9 min

Social commerce

The convergence of social media and ecommerce has created a new era of online shopping, where customers can discover, engage with, and purchase products directly from social media platforms.

This integration has revolutionized the way businesses interact with customers, offering both opportunities and challenges for ecommerce merchants.

💡Insight Social Commerce generated USD $992 billion in 2020—by 2026, it's expected to reach USD $2.9 trillion. Social commerce is no more a fad, it is a phenomenon.

Global Social Commerce Sales 2022-2026
Global Social Commerce Sales 2022-2026

Pros of social selling

Here are benefits of using social selling to find your first customers:

Boost your engagement

Social media platforms provide a massive and diverse audience to showcase your products and services and help you attract new customers in a more personal and authentic way.

And the icing on the cake?

You can target specific demographics and interests with hyper-personalized campaigns!

In the past, the challenge with scaling personalized campaigns was the effort and time required for creative development.

But with the rise of generative AI technologies, creative development is now a breeze, making it easier for more brands to target their audience with hyper-personalized marketing campaigns.

Plus, social media platforms also give you a chance to engage with your customers in a two-way conversation.

You can communicate directly with them through comments, direct messages, and reviews, gaining valuable feedback and insights into what they want.

This kind of engagement can help you build a loyal following and establish a lovable brand.

Offer in-app shopping experiences

Social platforms are not just about generating a buzz anymore! More brands turning to social media platforms to sell their products directly to customers.

Social commerce refers to the use of social media platforms to facilitate ecommerce transactions, such as buying and selling products.

Instead of just using social media for marketing and brand awareness, businesses can now use it as a fully integrated ecommerce platform, offering customers a seamless shopping experience without ever leaving the social media platform.

With shoppable posts, businesses can tag products directly within their social media posts, making it easier than ever for customers to shop without leaving the platform.

This feature is available on social media platforms like Instagram, Facebook, and Pinterest, and has already become a popular way for businesses to showcase their products and drive sales.

Run shoppable social media ads

Shoppable ads take this concept one step further by allowing businesses to create ads that feature their products, with the added ability to purchase directly from the ad.

This makes it easier than ever for customers to snag their favorite items without even leaving the social media platform.

The process is quick, seamless, and convenient, making it an attractive option for customers who want to make a purchase with minimal hassle and an important sales channel for ecommerce businesses.

Leverage influencers

Working with influencers and encouraging user-generated content can give your brand a mega-boost in credibility and attract new customers like bees to honey.

By leveraging the influence of popular personalities and the power of authentic user experiences, brands can create a strong presence on social media and draw in potential customers.

Influencers have established a strong presence and following on various social media platforms.

By partnering with them, you can access a larger audience that is more likely to be interested in your products.

Supercharge UGC

UGC on social media can come in various forms, such as posts, photos, videos, stories, or even comments.

This type of content is usually perceived as more genuine and relatable because it is created by real users who have personal experiences with a brand's products or services.

But, just like any epic duo, there are some challenges to consider

Competition is fierce

With the rise of social commerce, ecommerce businesses face increased competition as more and more brands leverage social media platforms to reach customers and drive sales.

In this crowded marketplace, it's crucial for businesses to differentiate themselves and create memorable experiences that resonate with their target audience.

Platforms change the rules

Social media platforms constantly update their algorithms to improve the user experience, prioritize content relevance, and filter out spam or low-quality content.

These updates can have a significant impact on the visibility of your brand's content, making it harder to get noticed and engage with your target audience.

To adapt to these changes and maintain a strong presence on social media, consider the following strategies:

Stay informed about algorithm updates

Monitor industry news and social media platform updates to stay informed about any changes to algorithms.

Understanding how these updates may impact your content's visibility can help you adjust your strategy and maintain a strong presence on social media.

Monitor and analyze performance

Regularly track your social media performance using analytics tools to identify trends, understand which content performs best, and adjust your strategy accordingly.

Staying informed about your content's performance can help you adapt to algorithm changes more effectively.

Prioritize high-quality content

Focus on creating valuable, engaging, and shareable content that resonates with your target audience.

High-quality content is more likely to be favored by social media algorithms and generate organic reach.

Privacy concerns

Integrating social media and ecommerce can raise concerns about customer data privacy and security.

When customers make purchases through social media platforms or interact with businesses on social media, they may be sharing personal identifiable information like their name, address, and payment information.

This information needs to be handled with care and protected against data breaches, cyber-attacks, and other security threats.

