The Rise of Social Commerce: How Social Media is Transforming E-Commerce
Social platforms have evolved into shopping powerhouses, and social commerce has transformed the way we shop. From the seamless user experience to influencer endorsements and personalised recommendations, it’s never been easier for consumers to go from scrolling to shopping.
Brands that hop on the social commerce train will see increased sales and build stronger relationships with their audience. So, whether you’re selling dog collars or luxury holidays, now’s the time to embrace the power of social commerce and watch your business grow. With features like shoppable posts, live shopping, and influencer partnerships, businesses can connect with customers directly on platforms they already use daily.
“By 2030, social commerce revenue is expected to reach $6.2 trillion”
What exactly is Social Commerce?
Let’s break it down. Social commerce is all about combining your love of scrolling with your need for shopping (because, let’s be honest, they’re basically the same thing now). You see it, you like it, you buy it—all within your favorite app. No detours to clunky websites, no faffing about with extra clicks. From Instagram to TikTok, these platforms are making it easier than ever to buy your next must-have item.
Why Social Commerce is Rising
It’s not just hype—social commerce is booming, and here’s why.
First, it offers convenience - Social commerce is like the express lane of online shopping. Who’s got time for extra steps? Users can buy products directly from the app, reducing abandoned carts. It also thrives on social proof, with real-life reviews and recommendations making products more trustworthy. Influencers play a huge role, acting as personal shoppers, showcasing products, and making it easy to purchase through integrated features.
With most of us glued to our phones, social platforms have nailed the mobile shopping experience. Plus, smart algorithms serve up personalized product recommendations, making shopping even more irresistible.
“A third of the global social media shopping spend in 2025 will be attributed to millennial consumers. They are closely followed by Gen Z with 29% and Gen X with 28%.”
What are the best platforms for social commerce?
When it comes to social commerce, a few key platforms stand out as the heavy hitters: Facebook, Instagram, TikTok, and Pinterest. These platforms have built-in social commerce features that allow brands to seamlessly integrate shopping into the social experience, making it easier for users to discover and purchase products without leaving the app. By setting up online stores on these platforms, brands can reach millions of users and turn social media interactions into sales directly through the app, increasing both visibility and convenience for customers.
However, it’s important to choose the social media networks where your audience is most active. Each platform caters to different audiences and offers unique features. Familiarise yourself with these platforms and tailor your strategy accordingly.
Instagram: The Go-To for Seamless Shopping
It’s the fourth most-used social platform in the world with an estimated 2.35 billion monthly active users. And around a third of them use it for social shopping. Instagram knows how to make your feed shoppable. From tagged products in posts to full-on Instagram Shops, you’re never far from your next purchase. Oh, and don’t forget the “Swipe Up” in Stories—it’s shopping magic.
TikTok: The Trendsetter in Social Shopping
While TikTok may not boast the largest user base in the world, it's one of the most powerful social commerce channels for businesses.TikTok’s social commerce features are designed for the impulse buyer. See a product in a viral dance video? Click, and it’s yours. Hashtag challenges and live shopping events also make discovering new products super fun (and a little too easy!).
“Consumer spending on TikTok has exceeded $2.5 billion globally.”
Facebook: The Reliable Marketplace
There are more than 250 million Facebook Shops worldwide. The platform has 2.96 billion monthly active users, which makes it bigger than Instagram. With Facebook Shops and shoppable ads, Facebook offers a no-nonsense approach to social commerce. It’s got all the bells and whistles to let users shop without ever leaving their newsfeeds.
Pinterest: The Visual Shopping Hub
Pinterest is the third fastest-growing platform in the world after Snapchat and LinkedIn. Because one-third of the platform’s users have an annual income of over $100,000, they’re ready to buy when they browse the platform for products. And for those who shop with their eyes first, Pinterest is a haven. Buyable Pins mean you can discover, pin, and purchase all in one go. It’s like your mood board just came to life.
“85% of weekly users have made a purchase from Pinterest pins.”
using Social Commerce to drive sales
To thrive in social commerce, brands need to think beyond just posting products and focus on creating an experience that’s engaging and shippable. Influencers play a key role here—they’re trusted voices that can introduce your products to a wider audience in a way that feels genuine. Partner with those who align with your brand and target audience.
Make it effortless for users to buy your products by leveraging shoppable posts, live shopping events, and exclusive deals across platforms like Instagram, Facebook, and TikTok. These features turn browsing into instant buying without leaving the app. Plus, offering limited-time promotions or early access creates urgency, driving immediate action.
But don't just set it and forget it. Track your data—understand which posts, influencers, and products are performing best. Platform analytics will show you how users are interacting with your content, allowing you to adjust your strategy. As trends shift (and they always do), keep your approach flexible. Use data-driven insights to refine your tactics and make your social commerce game stronger.
In short, social commerce is an ever-evolving playground where visuals, trust, and convenience reign supreme. With the right content, influencer partnerships, and platform tools, you can build brand loyalty and drive conversions like never before.
