, 2025).
4. Key Platforms Driving Social Commerce Growth
Instagram & Facebook Shops
Meta’s shopping features allow businesses to upload product catalogs, tag products in posts, and enable in-app checkout (Square, 2025).
TikTok Shop
TikTok’s rapid rise in live shopping has turned it into a major e-commerce player. In the UK, TikTok Shop became the fourth-largest beauty retailer in less than two years (Financial Times, 2025).
Pinterest Shopping
Pinterest users often search with purchase intent. Its shoppable Pins drive high click-through and conversion rates (Shopify, 2025).
Shopee & Regional Platforms
In Southeast Asia, Shopee combines social features with games and live streaming, boosting Q2 2025 GMV by 28% year-over-year (Reuters, 2025).
5. Trends Shaping the Future of Social Commerce
- Live Commerce – Hosting live product demos with instant purchase links. Global live commerce sales are forecast to grow from $918.9 million in 2023 to $3.1 billion by 2031 (Washington Post, 2024).
- Influencer-Led Selling – Micro-influencers with niche audiences drive high engagement and trust (Sprout Social, 2025).
- Short Video Shopping – Platforms like TikTok and Instagram Reels dominate product discovery among younger audiences.
- AI-Powered Personalization – Algorithms recommend products based on user behavior, increasing purchase likelihood (Shopify, 2025).
- AR Try-Ons – Virtual try-ons for clothing, makeup, or furniture boost buyer confidence before checkout.
6. Step-by-Step Guide to Winning at Social Commerce
Step 1: Choose the Right Platform
Select platforms where your audience is active. If targeting Gen Z, TikTok and Instagram may outperform Facebook.
Step 2: Create Shoppable Content
Use product tags, Instagram Shopping, and Facebook Shops to make posts instantly purchasable.
Step 3: Use Video as Your Primary Format
Short videos convert better than static posts. In 2023, video commerce made up 42.7% of social commerce revenue (eMarketer, 2025).
Step 4: Build Trust with Social Proof
Include customer reviews, testimonials, and user-generated content to increase credibility.
Step 5: Partner with Influencers
Work with creators whose audiences match your target market. Influencer-driven posts can generate significantly higher engagement and conversions (Sprout Social, 2025).
Step 6: Experiment with Live Selling
Host live events where viewers can ask questions and buy instantly. Use TikTok Live Shopping or Facebook Live Shopping.
Step 7: Measure and Improve
Track engagement, conversion rate, and average order value. Adjust your strategy based on performance data from analytics tools.
7. Expert Insight
“As a user scrolls, social platforms offer a golden opportunity to buy without delay—social commerce lets businesses connect and convert right at that dreamy moment.” — Mr. Phalla Plang, Digital Marketing Specialist
Note
Social commerce is not just a trend—it’s a permanent shift in how consumers shop. With billions of users and growing sales figures, it’s clear that selling directly inside social platforms is becoming a major revenue driver for brands.
Businesses that adopt social commerce early can enjoy:
- Higher visibility in crowded markets.
- Better conversion rates due to reduced friction.
- Stronger customer trust through social proof.
- Sustainable growth fueled by live selling, influencer marketing, and personalized shopping experiences.
The future of e-commerce is happening inside social feeds. The question isn’t if you should start using social commerce—it’s how fast you can make it part of your strategy.
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References
Emplifi. (2025, May 6). What is social commerce – A guided introduction. https://emplifi.io/resources/blog/introduction-to-social-commerce
Financial Times. (2025, June 10). Why TikTok is the new face of the £30bn UK cosmetics industry. https://www.thetimes.co.uk/article/why-tiktok-is-the-new-face-of-the-30bn-uk-cosmetics-industry-2q2xmrpkn
Hostinger. (2025, February 12). Social commerce 2025: Definition, key trends, and statistics. https://www.hostinger.com/tutorials/social-commerce
Mailchimp. (2025, January 14). What is social commerce and why does it matter? https://mailchimp.com/resources/what-is-social-commerce
Research and Markets. (2025, May 13). United States social commerce intelligence report 2025. https://www.businesswire.com/news/home/20250513347819/en
Reuters. (2025, August 12). Shopee, Free Fire game demand help Sea beat revenue estimates. https://www.reuters.com/world/asia-pacific/shopee-free-fire-game-demand-help-sea-beat-revenue-estimates-2025-08-12
Shopify. (2025, March 30). What is social commerce? Trends and key insights for 2025. https://www.shopify.com/enterprise/blog/social-commerce-trends
Sprout Social. (2025, May 20). What is social commerce? Stats & tips to know [2025]. https://sproutsocial.com/insights/social-commerce
Square. (2025). Social commerce 101: Examples, platforms & tips. https://squareup.com/us/en/the-bottom-line/selling-anywhere/social-commerce-101-examples-platforms-tips
The Washington Post. (2024, November 13). Live commerce surges as shoppers fork out cash online in real time. https://www.washingtonpost.com/business/2024/11/13/live-commerce-tiktok-twitch