Furthermore, the integration of social media and ecommerce can blur the lines between personal and professional identities, potentially exposing customers to unwanted marketing messages or data collection practices.

Businesses must ensure that they are transparent with their customers about how their data is being used, and give customers the option to opt-out of any marketing communications they don't want to receive.

Bad reviews can sting

Negative feedback on social media can have a significant impact on a brand's reputation and customer perception.

With social media platforms making it easy for customers to share their experiences and opinions with a wide audience, even a single negative comment can quickly snowball into a full-blown crisis if not handled professionally.

Social media is a lot of work

Managing social media accounts, creating content, and responding to customers can be a significant challenge.

Not all brands have the resources or personnel dedicated to social media management, which can make it difficult to maintain a consistent and engaging social media presence.

Despite these challenges, social media can be a valuable tool to reach and engage with customers, build brand awareness, and drive sales.

Instagram, TikTok, Facebook: A tour of social commerce

Social commerce is now a permanent part of ecommerce with many businesses using social media platforms to sell directly to consumers.

According to a report by Grand View Research, social commerce is growing at a staggering rate of 31.6% annually from 2023 to 2030.

Businesses that don't embrace social commerce risk being left behind in an increasingly competitive online marketplace.

With sales on social media platforms continuing to skyrocket, it's essential for businesses to adopt social commerce to thrive in the current market.

Here's a tour of social commerce on three popular platforms: Instagram, TikTok, and Facebook.


Originally a photo-sharing app, focusing on creativity and visual storytelling, over time, Instagram has evolved as a powerful social platform, enabling businesses to showcase their products, engage with customers, and drive sales.

As Instagram introduced features such as shoppable posts, Stories, IGTV, and Reels, it became a valuable tool for brands, influencers, and businesses to promote their offerings in a highly visual and engaging manner.

Today, Instagram is a one-stop shop for product discovery, promotion, and purchasing, streamlining the customer journey and providing seamless shopping experiences within the platform.

Instagram has revolutionized the way businesses connect with their audiences, offering opportunities for personalized marketing, influencer collaborations, and real-time customer interactions.

On the flip side, with the increasing number of users and businesses on the platform, competition for visibility is fierce. Algorithm changes have resulted in reduced organic reach for posts, making it more challenging for brands to engage with their audience without investing in paid advertising.


As mentioned earlier in the field guide, TikTok is a formidable contender in the social commerce arena, having gained rapid popularity as a go-to platform for influencer marketing and product promotion.

Its latest addition, TikTok Shopping, provides users with the ability to integrate product links into their videos, taking the shopping experience to a whole new level.

The app's unique blend of algorithm-driven content discovery and short-form video format has created an incredibly immersive and engaging environment, enabling brands to connect with diverse audiences through entertaining and creative content.

By partnering with TikTok influencers and engaging in viral challenges, businesses can significantly increase brand awareness and drive sales.

That being said, TikTok may not be an ideal platform for every brand's target audience, given its primary user base of younger demographics.

Furthermore, the platform's short-form video format could pose limitations for brands looking to showcase intricate products or services that require more detailed explanations.

Consistent innovation and adaptation are key to maintaining relevance on TikTok, as content is constantly influenced by fleeting trends.

Additionally, privacy concerns and potential regulatory issues surrounding the app may impact its long-term viability as a social commerce platform.


Facebook has established itself as a major player in the social commerce sphere, and it’s recent improvements to shopping features have made it an even more powerful platform for businesses.

With Facebook Shops, brands can easily set up online storefronts within the app, providing customers with a streamlined experience as they browse products, add items to their carts, and complete purchases without ever leaving the platform.

Through its leadership with Facebook Marketplace, the platform has become a go-to destination for users looking to buy and sell pre-owned items locally.

This has made a significant contribution to the circular economy and promoted sustainable consumer behavior, especially during times of inflation and credit crunch.

Moreover, Facebook Marketplace has emerged as a valuable tool for local buying and selling. Users can effortlessly explore items by category or perform specific product searches, while also interacting directly with sellers through the app.

By leveraging these enhanced features, businesses can take full advantage of Facebook's vast user base and provide their customers with seamless, engaging shopping experiences.

Rest assured, Facebook is the perfect platform for businesses to grow and reach a wider audience.

💡 Hot Tip: Try Sqadded to add an interactive shopping experience to your social commerce.

How to pick the perfect platform for your business

Selecting the perfect platform for your business is a crucial decision that can significantly impact your brand's visibility, customer engagement, and overall success.

