Social media is no longer just a space for likes and shares—it’s now a full-fledged shopping destination. In 2025, social commerce is transforming the way consumers discover, consider, and buy products. With platforms like TikTok, Instagram, and Facebook integrating storefronts, checkout options, and shoppable videos, brands are learning how to turn digital followers into paying customers.
This article explores the rise of social commerce, key platforms, features, success strategies, and how businesses can win in this fast-growing space.
What is Social Commerce?
Social commerce is the use of social media platforms to directly sell products and services. Unlike traditional eCommerce, social commerce happens within the app—from product discovery to purchase.
According to Statista (2024), the global social commerce market is expected to reach $2.9 trillion by 2026, growing rapidly from $992 billion in 2022.
Why Social Commerce Matters Now
Consumer behavior is shifting:
- 76% of users say they’ve discovered products on social media (HubSpot, 2023)
- 54% have bought a product directly from a social platform (HubSpot, 2023)
- Shoppable content reduces friction and increases impulse buys
Social commerce makes the customer journey faster, easier, and more visual.
Top Platforms for Social Commerce
1. Instagram Shopping
Instagram lets brands create storefronts, tag products in posts and Stories, and even use Checkout for in-app purchases (Instagram for Business, 2024).
2. Facebook Shops
Facebook integrates seamlessly with Instagram and offers full storefronts, product catalogs, and Messenger support.
3. TikTok Shop
TikTok’s shoppable videos, live stream selling, and influencer integrations have made it a key player in Gen Z and millennial markets (TikTok Shop, 2024).
4. Pinterest
Pinterest enables product Pins and direct shopping via Shopify integration. It’s ideal for lifestyle, fashion, and DIY products.
5. YouTube Shopping
YouTube lets creators tag products in livestreams and under videos, integrating with platforms like Shopify and Google Merchant Center.
Features That Drive Conversion
- Shoppable Posts: Users click on products in posts to learn more or buy directly.
- In-App Checkout: Streamlined checkout without leaving the platform.
- Live Shopping Events: Influencers or brand reps demo products in real-time.
- Product Tags in Reels, Shorts, Stories: Short-form content linked to storefronts.
- AI-Powered Recommendations: Tailored product feeds based on behavior.
Winning Social Commerce Strategies
1. Use Influencers to Build Trust
Work with trusted creators who can authentically showcase your products. Influencer-led product discovery drives higher conversions.
2. Simplify the Path to Purchase
Use in-app checkout where possible. Fewer steps = fewer drop-offs.
3. Incorporate User-Generated Content (UGC)
Reshare real customer photos, reviews, and videos. UGC boosts trust and engagement.
4. Leverage Live Shopping
Host real-time events with influencers or brand reps. Use tools like TikTok LIVE Shopping or Instagram Live Shopping.
5. Optimise for Mobile
Ensure that your visuals, captions, and buttons work smoothly on smartphones. Mobile UX is everything in social commerce.
Case Studies: Brands Doing It Right
Fenty Beauty (Instagram & TikTok)
Rihanna’s brand uses influencer content, product tagging, and short videos to promote its inclusive makeup line. It’s a masterclass in storytelling + sales.
H&M (Facebook Shops)
H&M uses Facebook Shops with Messenger support to drive personalized experiences and seasonal product drops.
Glow Recipe (TikTok Shop)
The skincare brand partners with TikTok creators for tutorials and product links, successfully blending entertainment and commerce.
Tools to Power Your Social Commerce
- Shopify – Integrates with Instagram, TikTok, YouTube, and Facebook
- CommentSold – Great for live selling and automated checkouts
- Linkpop – Bio link tool by Shopify with shoppable links (Shopify, 2024)
- Bazaarvoice – Collects and displays UGC, reviews, and Q&A content
- Later – Scheduling platform with product tagging and analytics
Metrics That Matter
Track these KPIs to evaluate success:
- Click-through rate (CTR) from posts or Stories
- Add-to-cart rate and checkout conversions
- Revenue per visitor (RPV)
- Average order value (AOV)
- Customer acquisition cost (CAC) on social platforms
Challenges and How to Overcome Them
- Lack of Trust in New Brands → Use influencer reviews and real customer testimonials.
- Abandoned Carts → Enable in-app reminders and retargeting ads.
- Platform Algorithm Changes → Diversify across channels to reduce risk.
- Logistics & Fulfillment Delays → Automate inventory sync and offer reliable shipping partners.
The Future of Social Commerce
- AR Try-On Experiences: Let customers see products before buying (glasses, makeup, furniture).
- AI Product Recommendations: Hyper-personalisation driven by algorithms.
- Voice Commerce: Shop through voice commands on social-integrated assistants.
- Integrated Loyalty Programs: Earn and redeem points via social profiles.
- Blockchain-Based Reviews: Transparent feedback systems for trust and authenticity.
Note
In 2025, social commerce is not just a trend—it’s a primary sales channel. Brands that learn how to combine content, community, and commerce will win the attention and wallets of social-savvy consumers.
The key is to meet customers where they already are—scrolling, swiping, and shopping.
More Read
References
HubSpot. (2023). 2023 State of Consumer Trends. https://blog.hubspot.com/marketing/consumer-behavior-trends
Statista. (2024). Social Commerce Market Size Worldwide 2020–2026. https://www.statista.com/statistics/1290467/global-social-commerce-market-size/
TikTok Shop. (2024). TikTok Shop Guide for Sellers. https://seller.tiktokglobalshop.com/
Instagram for Business. (2024). Instagram Shopping Features. https://business.instagram.com/shopping
Shopify. (2024). Linkpop Tool. https://www.shopify.com/tools/linkpop
