HomeSocial MediaBeyond Likes and Shares: Social Commerce Turns Scrolling into Buying Gold

Beyond Likes and Shares: Social Commerce Turns Scrolling into Buying Gold


What Is Social Commerce and Social Selling Strategy

The distinction between social media and shopping is becoming increasingly unclear. Consumers are increasingly discovering, connecting and purchasing products directly from their favorite apps, making social commerce the hottest trend reshaping the online retail landscape.

For retailers using social media, social commerce can hold the golden ticket to success.

In this discussion, we’ll delve into the nature of social commerce and explore strategies for your brand to realize its full potential.

Table of Contents


Social commerce is the seamless integration of shopping into social media platforms. It’s like browsing the mall or marketplace, but in your favorite social media apps. Instead of just liking and sharing posts, you can now buy products directly from them.

Imagine scrolling through your Instagram feed and you see a pair of shoes you like. Thanks to the social store, you can tap on the shoes, see more details and photos, and then buy them right there without leaving the app. It’s a quick and convenient way to shop, and it’s becoming more and more popular.

Social commerce is still evolving, but it’s definitely the future of shopping. So next time you’re browsing your social media feed, keep an eye out for the buy buttons – you might just find your next favorite thing!


E-commerce and social commerce represent two distinct but interrelated aspects of online business, each with unique characteristics and functions.

1. E-commerce:

E-commerce, short for electronic commerce, involves buying and selling products or services over the Internet. It includes transactions made through dedicated online stores, websites or marketplaces. Customers browse catalogs, shop and complete transactions on these platforms.

These transactions are facilitated by e-commerce platforms such as Amazon, eBay, Shopify or standalone online stores.

2. Social Commerce:

Social commerce, on the other hand, integrates social media platforms into the e-commerce environment. It includes the use of social networks such as Facebook, Instagram, Pinterest or Twitter for direct sales or as referral channels for e-commerce transactions. It allows businesses to showcase products on social platforms, allowing users to discover, engage and purchase products without leaving the platform.

Social commerce includes elements such as “buy” buttons, shoppable posts, or integration with messenger apps for sales inquiries or transactions.

Essentially, while e-commerce focuses on the transactional aspect through dedicated online platforms, social commerce benefits from social interactions to drive sales and create more engaging shopping experiences in a social media environment.


Picture yourself scrolling through your Insta feed, mesmerized by this influencer’s outfit. Suddenly, you can tap a picture, view details, and buy clothes directly without leaving the app.

That’s the magic of social commerce!

But how does it actually work? Here is the breakdown:

1. Purchasable content

Your favorite brands and influencers create “shoppable” posts using the platforms’ native tools. It could be an image carousel showcasing a product line, a video demo, or even a live stream with real-time styling tips. These posts are peppered with product tags that, when tapped, reveal details like price, description, and availability.

2. No search

Forget searching through endless pages of products. Social commerce uses powerful algorithms to personalize your shopping experience. Based on your past likes, shares, and even browsing habits, platforms recommend products you’re likely to like. It’s like having a virtual shopping friend whispering “Try it on!” while scrolling.

3. Easy interactions

Social commerce is not just about cold transactions. It’s about building relationships. You can ask questions in the comments, participate in live Q&A sessions with brands, and see real reviews from other users. This social proof builds trust and makes purchasing decisions easier.

4. Easy checkout

You don’t have to jump through hoops when shopping. Platforms like Instagram and Facebook have integrated secure payment systems. Click “Buy Now”, enter your saved payment details and voila! Your new treasures are on their way, all in the familiar environment of social media.

5. More than a Buy button

Social commerce is not just about one-off purchases. Platforms offer features like wish lists and loyalty programs to keep you coming back for more. You can save your favorites for later, collect points with every purchase and unlock exclusive offers, making you feel like a valued customer.

Social commerce is convenient, personalized and engaging, blurring the lines between browsing and buying. So next time you’re browsing your social media feed, keep an eye out for these enticing product brands. You might just discover a whole new way of shopping.


Social commerce offers a number of benefits for both businesses and consumers, improving the shopping experience and increasing sales through social media platforms:

1. Wider reach

Leveraging a large social media user base expands the reach of products or services and reaches potential customers on the platforms they regularly visit.

2. Improved interaction

Interacting directly with customers through comments, messages or live streams fosters a sense of community and trust, leading to better customer relationships and loyalty.

3. Social validation

User-generated content, reviews and recommendations within social platforms influence purchasing decisions, provide social validation and build trust.

4. Hassle-free experience

Integrating shopping features into social media platforms reduces friction in the shopping journey and allows users to shop without leaving their favorite social networks.

5. Personalization

Social platforms provide detailed user data and allow businesses to target specific demographics and personalize content, increasing relevance and conversion rates.