To make the right choice, consider the following factors:

Target audience

Determine the demographic profile of your ideal customers and identify which platforms they are most active on. Align your choice with the platforms that best cater to your target audience.

Product or service type

Consider the nature of your products or services and evaluate which platform can best showcase them. For instance, visually appealing products may thrive on Instagram or Pinterest, while more complex offerings might benefit from a platform that allows in-depth explanations, like a blog or YouTube.

Platform features

Evaluate the features offered by each platform and assess how they can support your business goals. For example, some platforms may have built-in e-commerce functionality, while others may require third-party integrations.

Budget and resources

Consider the costs associated with using each platform, including advertising expenses, transaction fees, and subscription costs. Also, take into account the resources needed to create, manage, and maintain content on each platform.


Analyze your competitors' presence on various platforms and identify opportunities to differentiate your brand. Choose platforms where your business can stand out and fill a gap in the market.

Integration capabilities

Assess the platform's ability to integrate with your existing tools and systems, such as your website, customer relationship management (CRM) system, or email marketing platform.


Choose a platform that can accommodate your business's growth and adapt to future changes in the market or your business model.

By carefully considering these factors, you can select the most suitable platform for your business and create a strong online presence that resonates with your target audience and drives success.

Best practices for social selling

1. Engage with customers in real-time

Respond promptly to customer inquiries, comments, and feedback on social media, and address any concerns or questions they may have.

This demonstrates that you value their input and are committed to providing excellent customer service.

2. Create interactive and immersive content

Develop engaging content such as polls, quizzes, and contests to involve your audience in the content creation process and drive deeper connections with your brand.

3. Utilize new social commerce features

Stay up-to-date with the latest social media platforms features, such as shoppable posts, live shopping, and augmented reality filters, and incorporate them into your marketing strategy to offer seamless shopping experiences.

4. Share compelling stories

Use storytelling to humanize your brand, showcase your company values, and build an emotional connection with your audience.

Share behind-the-scenes content, customer stories, and your brand's journey to create a more relatable and authentic image.

5. Experiment with niche social platforms and alternative content formats

In addition to popular social media platforms like Facebook, Instagram, and Twitter, explore niche platforms that cater to specific interests or demographics.

Key Performance Indicators (KPIs) to measure your social selling success

Here's a quick list of key performance indicators (KPIs) that are important to monitor for social commerce:

  1. Conversion Rate: Measures the percentage of social media visitors who complete a desired action, such as making a purchase or subscribing to a newsletter.
  2. Click-Through Rate (CTR): Tracks the percentage of users who click on a call-to-action or link within your social media content.
  3. Engagement Rate: Calculates the level of interaction and engagement your social media posts generate, including likes, comments, shares, and saves.
  4. Return on Ad Spend (ROAS): Evaluates the revenue generated for every dollar spent on social media advertising campaigns.
  5. Average Order Value (AOV): Determines the average monetary value of each order placed through social commerce channels, indicating the effectiveness of upselling or cross-selling strategies.
  6. Customer Lifetime Value (CLV): Measures the total value a customer brings to your business over their entire relationship with your brand, including repeat purchases and loyalty.
  7. Social Media Followers and Reach: Tracks the growth of your social media following and the reach of your content, indicating the size of your potential customer base.
  8. Referral Traffic: Measures the volume of website traffic driven by social media platforms, indicating the effectiveness of your social commerce efforts in generating website visits.
  9. Customer Satisfaction: Assesses customer satisfaction levels with your social commerce experience through surveys, ratings, or reviews.
  10. Social Sharing: Tracks the number of times your social media content is shared across various platforms, reflecting the level of engagement and brand advocacy.

Remember, the specific KPIs that are most relevant to your social commerce strategy may vary based on your business objectives, industry, and social media platforms used.

Customize your KPIs to align with your goals and regularly monitor them to assess the effectiveness of your social commerce initiatives.

Key takeaways

Social selling and social commerce open up a world of exciting possibilities to find your very first customers.

Putting your energy into building authentic relationships, showcasing the value of your offerings, targeting specific audience segments, and making the purchase process a breeze, means you can harness the power of social media platforms to grow your customer base and make a memorable mark in the business world.

Remember to keep a close eye on your progress, adapt your strategies as needed, and always go the extra mile in providing exceptional customer service.

This winning combination will pave the way for long-term success and a customer base that's bound to fall head over heels for your brand!

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