Social Commerce: The Future of Shopping is Already Here
E-commerce isn’t what it used to be. Brands struggle to get noticed in an oversaturated market where customer acquisition costs keep climbing. The challenge isn’t just creating products people want but making sure they see them in the first place. Enter social commerce—a full-funnel solution covering everything from product discovery to purchase, all within the social platforms we use daily.
What Exactly is Social Commerce?
Social commerce allows users to browse, engage, and buy products directly through apps like Instagram, TikTok, Pinterest, and Facebook. No clunky website redirects—just scroll, click, and purchase. And it’s not just a trend. According to eMarketer’s latest projections, U.S. social commerce sales are expected to reach $85.58 billion in 2025, marking a 19.5% increase from the previous year. This growth trajectory is anticipated to continue, with sales surpassing $100 billion for the first time in 2026. By 2028, the market is projected to approach $150 billion, reflecting the increasing integration of shopping features across social media platforms and the growing consumer comfort with purchasing directly through these channels. With Gen Z leading the charge, this shift is happening fast. Brands that fail to adapt their social commerce strategies risk being left behind..
Gen Z: The Game-Changer in Social Commerce Strategies
Gen Z isn’t just another target audience; they’re a force to be reckoned with. With purchasing power reaching $360 billion in 2023, their influence surpasses all other generations. By 2030, they’re expected to account for 17% of the U.S. economy. They’re also the most engaged on social platforms, with their numbers rising from 60 million in 2024 to 66 million in 2027. To capture this audience, brands must be ready to meet them where they are—scrolling through TikTok, pinning ideas on Pinterest, and shopping via Instagram.
How Platforms are Tackling Social Commerce
Different platforms call for different strategies. Pinterest users arrive ready to shop, while TikTok and Instagram users are in it for entertainment. But all of these platforms allow for seamless in-app purchases, and each offers unique tools for brands to stand out.
Pinterest:
Known for its shopping-ready audience, Pinterest offers tools like Product Pins and the Shopping List feature. Users can even take real-world photos with “Shop with Lens” to discover similar items to buy on the app. The creative Shuffles feature allows users to mix and match products, creating unique collages that drive purchases
TikTok:
With live shopping and organic brand integration, TikTok is revolutionizing social commerce. Events like those by e.l.f. Cosmetics and PacSun generate buzz, and the recorded content continues to build traction over time. Brands experimenting here are at the forefront of interactive shopping. TikTok is experimenting with more commerce features to connect users with brands organically, and the potential is huge.
YouTube:
Shoppable ads integrate Google Merchant Center feeds, creating an interactive browsing experience. This creates an interactive browsing experience within the platform, making it easier to convert viewers into buyers.
Meta (Facebook & Instagram):
Meta offers customizable Shops that let brands create seamless storefronts within Facebook and Instagram, allowing users to browse and buy without leaving the app.
- Instagram: Instagram is taking things a step further with new integrations that enhance its functionality as a sales channel. Instagram Shop now pulls product display page (PDP) videos directly into the shop, capitalizing on the platform’s strong performance with video content. Video ads, user-generated content (UGC), and other creative assets used in ad campaigns are also automatically pulled into the shop. This dynamic integration ensures a mix of organic and promotional content, boosting product visibility and engagement. Brands can customize their Instagram Shop to align with their website’s merchandising, but Instagram’s algorithms also dynamically select content predicted to perform best. This includes editorial imagery, ad creative, and videos. These features make Instagram Shops a powerful channel, with some brands now attributing up to 20% of their revenue to the platform. For some, Instagram sales even surpass website sales. Instagram Shops also pull in tagged UGC, adding an authentic layer of content that builds trust and credibility. With Instagram’s increasing significance, brands must rethink ad strategies to focus on mobile-first content, optimizing specifically for Instagram Shop traffic rather than traditional desktop funnels.
- Facebook: On Facebook, live shopping events bring a real-time, interactive element to social commerce. Brands can showcase products, interact with customers, and drive immediate sales during these events. As social commerce evolves, these live experiences stand out for their ability to create authentic, immediate connections with shoppers.
Each platform offers unique tools, making it vital for brands to develop social commerce strategies that align with their audience and platform capabilities.
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Testing the Waters: Brands Must Experiment with Social Commerce
Not every brand strikes gold immediately with its social commerce strategies, but many see the potential and are diving in to see what works. Take handbag brand Modern Picnic, for example—they launched a TikTok shop with realistic expectations. Their approach was simple: give customers as many ways to shop as possible.
Meanwhile, brands like Perelel have discovered that Instagram shoppers spend 26% more per order than on other channels. Although social commerce currently makes up a small slice of their revenue, they’re ready to scale as platforms roll out new features, such as subscription options.
For activewear brand Rhone, Instagram Shops act as a testing ground to figure out which strategies deliver the best results. At the end of the day, success isn’t just about where the sales come from—it’s about keeping customers engaged and coming back for more. These examples show that successful social commerce strategies for brands thrive on flexibility, testing, and constant iteration.
The Visual Shift: Stronger Brand Identity is Essential
In the world of social commerce, visuals are everything. Customers seamlessly transition between user-generated content (UGC), influencer posts, and social-first media that lead directly to product detail pages. This shift means that every visual touchpoint must feel unified and on-brand. A clear, distinctive brand identity is no longer just a nice-to-have—it’s essential to successful social commerce strategies.
To stand out, your photos and videos need to catch buyers’ attention in busy feeds, communicate your product’s value instantly, and make buyers feel confident about their purchase. Weak visuals or uninspiring content make buyers lose interest before they even hit the ‘buy’ button. Social commerce isn’t forgiving when it comes to weak imagery, and brands that thrive in this space are those that marry creativity with consistency.
The Takeaway: Why Social Commerce Strategies Can’t Be Ignored
Social commerce isn’t a replacement for traditional e-commerce—it’s an evolution. For some brands, it’s about experimenting and expanding options. While others are already seeing higher engagement and bigger orders by adopting effective social commerce strategies. As social media continues to evolve, so will the opportunities for brands to connect with customers in meaningful ways.
The bottom line? If you’re not selling on social, you’re missing out. Social commerce is here to stay, and the brands that embrace it early will gain a competitive edge. But showing up isn’t enough. Success demands visuals that connect with your audience and align with a strong brand identity. Inconsistent or uninspiring content can derail your efforts. Brands that prioritize creativity and consistency in every piece of content, from influencer posts to product images, are the ones leading the charge.
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