6. Easier to search

Shoppable posts, tagged products, and recommendation algorithms simplify product discovery and make it easy for users to find and buy the items they want.

7. Virality factor

Influencers or brand advocates play a significant role in promoting products and use their followers to drive sales through referrals or collaborations.

8. Community driven

Group buying or community engagement models encourage collective purchasing, fostering involvement and a sense of belonging among users.

9. Low cost marketing

Social commerce often offers cost-effective marketing strategies compared to traditional advertising channels, especially through partnerships with influencers or user-generated content.

10. Real-time analysis

Social platforms provide businesses with real-time analytics and offer valuable insights into consumer behavior, preferences and trends, enabling agile adjustments and strategy optimization.

Social commerce capitalizes on social interactions, user engagement and the convenience of shopping within social networks, creating a dynamic, engaging and personalized shopping experience that benefits both businesses and consumers.


Effective use of social commerce involves the strategic use of social media platforms to maximize sales and engagement. Here’s how to use social commerce:

1. Choose the right platforms

Discover the platforms where your target audience is engaged. Focus on platforms where your products or services align with user demographics and behaviors.

2. Optimize profiles for sales

Create visually appealing and informative profiles or pages with clear product descriptions, images and links for easy access to purchase.

3. Create shoppable content

Create engaging, shoppable content such as posts, stories or product videos. Use interactive elements such as tags, buttons or links leading directly to product pages.

4. Use influencer marketing

Work with influencers or micro-influencers relevant to your area. Their support can increase traffic and sales through their active audience.

5. Engagement and community building

Cultivate community by actively participating and connecting with your audience. Respond promptly to comments, questions, and messages and encourage user-generated content and discussion.

6. Implement social commerce features

Use platform-specific features like shoppable Instagram tags, Facebook Marketplace, or shoppable Pinterest pins to facilitate direct sales within the platform.

7. Take advantage of live sales or demos

Use live streaming or video content for product demonstrations, Q&A sessions, or interactive sales presentations to encourage immediate purchases.

8. Encourage reviews and user-generated content

Urge happy customers to leave reviews and spread the word about their experiences. User-generated content adds credibility and authenticity to your offers.

9. Offer exclusive deals or discounts

Create special offers or exclusive offers for social media followers, incentivize them to buy and build a loyal customer base.

10. Analyze and optimize

Regularly analyze social commerce metrics such as engagement rates, conversion rates, and customer feedback. Use these insights to refine strategies and optimize campaigns for better results.

By effectively using social commerce tactics tailored to your audience and product offerings, businesses can create an engaging, seamless and profitable shopping experience in the social media environment.


1. Meta (Facebook and Instagram): This social media giant stands tall with two dominant platforms:

  • Facebook: Facebook boasts more than 2.9 billion monthly users and offers Marketplace, Facebook Shops and Instagram Shopping tools.
  • Instagram: Shopping on Instagram, a visual powerhouse with more than 1 billion users, allows you to shop posts and stories, influencer marketing and reach an engaged audience.

2. TikTok: The king of short videos has climbed the ranks of social commerce, especially with Gen Z and millennials:

  • TikTok Shopping: Integrated with live streams and short videos that showcase products in a fun and engaging way.
  • Hashtag Challenges: Viral hashtag challenges often include product placement and user-generated content, increasing organic reach and sales.

3. Pinterest: A visual discovery platform with a strong focus on home decor, fashion and lifestyle:

  • Shopping Pins: Users can click on product pins to see details, prices and purchase options, allowing for a seamless transition.
  • Idea boards: Users create boards for future purchases, providing brands with valuable information for product targeting and marketing strategies.

4. YouTube: Although not a traditional social media platform, its influencer marketing and live shopping features make it a powerhouse:

  • Livestream Shopping: Influencers and brands host live shopping events, demo products, answer questions and offer exclusive offers in real time.
  • Product Placement: Products placed in popular videos can reach large audiences and increase brand awareness and sales.

5. Emerging Players: Platforms like Twitch, Snapchat and WeChat are also making waves, catering to specific niches and offering unique features.

Remember, social commerce is about building relationships and creating engaging experiences. Focus on valuable content, authentic interactions and a seamless shopping journey to leverage these platforms, reach new customers, increase sales and thrive in the ever-evolving world of online shopping.


Social commerce is on fire, blurring the line between browsing and buying. But which brands are setting the world on fire? Let’s explore 3 success stories that show how they use different platforms to turn likes into loyal customers:

1. Gymshark on Instagram and TikTok

This fitness apparel brand is a social media maestro, dominating both Instagram and TikTok. Their winning formula?

