Social commerce is changing how people shop online. It turns likes, shares, and comments into real sales. Instead of sending users to a separate website, it brings the entire shopping experience directly into social platforms like Instagram, TikTok, and Facebook.
The good news is that it’s fast, seamless, and built around how people naturally discover products while scrolling.
In this blog, we’ll explore what social commerce is, what the key social commerce platforms are, and how to make it work in your favor. We’ll also share the successful examples and offer a free influencer marketing tool (Ainfluencer) to help you with your influencer marketing campaigns.
What Is Social Commerce?
Social commerce is the integration of social media with e-commerce, which allows people to buy products directly through social media platforms. In other words, it’s online shopping embedded inside social networks.
Unlike traditional social media marketing (which drives traffic to external sites), social commerce keeps the entire shopping experience – from product discovery to checkout – on the social platform itself.
Social Commerce Trends and Statistics
According to statistics, social commerce is projected to generate $2 trillion globally by 2025. In the U.S., people are expected to spend almost $80 billion through social media shopping by 2025, which is a big jump compared to past years.
Additionally, over 70% of consumers trust product recommendations from influencers on social media platforms. More importantly, 55% of Gen Z customers (aged between 18 to 24) have completed their purchase via social media platforms.
Now that you know the social commerce definition, let’s explore the main social commerce platforms and types, including Facebook, Pinterest, YouTube, etc.
The Main Social Commerce Platforms
Social commerce takes many forms across different platforms. Here are the major platforms of social commerce and how they work:
1. Social Network Shops and Marketplaces
These are built-in storefronts on Facebook, Instagram, Pinterest, and TikTok where brands or individuals can list products for sale.
Facebook Shops & Instagram Shops
Facebook (and its sister platform Instagram) offers full storefront capabilities. Businesses can create a Facebook Shop – essentially an online store accessible via their Facebook Page and Instagram profile. Shoppers can browse products, save items, and check out via Facebook/Instagram.
Facebook also has Marketplace for peer-to-peer selling and Facebook Live Shopping events. Many small businesses and boutiques thrive by selling directly through Instagram posts and Facebook Page shops, reaching followers organically.
For example, Aldo has set up an Instagram Shop showcasing their catalog. Users can scroll through lookbooks and purchase an outfit without leaving Instagram.
Pinterest Product Pins
Pinterest allows brands to upload catalogs directly to the platform. This way, they turn regular pins into Product Pins that show up-to-date pricing and stock.
Lush, for instance, used Pinterest to feature its cosmetics with buyable pins, making it easy for the platform’s users (who often search for beauty ideas) to buy those products straight from a pin.
TikTok Shopping
TikTok is the rising star of social commerce platforms. It introduced features like the TikTok Shop and product links integrated with videos.
Brands and creators on TikTok can add a shopping cart icon or product catalog on their profile and tag products in their TikTok videos.
One good example is Kylie Cosmetics on TikTok. The brand’s TikTok profile has a dedicated shop section showing their lip kits and cosmetics for sale, and their videos often include clickable product links.
YouTube Videos
Another platform is YouTube with shopping features, where creators can display products below their videos or during live streams.
For example, a tech influencer on YouTube might showcase a gadget and have a shelf below the video with the product for sale via YouTube’s integration.
2. Shoppable Posts and Stories
Another type of social commerce is through shoppable content in regular social feeds:
Shoppable Instagram Posts and Stories
Instagram makes shopping easy by letting businesses and creators tag products in posts or add “Product” stickers in Stories.
When you tap a tag, it takes you to a product page right inside Instagram. For example, a post from West Elm might show a living room setup with tags on the couch or lamp—tap to see the price and buy without leaving the app.
Story links or swipe-ups can also lead straight to product pages or checkout, turning casual scrolling into shopping.
Shoppable TikToks and Reels
Short videos are now shoppable too. On TikTok, creators can tag products in their videos using TikTok Shop or affiliate links. Instagram Reels and Facebook posts also support product tags.
So while you’re watching a fun recipe or tutorial, you can tap and buy the exact item shown—like a blender or spice mix—without leaving the app.
3. Livestream Commerce
Live shopping events are another type of social commerce. Let’s break down each platform’s feature:
Instagram Live and Facebook Live Shopping
Brands schedule live sessions to launch new products or showcase collections. During the live, a clickable catalog is available. Beauty and fashion brands use this extensively.
TikTok Live Shopping
Just like Instagram and Facebook, TikTok has embraced live commerce, partnering with retailers for events. Live shopping on TikTok combines entertainment with instant purchasing, much like a modern QVC for the social media generation.
