The “typical” internet user spends almost 2.5 hours each day using social media platforms (Datareportal), equating to more than one-third of our total online time. With 5.24 billion social media users globally, representing 63.9% of the world’s population, the opportunity for brands to connect and capture the attention of their audiences has never been greater. This is precisely where social commerce becomes a game-changer.
If your brand doesn’t yet have a social commerce presence, you are limiting by far your potential reach and success. Today, social commerce is no longer an option, it’s one of the most powerful and essential channels in any modern marketing strategies.
To stay ahead, brands must leverage the features that social media offers, the most important one being the ability to offer your products directly on your audience’s favorite apps. This not only boosts your brand’s visibility, but also drives sales and increases revenue.
By moving beyond word-of-mouth or local proximity, you unlock access to a whole new pool of potential customers you might not have known existed. People from across the globe can shop your store if you have the right integration to their most used social media platform. Considering the amount of people that use social media, social commerce is a no-brainer for growing your business.
Social commerce is a marketing strategy that entails selling and promoting your products through social media channels. It has come to revolutionize the world of shopping and e-commerce. Not only does it enable a more seamless and direct interaction with your customers, but it also makes it easier for them to find you on their preferred platform while raising engagement all thanks to the power of social media. Once they discover you and are intrigued, buying can be a matter of seconds.
According to El País, social commerce accounted for 19.4% of global online sales in 2024, generating $700 billion. This figure is projected to reach $8.5 trillion by 2030.
The marketing strategy of social commerce allows brands to sell and promote their products through social media channels, while also facilitating seamless customer interactions, boosts engagement, and significantly contributes to online sales growth.
The increasing reliance on social media and the rise of social commerce, driven by social media marketing, has made it essential for businesses to adopt this approach. Many are under enough stress keeping afloat the business and disregard the importance of social commerce, but let me tell you, this is among the most important aspects of growing a business in this day and age.
The benefits of social commerce are game-changing, here are a few that stand out:
Social commerce is no longer optional — it’s a powerful driver of growth that boosts sales, builds trust, and creates seamless, personalized shopping experiences for today’s mobile-first consumers.
Social commerce involves selling products or services through social media platforms and their integrations, creating a seamless shopping experience by leveraging the different features available.
eCommerce, on the other hand, refers only to the online transaction where customers buy through the website or online marketplace without any social integration in between. It’s a more traditional way of shopping online and does not promote visibility and awareness but only centers on the sale.
In contrast, the social aspect of social commerce provides that unique dynamic that helps brands not only drive sales but also grow through various strategies like leveraging influencers, user-generated content, and more.
Social commerce goes beyond traditional eCommerce by integrating social interactions, enhancing brand visibility, and driving growth through strategies like influencer marketing and user-generated content. It transforms shopping into a more engaging and dynamic experience.
At the moment, every social media has tools that easily integrate e-commerce features and functionality, allowing brands to present their products or services to app users while also being able to do effective social commerce strategies that help grow their business.
Nowadays everything can be done within the same app, providing a seamless shopping experience for users.
With this goal in mind, brands should implement the following strategies:
Associate with social platforms and their integration for seamless shopping experience for your e-commerce such as Instagram Shopping, TikTok Shop and Facebook Marketplace.
Link and tag products in posts, reels and stories to facilitate the buying experience to your potential customers.
Partnering with the right influencer for your brand is vital for growth. It will help reach a wider audience and can drive sales almost instantly. All it takes is one person to influence a large audience and those will most likely not only consume but recommend as well.
Determine your target audience to select the best influencer for the job, as influencer marketing has become a full-time role, making the right choice crucial.
Make sure the influencer will create engaging and aesthetically pleasing content that resonates with their followers. You can provide content guidelines to share what are your expectations.
Prepare beforehand for the potential increase in orders, so as to not waste money on efforts that won’t be feasible on your end.
Measure the impact of the collaboration to evaluate results and gain insights for future campaigns.
Encourage the customers to share their experience with the brand on their social media. Many trust others' opinions and experience more than any effort from the brand itself. Use strategies such as offering discount codes to motivate them. This will help reach a wider audience.
Repost user-generated content on the brand’s social media to foster a sense of community.
Incentivize customers to leave reviews and share their experiences with the brand, including ratings, to build credibility and foster a loyal, authentic following.
Maintain an aesthetically coherent profile while using high-quality images and videos to showcase the product or service in the most appealing way possible.
Make sure to highlight the details and features, while keeping it short and important so as to not lose the attention of the potential customers.
