What is social commerce? 

Social commerce is when you shop directly on social media platforms. It lets you buy products without leaving apps like Instagram, TikTok, or Facebook. 

You can discover items, read reviews, and make purchases all in one place. 

This blends social interactions with online shopping. You might see a product in a post, tap to learn more, and buy it right there. It’s quick and easy. 

The influence of TikTok has made social commerce more popular. Many platforms now have shopping features inspired by TikTok’s success. 

Social commerce is growing fast. According to Statista the global market value is expected to hit $997 billion by 2027. 

For brands, it’s a way to reach more customers. Over 5 billion people use social media worldwide. That’s a lot of potential shoppers! 

How does social commerce work? 

Social commerce makes shopping on social media easy. You see a product you like in a post or video. Then you can buy it right there without leaving the app. 

  • Platforms use special features to enable this, such as:
  • Shoppable posts – tap products to see details and buy
  • In-app checkout – purchase without going to another site
  • Live shopping events – watch demos and buy in real-time
  • AR try-ons – see how items look on you virtually

Social proof helps too. You can read reviews and see what friends bought. This builds trust in products. 

Brands can set up storefronts on social platforms to showcase their catalog. They also use ads and influencers to promote items. 

Social commerce boosts sales by making discovery and buying seamless. 

Key benefits of social commerce 

Social commerce offers several advantages for businesses:

  • Boost sales and conversions – Sell directly through social platforms where customers already spend time browsing and engaging with content.
  • Enhance customer engagement – Interact with shoppers in real-time through comments, messages, and live streams to build relationships.
  • Simplify the buying process – Create a seamless shopping experience without sending customers to external sites.
  • Leverage social proof – Showcase user-generated content and influencer partnerships to increase trust and credibility for your products.

Social commerce platforms 

Social commerce platforms let you sell products directly on social media. Instagram’s shoppable posts make it easy to tag items in photos and stories. You can click tags to buy without leaving the app. 

Facebook Shops creates a store on your business page. Customers browse and buy your products right on Facebook. 

TikTok Shop offers native storefronts where you can showcase items in short videos. Viewers can purchase featured products while watching. These platforms turn social media browsing into shopping experiences. 

Future of social commerce 

Social commerce is set to reshape how you shop online. 

Millennials and Gen Z are driving this growth, embracing platforms like Instagram and TikTok for product discovery and purchases. 

Key trends to watch: 

  • Live shopping events 
  • AI-powered personalization 
  • Mobile-first experiences 
  • Seamless in-app checkouts 
  • User-generated content integration 

The U.S. social commerce penetration rate is expected to climb, with more brands investing in social storefronts. 

You’ll see increased focus on authentic influencer partnerships and interactive shopping features. 

As these trends evolve, tools like Brandwatch help brands track consumer behavior and capitalize on emerging opportunities in the social commerce landscape.