Have you noticed that the way we shop has completely changed? A decade ago, e-commerce platforms were on the rise. However, modern consumers prefer social media for making purchases. Social media platforms stopped being a space for communication – they turned into virtual malls where you can discover, explore, and purchase various goods and services. Advertising and shopping have merged into social commerce. And it seems to be not only a trend but the future of retail.
The rise of social commerce
It all began in the early 2010s when Facebook and Pinterest began their experiments with “Buy” buttons. However, it truly took off when Instagram Shopping and TikTok’s shoppable videos were launched, allowing e-commerce sellers to sell on TikTok and Instagram directly. Experts believe social commerce sales in the US alone will surpass $100 billion in 2026. What’s the secret of success? Consumers change together with technology. They value convenience, engagement, and trust. Social commerce makes the buying process simple – users can discover, research, and purchase products without leaving their favorite platforms. Furthermore, recommendations from influencers and friends only encourage them to buy.
How social commerce works
Social shopping happens within the social media platform. Users can buy with just a few clicks, and it makes shopping quicker and more engaging. Here’s how it works:
- Shoppable posts and stories. Users can tap on products featured in posts, carousels, or live videos to see details and make a purchase instantly. Shoppable tags and in-app checkout speed up purchases and reduce the chances of cart abandonment.
- Influencer marketing. Influencers show products to their followers – it adds trust and credibility. Their audience already values their opinions, so product recommendation feels more like friendly advice than an ad and they are more ready to buy.
- User-generated content (UGC). Real customer photos, videos, and reviews help shoppers see how a product works in everyday life. Seeing others use and love a product builds confidence and encourages purchases. An Instagram wall for events further amplifies this by showcasing live posts from attendees, giving a real-time glimpse into the experience and boosting engagement with potential customers.
- Personalized recommendations. Social platforms analyze user behavior and suggest products that match their interests. These recommendations feel natural and increase the desire to buy.
So, brands can easily turn likes, shares, and comments into real sales, all within the familiar environment of social media.
How ads and Shopping merge on Social Media
One of the most intriguing aspects of social commerce is how it deletes the lines between advertising and shopping. In the past, ads were annoying advertisements – banners on websites or commercials during TV shows.
Native advertising allows brands to blend their promotions naturally into social feeds and they feel more like engaging content than traditional ads. For example, someone is scrolling through Instagram and comes across a post with a skincare product. It doesn’t scream “advertisement”, but feels like a recommendation from a friend. Just a tap – and you have all the details about the product, read reviews, and buy it instantly.
Brands that sell internationally can also benefit from localization services to ensure their content resonates with different markets. Adapting product descriptions, promotional content, and customer interactions to local languages and cultural preferences can significantly boost engagement and conversions.
Benefits of social commerce
It’s not a coincidence that this new shopping format has become so popular in no time. It offers tons of benefits.
For businesses, it’s a massive opportunity. Instead of trying to drive traffic to a separate website, you’re selling directly on the platforms where people already spend hours every day. This natural presence makes a favorable climate for sales, helping brands not only attract customers but also build long-term relationships that can lead to greater trust, engagement, and even career opportunities within their industry. Some brands see up to 3–4 times better results than traditional e-commerce.
It’s also a cost-saver. It’s expensive to attract customers to a particular website. And it’s absolutely different when your content naturally appears on social feeds. You interact and not advertise. Plus, user-generated content and social proof do their job – they attract even more customers.
Social commerce provides data that businesses can use to personalize experiences and adapt quickly. When you know what your customers want to buy, you can sell smarter.
For consumers, social shopping is easy and convenient. They can see products in action, check real reviews, and buy instantly. When they see a friend or favorite influencer use a product, they are more confident it is worth buying.
How to get started with social shopping?
If you want to turn social media into a powerful sales channel, it’s time to act. Follow this guide to start.
Choose the right platform
Not every platform is ideal for every business. First, learn where your target audience spends the most time and where your products will sell best.
- Instagram is perfect for fashion, beauty, home decor, and lifestyle brands.
- TikTok is great for brands that target younger audiences with creative, engaging video content.
- Pinterest is ideal for inspiration. If you sell home decor, fashion, or DIY products, test this channel.
- Facebook works well for businesses with an established customer base or those selling within local communities.
Set up your social shop
A well-organized and visually appealing store increases conversions. Here’s what you need:
- High-quality product images. Use professional photos showing different angles, lifestyle shots, and close-ups. Working with event photographers can also be beneficial, as they have the expertise to capture dynamic and engaging visuals that enhance your brand’s appeal.
- Compelling product descriptions. Highlight key features, benefits, and why customers need your product.
- Accurate prices. These must be up-to-date and clearly displayed.
- Organized product categories. Make browsing simple with well-structured collections.
- Mobile optimization. Most shoppers use their phones, so your store will load quickly and look great on all devices. Use of geo-targeting features. Display the proper content to the proper audience based on their geo-location.
Build a strong content strategy
You will need a mix of content types to attract the audience:
- Product showcases (20%). Use high-quality images and videos of your products in action. Show them in real-life situations.
- User-generated content (30%). Repost customer reviews, photos, and testimonials.
- Behind-the-scenes (20%). Share the story of your brand, production process, or daily business activities.
- Educational content (15%). Teach customers how to use your product with tutorials, styling tips, or FAQs.
- Promotional posts (15%). Announce sales, limited-time offers, and exclusive deals to encourage urgency.
Build trust before asking for a sale
Shoppers buy from brands they trust. How can you achieve it?
- Always respond to customers’ comments and messages.
- Share customer testimonials to reinforce your brand’s reliability.
- Show your brand personality via humor, storytelling, and appropriate content.
- Offer excellent customer support and make shopping easy for them.
Start small and experiment
You don’t need to launch at full speed. Test different strategies to see what works best:
- Start with your best-sellers. Choose products with proven demand to kickstart your social shop.
- Test different post formats. Experiment with carousel posts, videos, and live streams to see what works best.
- Monitor performance metrics. Track clicks, conversions, and audience behavior to adjust your strategies.
Make the buying process simple
A complicated checkout process keeps customers away, so try to keep it simple.
- Minimize clicks to purchase. The fewer steps, the better. Make sure the purchase button is easy to find.
- Use clear calls to action. Guide customers with clear instructions to action.
- Make product tags visible. Shoppable tags must blend into your content but should not be intrusive.
- Be transparent about shipping and returns. Display clear policies to reduce customer hesitation.
Conclusion
Social commerce is here to stay. It offers a more engaging, convenient, and personalized experience for consumers and becomes a powerful tool for brands that want to connect with their audience. Technology continues to advance, and the possibilities for social commerce will also grow. So, it’s time to test it! Hopefully, this guide will become your starting point in this direction. Grow your sales!