Keep your audience informed about brand updates, new product launches, and any potential delivery issues that may affect them. Transparency is key to maintaining customer satisfaction and ensuring they receive what was promised. When customers feel confident in your brand, they’re more likely to recommend it to others.
To sell actively, keep your audience engaged, post regularly and include polls, quizzes, Q&A, and interactive games with prizes,such as discount codes. This will provide a sense of community rather than feeling like a statistic to the brand.
This sales strategy has the goal of building connections with potential customers through interactions in social media. By interacting and engaging with your audience you can foster credibility and trust which can ultimately lead to increased sales
Engage or reply to comments and responses, participate in discussions, take part in trends, show that you’re listening to your audience. As the connection grows, so will your business.
Ads are a quick way to gain attention, the platforms provide tools that enable brands to run ads such as Meta Ads Manager, Facebook Ads Manager and TikTok Ads. If done correctly it can boost your brand awareness quickly and be a lucrative inversion.
Make sure you are ready for the possible traffic that you’ll get by running ads.
Take advantage of the notoriety and offer exclusive deals, limited-time offers to drive urgency in the visits you’ll be getting and boost conversions.
Ensure to track performance and metrics such as conversion rates, engagement, and click-through rates to better understand what is working from what’s not.
Social media platforms currently offer integrated e-commerce features, allowing brands to create seamless shopping experiences and implement effective social commerce strategies such as in-platform shopping, influencer marketing, and user-generated content to drive engagement and sales. Additionally, running targeted ads and tracking performance through analytics helps optimize campaigns and boost brand growth.
Here is a breakdown of thebest Social Commerce Examples to draw inspiration from:
Here you can find a case of Tuan who decided to raise some money by selling his own clothes in the best conditions by putting them up in Facebook Marketplace and ended up loving the process, making a good profit, $100 a day, and making it their side hustle.
Another good example is the one of Katherine, a single mom who had never sold anything online before but decided to try her luck starting Pink Lemon Standard, an online shop for new and gently used handbags, travel bags, and accessories. She started selling one bag through Facebook Marketplace and quickly sold out. What started with having only one product to offer quickly became a business and a chance to a better future. She was quickly able to move to a bigger house with her kids and quit her 9 to 5 job to pursue her dream.
According to Katherine “Facebook Marketplace provided me the opportunity to buy and sell safely during COVID as opposed to going in store and continuing safe selling today. The biggest impact Facebook marketplace provided me is the opportunity to make additional income to provide for my two little children when I became a single parent unexpectedly. The salary of my full-time job didn't pay the required household, not to mention groceries or clothes for my children. I would not know or care to know what my life would have been like without the opportunity Facebook afforded me.”
A case that deserved recognition in the social commerce world is the brand called The Frankie Shop, created by Gaëlle Drevet in the Lower East Side of New York which has now expanded to Paris and soon London. Its success is largely due to strong social media presence, especially on Instagram. This brand leverages Instagram Shoppings features, showcasing products in their Instagram Shop as well as linking them through tags and organizing all in collections which helps drive sales. One of the strategies that helped the brand go viral was reposting user-generated content as well as collaborating with different influencers and using that content. This way, the brand built a loyal followers base around the globe and it’s constantly selling out its collections.
Another case whose success was found in social commerce is the brand called Matchaflix, created by David and Alba Bernardo in Spain. This brand specializes in matcha tea and their social commerce strategy helped build their growth. This brand invested in Instagram ads and used Instagram Shoppings features, showcasing products by tagging it in their content, making it easier for the customers to purchase it directly from the platform as well as engaging with customers and becoming more and more known. This ended up in them selling all their stock and in three years they generated €1.7 million in revenue and opened two physical stores in Madrid. Nowadays the company continues to grow without external funding and has found power in social commerce.
Olivia & Kate came to life in 2018, its creator is Janina Pakasi whose aim was to help build women’s confidence through fashion. Nowadays, Olivia & Kate is a leading brand which has grown to collaborate with top stylists and influencers as well as staying on top of emerging trends. This growth is largely due to their online success in storytelling their brand through engaging and interactive content in their TikTok account @oliviakate.nl promoting shares, conversions and a sense of community. By blending in with the trends, they manage to build a loyal community and grow their business one OOTD video at the time.
Their aim for each campaign was to drive conversions, views and direct the traffic to their website while reaching to wider and newer audiences, captivating their attention in an engaging way. All while keeping a balance on their ads spendings and focusing on a healthy return of investment.
