What Is Social Commerce?
What is social commerce and how does it work?
Social commerce is the practice of buying and selling products directly within social media platforms like Facebook, Instagram, TikTok, Pinterest, and WhatsApp. Unlike traditional eCommerce, where users are redirected to a website to complete a purchase, social commerce allows customers to browse, shop, and checkout without leaving the app.
Social Commerce turns social media into an online shopping destination where brands can sell directly to their audience.
So how does social commerce work?
- Shoppable posts and ads: Brands tag products in posts, allowing users to tap and buy instantly
- Live shopping and streaming: Brands and influencers sell products via live video (e.g., Instagram Live Shopping, TikTok Live)
- In-app checkout: Customers complete purchases directly within the platform (e.g., Instagram Checkout, Facebook Shops)
- Chat-based selling: Businesses sell via WhatsApp, Messenger, or direct messages (DMs)
- User-generated content (UGC) and reviews: Customers share experiences and influence buying decisions
What are the key benefits of using social commerce for businesses?
Social commerce boosts engagement, shortens the sales journey, increases conversions, leverages social proof, and provides direct access to customers through platforms they already use daily.
- Frictionless shopping experience: Customers can buy without leaving the app
- Higher engagement and conversions: Social proof (likes, comments, shares) drives purchases
- Influencer and UGC-driven sales: Shoppers trust peer recommendations and influencer reviews
- Personalized and interactive: AI-driven recommendations, live Q&As, chat-based selling
- Lower customer acquisition costs (CAC): Organic reach and viral trends reduce ad spend
How can businesses effectively sell products through social media platforms?
Businesses can sell on social media by optimizing product listings, using shoppable posts, engaging with followers, leveraging influencers, running ads, and integrating seamless checkout options. Some examples of using social commerce to successfully sell products include:
- Kylie Cosmetics: Uses Instagram Shopping and TikTok trends to drive millions in sales
- Gymshark: Leverages TikTok influencers & shoppable Instagram posts to boost conversions
- SHEIN: Uses social media challenges and influencer collaborations for viral growth
- Nike: Hosts live shopping events on Instagram with exclusive product drops
Why do consumers trust social commerce more than traditional online shopping?
Consumers trust social commerce more due to peer reviews, influencer recommendations, real-time engagement, and the familiarity of shopping within their preferred social media platforms.
Learn everything you need to know to master social commerce in your fashion retail enterprise in our guide, Strategies to Lead in a Trillion Dollar Market.