The Rise of Social Commerce

Social commerce

I wanted to find her the perfect gift for my mother’s birthday. I knew she loved to cook, so I started browsing online for kitchen gadgets.

Came across an Instagram post of a beautiful handmade wooden cutting board, something that looked like the one below:

It looked perfect! I ordered it and had it shipped directly to her. She loved it!

On her birthday, I posted a photo on Facebook of my mother in action with the cutting board with a happy birthday message.

My friends saw it and asked me where to get it from. I directed them to the company’s Instagram profile, complete with a shop link.

The way we shop has changed. 

My story exemplifies the growing influence of social commerce and the power of user-generated content (UGC) in ecommerce.

Social media has become such an integral part of the shopping experience that we use it to research products, get recommendations from friends and family, and share our own shopping finds.

Platforms like Facebook, Twitter, and Instagram evolved from mere communication tools into vast ecosystems where people shared their lives, passions, and preferences.

And as people shared, they realized that their opinions held sway, that their recommendations carried weight.

Tech companies realized that these online conversations could become pathways to commerce. So why not allow users to seamlessly transition from talking about a product to buying it within the same platform?

A new era of shopping was ushered in, social commerce was born.

Social media platforms began to integrate shopping features—shoppable posts, product tags, and easy checkout options. 

The platforms have also made it easier for small businesses to connect with customers. Now, anyone with a smartphone can start their own online store and reach a global audience.

Brands started to listen closely to their online communities, learning from their feedback, featuring authentic user-generated stories, and tailoring their offerings accordingly.

Retailers have adapted, strategically placing ads, informative articles, and engaging brand pages within the social media landscape.

What is social commerce?

Social commerce refers to the integration of social media platforms and ecommerce. It allows people to discover, research, and purchase products directly on social media platforms. 

But the implications are far-fetched from just selling. 

Social commerce also involves:

  • Marketing and social listening: Social commerce platforms allow businesses to reach a large audience with their marketing campaigns. They also provide businesses with the ability to listen to what their customers are saying and to use this feedback to improve their products and services.
  • Customer service: Social commerce platforms can also be used to provide customer service. Businesses can use these platforms to answer customer questions, resolve issues, and provide support.
  • UGC marketing: User-generated content (UGC) is a valuable marketing tool for social commerce businesses. Businesses can encourage their customers to create and share UGC, such as product reviews, photos, and videos. This type of content is highly trusted by other consumers and can be very effective in driving sales.

Image: Kohl’s Facebook Shop

Benefits of social commerce for businesses

1. Reach a large audience

Social media platforms have billions of users, giving businesses the opportunity to reach a large audience with their products and services.

Target the right audience: Social media platforms allow businesses to target their marketing campaigns to specific demographics, interests, and behaviors. This helps businesses to reach the customers who are most likely to be interested in their products and services.

2. Build relationships with customers

Social commerce platforms allow businesses to connect with their customers on a personal level. Businesses can use these platforms to share stories, engage with customers, and build relationships.

3. Increase brand awareness

Social commerce can help businesses to increase their brand awareness and reach a wider audience. When businesses share high-quality content and engage with their customers on social media, they are more likely to be seen and remembered by potential customers.

4. Drive sales

Social commerce can help businesses to drive sales and increase revenue. Businesses can use social media to promote their products and services, run marketing campaigns, and offer exclusive deals to their followers.

5. Lower costs

Social commerce can help businesses to reduce their costs. For example, businesses can use social media to market their products and services directly to consumers, without having to pay for advertising on other platforms.

6. Faster innovation

Social commerce can help businesses to innovate more quickly. For example, businesses can use social media to get feedback from customers on new products and services, and to test new marketing campaigns.

7. Better customer experience 

Social commerce can help businesses to provide a better customer experience. For example, businesses can use social media to respond to customer inquiries quickly and efficiently, and to resolve customer issues.

Benefits of social commerce for consumers

1. Convenient shopping experience 

Social commerce makes it easy for consumers to shop for products and services without having to leave their favorite social media platforms. Consumers can browse products, compare prices, and make purchases all from within the same app.

2. Personalized recommendations

Social commerce platforms can provide consumers with personalized recommendations based on their past purchases, browsing history, and interests. This helps consumers to discover new products and services that they are likely to be interested in.

3. Social proof

Social commerce platforms allow consumers to see what their friends and family are buying and recommending. This social proof can be a powerful factor in consumers’ purchasing decisions.

4. Customer support

Social commerce platforms allow consumers to connect with businesses directly and get help with their purchases. This can be a valuable resource for consumers who have questions or problems with their orders.

5. Exclusive Offers and Discounts

Social commerce often features exclusive promotions and discounts for followers or users of a particular social platform. This can lead to cost savings for consumers and create a sense of community and loyalty.

6. Real-Time Interactions

Consumers can engage with businesses in real-time, asking questions, seeking product advice, and receiving prompt responses. This live interaction adds a human touch to online shopping, mimicking the in-store experience.

7. Discoverability

Social commerce platforms make it easy for consumers to discover new products and brands through their network of friends, influencers, and shared content. This adds an element of serendipity to the shopping experience.

Future Trends in Social Commerce

A. Emerging technologies and their impact

1. Augmented Reality (AR)

      – The integration of AR into social commerce allows customers to visualize products in real-world settings.