They did all sorts of campaigns, starting with focusing on website traffic to a more specific Netherlands fashion-oriented audience, then re-targeting past visitors and making conversions, and a Trafficking campaign whose goal was to expand their reach even more. They also took part in Video Shopping Ads, TikTok's Smart+ Campaigns leverage AI to streamline campaign setup, audience targeting, optimization, and creative development. By automating these processes, the system aims to deliver the right ad to the right users. By doing this it helps advertisers like Olivia & Kate achieve their objectives more efficiently.
The result of taking full advantage of the tools TikTok Shop has to offer is going to be reflected in your conversion and engagement rate. By using Video Shopping Ads, it streamlines the process for the user and their buying experience with the brand. Not only this, but by staying up to date with the top-performing creative, Olivia & Kate manage to stay relevant with the generation that consumes TikTok daily.. By tailoring the content to the everchanging consumer tendencies is that the brand reaches high impact results. For example, the campaign previously mentioned resulted in a 300% increase in conversion during the campaign period.
Sakura Cosmetics is a beauty brand that leverages the different features TikTok has to offer to increase sales, boost engagement and connect with their audience in a meaningful way. Recognizing TikTok not as an entertainment platform but as a powerful tool in business, Sakura has creatively and authentically used tools like Live Shopping, Shoppable Video and trends and TikTok Shop to reach their target audience and increase product visibility.
To read about more case studies for success in the TikTok world you can click here
From selling a single item to building global brands, social commerce platforms like Facebook Marketplace, Instagram Shopping, and TikTok Shop are transforming how people connect, create, and convert—turning everyday users into entrepreneurs and side hustles into thriving businesses.
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In terms of social commerce, Instagram is the leader in being the one platform all brands should have a social media presence in as it’s where everyone looks for brands, their commerce and all necessary information nowadays. Thanks to Instagram and its integrations, businesses can make themselves accessible for everyone by being part of this platform and taking advantage of Instagram Shopping.
According to Facebook, 87% of users take action after seeing a product on Instagram, with 79% seeking more information, 65% visiting a website or app, and 46% making a purchase. Instagram Shopping allows businesses to tag up to five products per image or 20 per carousel, displaying key details and prices directly in posts. All a follower needs to do is click on the tagged content, and it will direct them straight to the e-commerce site where it can be purchased.
This not only improves the shopping experience but also increases product visibility, boosts sales, and reduces drop-off by streamlining the path from discovery to purchase.
Instagram is the leading platform for social commerce, with Instagram Shopping enabling businesses to showcase products, drive sales, and enhance the user experience through seamless in-app shopping.
For a more complete and seamless customer experience, brands should take advantage of Instagram Shopping features such as:
To enhance customer experience, brands should utilize Instagram Shopping features like personalized storefronts, product collections, and in-app checkout. Additionally, leveraging product tags, ads with tags, and product launch notifications can increase engagement and expand reach.
By leveraging Instagram Shopping features, brands can reduce friction in the purchasing process, improve product visibility, and reach targeted audiences more effectively. Additionally, integrating influencer marketing with product tagging can boost brand awareness and drive conversions.
Due to the rise of social commerce, in 2023 TikTok integrated an e-commerce feature calling it TikTok Shop. This feature allows users to discover, showcase and purchase products through TikTok, as well as boosting awareness in short-form content in a more engaging and entertaining way.
Taking into consideration that TikTok was the most downloaded app globally in 2023 and remains one of the most used platforms in 2024, particularly among Gen Z users, this feature could not come at a better time for those looking to start or expand their business.
TikTok Shop enables direct e-commerce management via the “Seller Center” and provides tools for targeted ads and customer engagement through TikTok for Business.
You can find information about how to use TikTok Shop in the TikTok Help Center. However here are the cliffnotes if you are a Seller:
TikTok Shop empowers businesses to drive sales and visibility directly through the app by combining e-commerce tools with the power of short-form content and real-time audience engagement.
In order to resonate in TikTok, brands should take advantage of the TikTok Shops features available such as:
By leveraging these tools as well as creating engaging, trend worthy content such as unboxing, GRWM, etc brands can resonate with the users, improve conversion rates, build a sense of community and grow awareness within the app community. Find more tips on how to best use TikTok Shop if you are a Brand here.
By leveraging TikTok Shop’s features and creating trend-driven content, brands can streamline the shopping experience, boost conversions, and build a loyal community on the platform.
TikTok enhances the customer journey by enabling seamless in-app purchases, boosting organic reach, optimizing campaigns with AI, and offering interactive shopping experiences backed by real-time data.