YouTube Live
YouTube’s live streams, particularly in tech and gaming, sometimes integrate shopping. Take live unboxing of a new phone with purchase links, for example. Additionally, niche platforms and apps (especially in Asia) specialize in live commerce.
4. Influencer Marketing and Affiliate Social Selling
This type of social commerce leans on influencers and content creators to drive sales through their social channels:
Influencer Shops and Collabs
Influencers often act as curators or co-creators of products. Platforms like Instagram now allow influencers to have their own “Shop” with products they endorse or co-branded merchandise.
Promo Codes and Affiliate Links
Even when direct checkout isn’t available, influencers frequently share special links or discount codes for products.
It’s not as seamless as in-app purchase, but it’s a form of social commerce strategy brands use to leverage social influence for sales. Many YouTube influencers, for instance, put affiliate product links in their video descriptions.
Check out Marques Brownlee (MKBHD), for example. He’s big on reviewing phones, laptops, and other gadgets. His video descriptions usually have affiliate links to Amazon, Best Buy, or other websites.
Promo codes and affiliate links not only drive sales but also help influencers earn commission while providing value to their audience.
If you’re a brand or creator looking to tap into this strategy, AlgoRift makes it super easy! AlgoRift connects you with over 100K verified affiliates, offering AI-driven analytics and a free-forever plan. It also provides flexible commission options and Amazon coupon code tracking.
Ready to boost your sales through social commerce?
User-Generated Content (UGC) as Commerce
In this method, brands encourage customers to share their purchases and tag the brand. This UGC (like a tweet about a product or a TikTok video using it) can then be reshared by the brand and often made shoppable.
5. Group Buying and Community Deals
This type of social commerce taps into community and virality:
Group Buying Deals
Made famous by platforms like Pinduoduo in China, group buying involves offering big discounts if a customer successfully invites a set number of friends to also purchase.
Essentially, social networks are used to rally a buying group. While not yet as common on Western social media, the concept is a blend of social sharing and commerce.
Community Marketplaces and Forums
Even forums or community groups can facilitate commerce socially. A Facebook Group where members recommend products to each other (and perhaps have affiliate links) falls into the social commerce category. Moreover, apps like WhatsApp are used by small businesses to showcase catalogs and take orders directly via chat.
Social Commerce Vs. E-Commerce: What’s the Difference?
While both social commerce and e-commerce involve online shopping, they work in slightly different ways. Here’s how they compare:
1. Where It Happens
• Social Commerce happens directly on social media platforms (like Instagram, TikTok, Facebook).
• E-Commerce happens on dedicated websites or apps (like Amazon or a brand’s own site).
2. User Journey
• Social Commerce: Shoppers discover and buy products while scrolling through content.
• E-Commerce: Shoppers usually search for a product or visit a store intending to buy.
3. Experience
• Social Commerce: More interactive and content-driven (influencer posts, live videos, stories).
• E-Commerce: More traditional and catalog-style, focused on browsing and filtering products.
4. Checkout process
• Social Commerce: In-app checkout or minimal redirection.
• E-Commerce: Takes users through a full website checkout flow.
5. Trust factor
• Social Commerce: Relies more on social proof (likes, comments, influencer reviews).
• E-Commerce: Relies on product descriptions, customer reviews, and site trust signals.
10 Tips to Improve Your Social Commerce
Social commerce can be beneficial, but it requires a thoughtful approach. Here are some essential social commerce tips and strategies for brands and sellers to succeed:
1. Optimize Your Social Profiles for Shopping
First off, make it easy for users to find and buy your products. How to do so?
- Set up professional accounts (e.g., an Instagram Business profile or Facebook Page). Then, enable shopping features offered by the platform,
- Add your product catalog and categorize products clearly,
- Use a recognizable profile image (brand logo),
- Include a descriptive bio that might even mention your social commerce strategy (such as “Shop our products below 👇”).
2. Create Engaging, Shoppable Content
Content is king in social commerce! If you want your content to sell, you should focus on high-quality visuals and videos that showcase your products in use.
Don’t forget to tag products in your photos and videos wherever relevant. It’s also essential to consider diversity, which means going beyond catalogue-style images.
Mix in content that tells a story or taps into trends. User-generated content is also powerful here. You can re-post photos or testimonials from happy customers (with permission). It not only provides social proof but also serves as authentic advertising.
3. Leverage Influencers and Creators
Everyone knows about the benefits of Influencer marketing. And, it goes hand in hand with social commerce!
Partner with influencers – whether macro-influencers with huge followings or micro-influencers with niche, engaged audiences.
Develop an influencer campaign where creators feature your products in their content. They can use features like Instagram’s product tagging for creators or affiliate swipe-up links.
