Social Commerce Strategy for Modern Brands

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Today’s consumers don’t just shop on websites—they shop where they scroll. Social media has transformed from a space for connection to a powerful e-commerce engine. Known as social commerce, this trend enables brands to sell directly through platforms like Facebook, Instagram, TikTok, and Pinterest—blurring the lines between inspiration and purchase.

Contents

What Is Social Commerce?
Why Social Commerce Is Booming
Top Social Commerce Platforms in 2025
Key Strategies for Success in Social Commerce
Metrics That Matter
Challenges of Social Commerce
Case Study: Glow Recipe’s TikTok Strategy
References

According to Statista (2024), global social commerce sales are expected to surpass $2.2 trillion by 2025, proving it’s not just a trend—it’s the future of e-commerce.

Social commerce refers to the buying and selling of products or services directly through social media platforms. Unlike traditional e-commerce where users are redirected to a brand website, social commerce enables:

In-app shopping experiences
Shoppable posts and videos
Live-stream selling events
Integrated payment systems

Platforms enabling social commerce include:

Facebook & Instagram Shops
TikTok Shop
Pinterest Shopping
WhatsApp Business

This evolution gives users a seamless “discovery-to-purchase” journey without ever leaving their favourite app.

High Engagement Rates
Social media platforms boast billions of daily active users. According to Hootsuite & We Are Social (2024), the average user spends 2 hours and 23 minutes per day on social media—making it fertile ground for purchases.
Influencer Impact
Influencer recommendations often carry more weight than traditional ads. 49% of consumers say they rely on influencers when making buying decisions (eMarketer, 2024).
Visual-First Platforms
Platforms like TikTok and Instagram are designed for visual storytelling, which aligns perfectly with product demos, unboxings, and live try-ons.

Platform	Key Features
Instagram	Shoppable posts, stories, and Reels; built-in checkout
Facebook	Facebook Shops with catalog integration and ads
TikTok	TikTok Shop, live selling, creator collaborations
Pinterest	Product Pins and buyable boards for discovery-driven shopping
WhatsApp	Business catalogs, direct chat ordering, payment integrations

TikTok for Business (2024) reveals that over 70% of TikTok users say they’ve discovered new brands via TikTok, and 1 in 3 have bought something after seeing it on the platform.

1. Use Shoppable Content

Enable one-click product purchases through:

Instagram Product Tags
TikTok Shopping integrations
Facebook Shop catalogues

Shoppable posts reduce friction and increase impulse buys.

2. Leverage Influencer Marketing

Partner with micro- or nano-influencers who drive:

Authenticity
Niche trust
Higher engagement per follower

Influencers help brands reach communities more organically than ads.

3. Run Live Shopping Events

Live commerce is thriving in Asia and expanding globally. Brands host live events to:

Showcase products in real time
Answer questions directly
Offer time-limited discounts

Platforms like TikTok Live and Facebook Live allow for interactive product demos that drive real-time purchases.

4. Optimise for Mobile Experience

Social commerce is 100% mobile-first. Ensure:

Fast loading visuals
Tap-friendly CTAs
Minimal checkout friction

5. Integrate User-Generated Content (UGC)

Real customer reviews, videos, and testimonials:

Build trust
Act as social proof
Humanise the brand

Campaigns like “#TikTokMadeMeBuyIt” prove how powerful UGC can be for product discovery.

Metrics That Matter

Metric	Why It Matters
Engagement rate	Indicates product interest before a purchase
Click-through rate (CTR)	Measures how many people click on shoppable content
Conversion rate	Tracks purchases made via social commerce posts
Average order value (AOV)	Understand how much users spend via social platforms
ROAS (Return on Ad Spend)	Measures campaign profitability

Using tools like Meta Ads Manager, TikTok Ads Dashboard, and Pinterest Analytics helps monitor and optimise performance.

Platform Dependency: You’re tied to algorithm changes and feature limitations of third-party platforms.
Data Ownership: Limited control over user data compared to your own e-commerce site.
Trust Issues: New or small brands must work harder to build credibility on social platforms.

However, these risks are often outweighed by the increased reach and reduced friction that social commerce offers.

Case Study: Glow Recipe’s TikTok Strategy

K-beauty brand Glow Recipe leveraged TikTok with:

Skincare routines from creators
Educational videos with product demos
Viral hashtag campaigns

This led to a TikTok-driven sales spike of over 600% within a few months, showing how social-first commerce can translate into real growth.

Note

Social commerce is more than just a trend—it’s a revolution in how people shop. With billions of users engaging daily on platforms like TikTok, Instagram, and Facebook, the opportunity for brands to meet consumers where they scroll is now. By embracing shoppable content, influencer partnerships, and live experiences, businesses can transform social engagement into tangible sales.