Facebook Marketplace comes to facilitate the transactions of buying and selling products between users directly avoiding the shipping hassle and e-commerce costs. This has built a strong sense of community connecting those close to you who may have what you want.
Facebook Marketplace is open to anyone over 18 and has a Facebook account with no recent violations of community standards, although if you are looking to access more specific features like shipping or Facebook Ads, it may also require a Facebook Business account.
It’s quite simple to use Facebook Marketplace, making it accessible for all ages. Here are briefs steps of the process:
Facebook Marketplace simplifies local buying and selling, making it easy, affordable, and accessible for users to connect and trade within their communities.
Successfully integrating with Facebook Marketplace can significantly boost your visibility and streamline your selling process. Whether you’re a small business or an individual seller, these tips will help you make the most of the platform:
A successful integration with Facebook Marketplace boosts visibility and sales—optimize your listings, ensure safe transactions, follow platform rules, and use insights to keep improving.
Facebook Marketplace offers a trusted, cost-effective way to reach local buyers, respond in real time, and refine your sales strategy with powerful insights and ads.
Social Commerce continues to change and adapt rapidly, it’s in the brand's best interest to stay up to date with the latest trends so they can adapt and grow their business accordingly. Some of the key trends emerging in 2025 are:
Trends now emerge instantly, so businesses must stay updated to stay relevant. Staying informed helps brands connect with their audience, adapt quickly, and explore new, innovative ways to collaborate and grow.Here you can find out more about new and innovative collaboration ideas to stay relevant and in the mind of the user.
Social media trends can make or break a business if ignored. To stay competitive, brands must stay informed and adapt to the evolving trends that shape social commerce.
In the changing world of social commerce, in order to grow, brands must keep up with the platforms and all their integrations like Instagram Shopping, TikTok Shop and Facebook Marketplace. Influencer Hero emerges as a tool to help brands find their way easier and more effectively, offering a comprehensive solution to enhance brand presence across these platforms.
Social media marketing offers a wide range of benefits. Below, we highlight some of the most impactful ones:
Incorporating Influencer Hero will help your brand grow at a quicker pace equipping your business with the tools necessary to navigate the world of social commerce effectively while being assisted in the process, ultimately driving growth and profitability.
As social commerce continues to redefine how brands connect with audiences, it’s clear that success lies in leveraging the right platforms, strategies, and partnerships. Whether it’s through Instagram Shopping’s visual storefronts, TikTok Shop’s viral product discovery, or Facebook Marketplace’s community-driven commerce, the opportunity for growth is immense.
But executing these strategies effectively requires more than just being present—it demands smart, streamlined solutions. That’s where Influencer Hero comes in. As a powerful platform designed to simplify influencer collaborations and track performance metrics, Influencer Hero enables brands to confidently navigate the world of influencer marketing and user-generated content. By connecting with the right voices and turning engagement into conversion, brands using Influencer Hero are better equipped to stay ahead in the fast-paced world of social commerce.
In this ever-evolving digital landscape, staying relevant means staying proactive—and with the right tools, the possibilities are endless.
Industries like fashion, beauty, and home decor have seen significant benefits from social commerce. These sectors rely heavily on visual appeal, making platforms like Instagram and Pinterest ideal for showcasing products. The seamless integration of shopping features on these platforms allows consumers to purchase items directly from inspirational content.
Brands may encounter challenges such as maintaining consistent branding across multiple platforms, managing inventory in real-time, and ensuring a seamless customer experience from discovery to purchase. Additionally, staying updated with each platform’s evolving algorithms and shopping features requires continuous effort and adaptation.
These insights provide a broader understanding of social commerce, highlighting additional platforms, strategies, and considerations for brands looking to enhance their online presence and sales.
As social commerce becomes more popular, competition intensifies. Many small business owners wonder how they can differentiate themselves when larger brands have more resources and visibility. This question taps into a core challenge your readers may face and opens the door for actionable strategies—like building community, leveraging micro-influencers, or offering behind-the-scenes content—to stand out authentically.
Key metrics include click-through rates (CTR), direct conversions from posts, average order value (AOV), and return on investment (ROI) from creator campaigns. Brands also monitor engagement metrics—likes, comments, shares—since algorithmic visibility plays a major role in driving sales through social platforms.
Brands collaborate with influencers to showcase their products through authentic content like reviews, tutorials, and unboxings. These posts often include direct shopping links via Instagram Shopping or TikTok Shop. Influencers’ trust with their audience helps drive faster purchase decisions compared to traditional ads.
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