While choosing influencers, pick those whose audience matches your target market. For instance, a beauty brand might partner with a popular beauty influencer on YouTube or TikTok to do a product demo that’s directly shop-enabled marketing.
Ainfluencer: the Best Social Commerce Platform for Brands & Influencers
With so many platforms out there, you might wonder if there’s an easier way to jump into social commerce. This is where Ainfluencer comes in.
Ainfluencer is a free DIY influencer marketplace and the best social commerce platform for brands and influencers. It connects brands with over 5M influencers, making influencer-driven social commerce campaigns incredibly simple and effective.
Here’s why Ainfluencer stands out as a top social commerce solution:
Key Features of Ainfluencer
- 100% Free and Easy to Use: There are no platform fees for brands or influencers. It’s also user-friendly, making it ideal for small and medium businesses.
- Large Network of Influencers: It also boasts a vast network of creators (5M+), from macro to micro-influencers, across Instagram, TikTok, and YouTube in various niches (and is growing constantly).
- AI-powered Discovery Tools: You can search and discover influencers by category, location, follower count, engagement rate, and more, using AI algorithms to filter who might be the best match for your brand.
- Seamless Brand-Influencer Collaboration Tools: Ainfluencer streamlines the whole collaboration process, acting as a one-stop platform. All communication can happen within Ainfluencer’s messaging system, which keeps things organized.
- Secure Transactions and Escrow System: Moreover, Ainfluencer supports an escrow payment system. Brands only pay when the influencer has delivered the content as agreed, which the platform facilitates securely.
- Integrated with E-Commerce and Tracking: The platform offers integration features like a Shopify app connection. Brands can link their online store to Ainfluencer to easily provide product info to influencers and even track resulting sales.
Looking to improve your social commerce strategies through influencer marketing?
4. Encourage Social Proof and Community Engagement
As we’ve seen, social commerce thrives on word-of-mouth and community buzz. To leverage this power, you should encourage customers to share their purchases or post reviews on social media.
For example, you can run campaigns, hashtag challenges, or contests. This generates authentic content and excitement.
Also, respond to comments and messages promptly and engage in conversations. If someone asks a question about product fit or usage in a comment, answer it publicly.
Keep in mind that 87% of other shoppers find that social media helps them decide what to buy!
5. Offer Exclusive Deals for Social Shoppers
Rewarding always works! If you want to build loyal followers, you can provide social commerce-specific promotions, like a special discount code or limited-time offers.
You could also use features like Instagram’s Countdown sticker to hype a product drop. Then, release it and let people shop for it directly. This strategy will boost both your follower count and your sales.
6. Simplify the Path to Purchase
Friction is the enemy of conversion! Put yourself in customers’ shoes and ask these questions: Is the buying process easy? Are product tags working correctly? Is the checkout process smooth on that app?
Make sure to enable features like Instagram Checkout or Facebook Pay where available, so users don’t have to enter their info repeatedly.
On platforms without native checkout (like Pinterest or some TikTok regions), ensure the link out goes to a mobile-optimized product page. It must load fast and land exactly on the item in question.
7. Tailor Your Social Commerce Strategy to Each Platform
Don’t use the same approach everywhere. What works on Instagram might not work on TikTok or Pinterest.
You need to match your content style to each platform’s vibe and audience. For example, use trends on TikTok, visuals on Instagram, and themed collections on Pinterest.
Also, think about where your target customers spend time. Gen Z loves TikTok and Instagram, while Facebook or LinkedIn may suit older or B2B audiences.
8. Utilize Analytics and Adjust Your Strategy
Nearly every social platform provides analytics for business accounts. Use the built-in analytics on each platform to see what content performs best.
Pay attention to what drives clicks and sales—not just views or likes. If something’s not working, try adjusting the message, format, or timing.
If something is working (like an influencer post that drives sales), figure out why and do more of that. In short, keep testing and improving based on real data.
9. Consider Professional Help or Tools
If juggling everything feels like too much, you can hire a social commerce agency or use tools to make things easier.
Agencies can handle your strategy and influencer work, but they cost more. Or, try influencer marketplaces like Ainfluencer or apps that connect your store with social platforms.
These can save you time and help you stay organized. Whether you do it yourself or get help, the key is to stay consistent.
10. Prioritize Customer Service and Trust
Finally, selling on social media requires good old-fashioned customer service. So, respond to DMs about orders or products promptly. Address any negative feedback or issues openly and helpfully.
It’s also important to focus on security. For example, you can use official shopping features (which have platform-vetted security). Sometimes, remind followers “Secure checkout provided by [platform]” or highlight your easy return policies, etc.
Remember, building trust is key to persuading someone to transact on a social platform, especially if it’s their first time doing so.