  • Eye-catching visuals: They post gym selfies and workout videos with their stylish and functional clothing. Think bright colors, flattering angles, and real people crushing their fitness goals.
  • Collaborations with influencers: Gymshark works with top fitness influencers, showcasing their clothing in action and leveraging their huge fan base. Their #GymsharkTrain campaign went viral, featuring user-generated workouts in Gymshark gear.
  • Everything shoppable: Every perfect shot is shoppable, allowing users to click and buy instantly. Stories are used to preview new collections, behind the scenes and exclusive offers.

Gymshark boasts over 17 million Instagram followers and a thriving TikTok community. Their approach to social commerce has fueled massive growth, making them a leader in the world of sports.

2. Kylie Cosmetics on Instagram and TikTok

Beauty mogul Kylie Jenner built the brand into a social commerce powerhouse by:

  • Exclusive product launches: New lip kits and limited edition collections are announced exclusively on social media, creating a sense of urgency and scarcity.
  • Tutorials and Product Samples: Kylie herself and her team post makeup tutorials and samples that demonstrate how to use products and achieve amazing looks. This builds trust and inspires purchases.
  • User Generated Content: Kylie Cosmetics actively encourages fan submissions and shares the best, creating a sense of community and authenticity.

Kylie Cosmetics boasts over 300 million Instagram followers and a massive TikTok presence. Their social commerce strategy has led to incredible sales and turned Kylie Jenner into a beauty mogul.

3. Mejuri on Instagram and Pinterest

This fine jewelry brand takes a sophisticated and elegant approach to social commerce. Their secrets to success include:

  • High-quality product photography: Mejuri’s Instagram feed is a feast for the eyes, featuring stunning close-ups of their delicate necklaces, earrings and rings. Each painting is executed to perfection and showcases the craftsmanship and beauty of their jewelry.
  • Lifestyle inspiration: Mejuri goes beyond just product images. They post lifestyle images of models wearing their jewelry in everyday settings and inspire customers to see how they can incorporate it into their own lives.
  • Pinterest Collaborations: Mejuri works with influential pinners to create curated boards featuring their jewelry along with complementary styles and themes. This expands their reach and engages with Pinterest’s active audience.

Mejuri has amassed over 1 million Instagram followers and a dedicated Pinterest community. Their social commerce strategy has led to exponential growth and established them as a leader in the fine jewelry market.

These brands are just a glimpse into the exciting world of social commerce. By understanding their strategies and finding inspiration in their tactics, you can develop your own winning approach and turn your social media audience into loyal customers.


Social commerce tools are software or platforms that facilitate and enhance the integration of e-commerce features into social media environments.

These tools streamline the process of selling products or services directly within social platforms.

Here are some types of social commerce tools:

1. Social shopping features

Platforms like Instagram, Facebook and Pinterest offer built-in shopping features such as shoppable posts, tags or buttons, allowing businesses to showcase and sell products directly on their social profiles.

2. E-commerce integration

Tools that seamlessly integrate e-commerce platforms (like Shopify, WooCommerce, or BigCommerce) with social media channels, allowing businesses to sync inventory, manage sales, and facilitate transactions right within social platforms.

3. Influencer marketing platforms

Platforms connecting businesses with influencers for collaboration and support campaigns, simplifying influencer discovery, negotiation and management of social commerce campaigns.

4. Live tools

Live shopping facilitation software allows brands or retailers to host live video sessions showcasing products, engaging with audiences and facilitating purchases in real time.

5. Chatbot and messaging integration

Tools that integrate with messaging applications (such as Facebook Messenger, WhatsApp or WeChat) to provide customer support, product inquiries or even complete purchases within the messaging platforms.

6. Analytics and Insights Platforms

Tools offering analytics and reporting features specific to social commerce, providing insight into engagement, conversion rates, user behavior and social sales trends.

7. Manage user-generated content

Platforms that help businesses curate and curate user-generated content related to products, using customer reviews, images or testimonials for social commerce campaigns.

8. Community Engagement and Loyalty Tools

Platforms that enable businesses to build and grow online communities, drive engagement, reward loyalty and encourage repeat purchases through gamification, forums or referral programs.

These social commerce tools focus on different aspects of the social selling environment and allow businesses to effectively use social media platforms, reach their audience and drive sales in a more interactive and personalized way.


Social commerce is more than just a trend; it is a revolutionary force reshaping the online shopping landscape.

From captivating visuals and influencer endorsements to seamless checkout and community engagement, social commerce offers a dynamic, personalized experience that resonates with today’s consumers.

While still evolving, its potential is undeniable. As brands refine their strategies and platforms enhance their features, expect social commerce to become the dominant way we shop, blurring the lines between browsing and shopping like never before.

So buckle up, brands and consumers, and get ready to embrace the exciting future of social commerce, where scrolling leads to selling and every like opens the door to a world of instant gratification.

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