Date of publication:
23 Dec. 24Social commerce: what you need to know
Today, shopping is increasingly happening not only in stores or on traditional online platforms. Each year, social media is evolving into a marketplace, and this trend has been coined as social commerce. If you haven’t heard about it before — now is the time to learn!
What is social commerce
Social commerce is the process of buying and selling goods or services through social media platforms. Simply put, social networks are no longer just spaces for communication and content sharing. They have become powerful trading tools where you can not only discover products but also make purchases directly within the app.
Instagram, Facebook, TikTok, and other social platforms now offer integrated shopping features where sellers can create virtual shelves for their products. When you visit a brand’s Instagram page, you’re not just looking at photos or videos — you see that the product is available for purchase right there. This has become possible thanks to shopping features that allow sales directly through posts, stories, or ads.
Why it matters
More and more people are shopping through social media every year. According to reports, over 80% of internet users made purchases via social networks in 2023, and this number is growing. But why have social networks become such popular trading platforms?
- Convenience. Shoppers can discover the products they need directly in social media without leaving the app. This saves time and creates additional opportunities for impulse purchases.
- Engagement through content. Social networks enable brands to create engaging, creative advertising campaigns, showcasing products through videos, photos, and live streams, making the shopping experience more emotionally compelling.
- Recommendations from friends and influencers. Social media makes sharing experiences easy. If you see a friend or a well-known influencer buying a product and leaving a review, there’s a high likelihood you’ll want to purchase it too.
How brands use social commerce
Brands that understand the importance of social media are actively integrating social commerce into their strategies. Here are some key tools they use:
- Instagram Shopping. This feature allows brands to add links to their products directly in photos or videos. Users can simply tap on the image and be taken to the product page, where they can make a purchase instantly.
- Facebook Marketplace. A platform for selling both new and used items. Facebook also integrates stores for brands and small businesses, making it easier to shop directly within the network.
- TikTok Shopping. TikTok is actively developing its shopping tool, enabling brands to sell products through videos and live streams. This allows them to engage with younger audiences and offer innovative advertising formats.
How consumers engage with social commerce
Social commerce is transforming not only how brands sell their products but also how consumers interact with them. Key points:
- Shopping through videos and streams. Interactive videos and live streams have become popular ways to shop via social media. You can see how a product looks in real-time, ask questions to the seller, and even get discounts during the broadcast.
- Social proof. Reviews and product ratings are becoming essential parts of the purchasing process. People tend to trust recommendations from friends or influencers much more than traditional advertising.
- Personalized offers. Thanks to social media algorithms and artificial intelligence, users receive personalized recommendations based on their preferences, browsing history, and interactions with content.
How to become part of this revolution
If you’re a brand looking to embrace social commerce, here are some tips:
- Invest in content. Your content should not only be high-quality but also engaging and emotionally appealing. Users want more than just product photos—they want stories, inspiration, and lifestyle integration.
- Leverage influencers. Collaborating with popular bloggers and thought leaders can help you increase reach and build trust in your brand.
- Launch a social media store. Use all available tools, such as Instagram Shopping or Facebook Marketplace, to enable users to make purchases directly on the platform.
- Stay adaptive. The social media landscape is constantly changing, so it’s crucial to stay flexible and adapt to new tools and advertising formats.
The future of social commerce
Today, social commerce is just beginning to gain momentum. In the coming years, we’ll see even more integrations with cutting-edge technologies like augmented reality (AR), virtual reality (VR), artificial intelligence, and innovative ways to engage and personalize experiences for users.
One thing is certain—social commerce is transforming how we buy and sell goods. For brands, it’s a new opportunity for growth, and for consumers, it’s a more convenient and engaging way to shop.
Social commerce is the future of online shopping, enabling brands and consumers to create unique, interactive, and personalized experiences. If you want to stay ahead of the trend, start using social media as a marketplace for your products today.