Best Social Commerce Examples To Get Inspired
To see social commerce in action, we’ve looked at a few real-world examples. Let’s see how they achieved success on different platforms:
1. Walmart TikTok Shopping Events
A great example of social commerce is retail giant Walmart. In late 2020, Walmart partnered with TikTok to host a live-streamed shopping event on the platform. They had popular TikTok influencers showcase Walmart fashion items in a one-hour live show.
The result was impressive! Walmart’s first TikTok live shopping event gained 7× more views than expected. It also boosted their TikTok follower count by 25% in that short session.
2. Nike’s Snapchat Exclusive Drop
Snapchat may not be a common social commerce platform like Instagram and Facebook, but creative brands know how to use it!
During the 2018 NBA All-Star weekend, Nike surprise-launched its Air Jordan III “Tinker” sneakers on Snapchat.
Selected Snapchat users could see an interactive ad (with AR features) for the shoes. They could also purchase them within the Snapchat app – with same-day delivery in some cases!
The result? The special edition sneakers sold out in 23 minutes on Snapchat.
3. H&M’s Instagram Shop and Influencer Collaborations
Another notable social commerce example was created by H&M. They’ve utilized Instagram’s platform to the fullest – running an Instagram Shop that features all their latest collections.
This allows users to browse and purchase in-app. H&M also frequently collaborates with fashion influencers and incorporates those looks into their shoppable posts.
In one campaign, H&M worked with several fashion micro-influencers who posted their “outfit of the day” wearing H&M pieces, each post tagged so followers could buy the entire look.
This strategy reportedly helped H&M reach over 12 million consumers through combined influencer reach. Beyond that, the campaign boosted online sales as those Instagram users could instantly shop the outfit.
4. Sephora’s Social Shopping and Community
Sephora has used social commerce across multiple channels. On Pinterest, Sephora was one of the first brands to use Rich Pins to sell makeup products.
Users see a lipstick on Pinterest and get a “Shop” button to buy it from Sephora’s site. On Instagram, Sephora not only has shoppable posts but also uses features like polling in Stories (“Which shade do you like?”) to engage users. It, then, provides a link to purchase the winning shade.
Conclusion
In summary, the advantages of social commerce are significant: increased sales, stronger customer relationships, and greater brand visibility. But to take the benefits, you need to consider the following points.
- Be where your customers are. If they’re on Instagram or TikTok, make sure your shop is too.
- Invest in photos, videos, and stories that attractively showcase your brand, and make them shoppable.
- Engage with your audience, encourage them to share, and leverage that social proof.
- Keep an eye on trends and stay updated,
- Use tools and partners like Ainfluencer to boost your social commerce marketing, or analytics tools to track performance.
Finally, as you dive into or keep going with social commerce, always keep one thing in mind: authenticity wins. People on social media can easily spot when something feels fake or forced.
So, make sure your product promotions feel natural and actually helpful to your audience. When you offer great products and make shopping easy, people will enjoy the experience—and they’ll come back for more.
FAQs
Let’s answer some common questions about our topic:
1. What Do You Mean by Social Commerce?
Social commerce is when people discover and buy products directly through social media platforms like Instagram, TikTok, or Facebook—without leaving the app. It actually combines shopping with content, making it easy to browse, get inspired, and purchase in just a few taps.
2. What Is the Difference Between Social Marketing and Social Commerce?
Social marketing is about promoting your brand or products on social media to build awareness and engagement. On the other side, social commerce goes a step further—it’s about actually selling products directly through those platforms.
3. What Are the Top Social Commerce Platforms?
Several major social media platforms now support social commerce with dedicated shopping features:
- Instagram: Instagram Shop, tagging products in feed posts, Stories, Reels, live streams, and in-app checkout.
- Facebook: Facebook Shops, Live Shopping,
- TikTok: TikTok Shop,
- Pinterest: Product Pins,
- YouTube,
- WhatsApp and Facebook Messenger: WhatsApp Business accounts,
- Snapchat: AR try-on filters,
- Twitter (X): Shop module on profiles,
- WeChat (for context, in China): WeChat Mini Programs.
4. What Are the Benefits of Social Commerce for My Business?
Social commerce offers several key benefits, including seamless customer experience, increased engagement and sales, rich data and targeting, building trust through social proof, faster feedback, and more reach.
5. Is Social Commerce Suitable for All Types of Businesses?
Social commerce effectiveness can vary depending on the business type. However, it works best for visual, consumer-friendly products like fashion, beauty, and home decor—especially with younger, social-savvy audiences.
It can also benefit service providers, creatives, or B2B brands for lead gen and brand awareness, even if direct sales happen off-platform. As a B@B brand, you can also use a powerful B2B influencer marketing agency for maximum results.