      – AR can enhance the shopping experience by providing virtual try-on capabilities for fashion items or home decor.

      – Brands can leverage AR to showcase products from multiple angles and provide interactive product demonstrations.

2. Chatbots and AI-powered assistants

      – Chatbots can be used to provide personalized recommendations, answer customer queries, and assist with the purchase process.

      – AI-powered assistants can analyze customer behavior and preferences to offer tailored product suggestions.

      – Integration of chatbots with social commerce platforms enables seamless and automated customer interactions.

B. Integration of social commerce with e-commerce

1. Buy buttons and in-app purchases

      – Social media platforms are increasingly incorporating buy buttons, allowing users to make purchases without leaving the platform.

      – In-app purchases streamline the buying process, making it more convenient for users and increasing conversion rates.

      – Social commerce integration with e-commerce platforms enables businesses to manage inventory, process payments, and track orders.

2. Shoppable posts and product tagging

      – Shoppable posts on social media platforms allow businesses to tag products within their posts, linking directly to the product page.

      – Users can click on the tags to view product details and make purchases.

      – This integration simplifies the path to purchase, reducing friction and making it easier for customers to buy products they discover on social media.

3. Social shopping features

      – Social commerce platforms are introducing features that mimic the in-store shopping experience.

      – Features like live shopping, where brands can showcase products through live video streams, enable real-time engagement with customers.

      – Interactive polls, quizzes, and user-generated content encourage active participation and influence purchasing decisions.

4. Data-driven personalization

Integration of social commerce with e-commerce platforms allows businesses to gather valuable data on customer preferences and behavior.

      – This data can be used to deliver personalized product recommendations, targeted advertisements, and customized shopping experiences.

      – Machine learning algorithms can analyze customer data to anticipate needs and provide more relevant suggestions.

Key Social Commerce Platforms


Instagram has evolved into a powerful social commerce platform, with features like shoppable posts, product tagging, and Instagram Checkout.

Brands can create visually appealing content, showcase products, and drive traffic to their websites or online stores.

Instagram’s Explore page and targeted advertising options help businesses reach a wider audience.


TikTok is a rapidly growing social media platform with a focus on short-form video content.

Brands can leverage TikTok’s algorithm to reach a young and engaged audience and showcase their products through creative video content.

With the introduction of TikTok Shopping, businesses can now add links to their product pages in their videos, making it easier for users to make purchases.


Facebook offers various social commerce features, including Facebook Shops, which allows businesses to create customizable online stores within the platform.

With Facebook Marketplace, businesses can directly sell products to local communities.

Facebook Groups provide opportunities for community building, customer engagement, and targeted marketing.


Pinterest is a visual discovery platform that enables users to find and save ideas for various interests, including shopping.

Businesses can create shoppable pins, linking directly to product pages, and utilize Pinterest ads to reach their target audience.

Pinterest’s focus on inspiration and discovery makes it ideal for businesses in fashion, home decor, DIY, and other visually-driven industries.

Best practices for leveraging social media for commerce

1. Consistent branding and storytelling

Maintain a cohesive brand presence across social media platforms to build recognition and trust.

Use compelling visuals, engaging captions, and consistent messaging to tell your brand’s story and connect with your audience.

2. Engage with your audience

Respond promptly to comments, messages, and inquiries to foster a positive customer experience.

Encourage user-generated content, such as reviews, testimonials, and user photos, to build social proof and encourage engagement.

3. Utilize social listening

Monitor conversations about your brand, industry, or relevant keywords to gain insights into customer preferences and trends.

Use social listening tools to track mentions, sentiment analysis, and identify opportunities for engagement or improvement.

4. Influencer marketing and collaborations

Identify relevant influencers and partner with influencers who align with your brand values and target audience.

Look for influencers with an engaged following and a track record of authentic content creation.

5. Collaborate creatively

Work with influencers to create sponsored content that showcases your products in an organic and relatable way.

Explore collaborations beyond sponsored posts, such as hosting giveaways, co-creating content, or participating in influencer-led campaigns.

6. Measure and evaluate

Track the performance of influencer campaigns using metrics like reach, engagement, conversions, and ROI.

As social commerce continues to evolve, it’s crucial for businesses to stay informed about the latest trends and best practices. Consistent branding, engaging with the audience, utilizing social listening, and leveraging influencer marketing are just a few of the strategies that can help businesses thrive in the social commerce landscape.

In this era of interconnectedness and digital engagement, social commerce offers businesses a unique opportunity to reach customers where they spend their time – on social media. By embracing social commerce and adapting to the changing landscape, businesses can enhance their online presence, foster customer loyalty, and drive revenue growth.

So, whether you’re a small business owner or a global brand, it’s time to tap into the power of social commerce and unlock new opportunities for success in the digital age. Embrace the trends, leverage the platforms, and create meaningful connections with your customers through social commerce. The future is here, and it’s time to own it.

Need help with selling on social media?

For ecommerce businesses looking to start selling on social media, platforms like Vimmi can be a valuable tool. 

Vimmi is an all-in-one multi-channel ecommerce platform that enables businesses to create, manage, and monetize video content across multiple social media platforms. With Vimmi, businesses can easily create shoppable videos, add product links, and track conversions, all within a single platform. 

By leveraging the power of video and social commerce, businesses can enhance their online presence, engage with their audience, and drive sales.

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