Social Commerce Are Consumers Really Buying On Social Media

Social Commerce: Are Consumers Really Buying On Social Media?

Social commerce posits a specialized facet of e-commerce, leveraging social media platforms to facilitate the entire spectrum of product and service transactions. This encompassing domain encompasses multifaceted activities spanning from initial product discovery, detailed research, user reviews, ratings, content sharing, personalized recommendations, and seamless transactions, to the implementation of customer loyalty programs.

Prominent social commerce platforms such as Instagram, Facebook, and TikTok offer businesses a compelling opportunity to access expansive, highly engaged audiences. They enable direct interaction with customers, fostering meaningful relationships. Moreover, these platforms streamline the shopping process, permitting customers to seamlessly browse, select, and purchase products, all within the confines of their preferred social media apps.

Social commerce yields a plethora of advantages for businesses:

Optimized Brand Awareness: 

Leveraging social media’s far-reaching capabilities, businesses can cultivate brand recognition through compelling content and targeted social media marketing campaigns.

Amplified Customer Engagement: 

Social commerce platforms foster direct interaction between businesses and customers, allowing for real-time query resolution and customer support. This personalized approach bolsters trust and fosters loyalty.

Streamlined Shopping Experience: 

The integration of commerce into social media apps simplifies the shopping process. Customers can conveniently make purchases without navigating away from their favorite social media platforms, potentially leading to augmented sales and conversion rates

Here are practical instances of how e-commerce enterprises can leverage the potential of social commerce:

Interactive Product Posts: 

E-commerce entities can strategically craft posts on platforms like Instagram and Facebook that allow customers to interact with featured products. These interactive posts enable customers to access additional product details and make purchases directly within the app.

Live Shopping Events: 

Hosting live shopping events on social media platforms represents another dynamic avenue. These live events enable businesses to showcase products in real-time, promptly address customer inquiries, and extend exclusive offers to actively engaged audiences.

Influencer Collaborations: 

E-commerce businesses can establish partnerships with social media influencers who boast substantial follower bases. These collaborations leverage the credibility and influence of the influencers to effectively promote products and brands.

Utilizing Social Media Marketplaces: 

By participating in social media marketplaces like Facebook Marketplace and Pinterest, e-commerce businesses gain access to a wider audience, allowing them to sell products directly to other users and businesses within the expansive social media ecosystem.

As the social commerce landscape continues to evolve at a rapid pace, businesses must formulate comprehensive strategies to remain competitive in the ever-dynamic e-commerce arena. By embracing social commerce, enterprises can unlock new avenues for growth and engagement, aligning with the evolving preferences and behaviors of modern consumers.

History and Trend Analytics

Social commerce has its roots in the early days of social media, where businesses initially utilized platforms like Facebook and MySpace to promote their products and connect with customers. However, it wasn’t until the early 2010s that social commerce began to gain momentum, driven by the introduction of features on social media platforms that facilitated direct product sales.

A significant milestone for social commerce was the launch of Instagram Shop in 2018. This feature allowed businesses to create interactive posts and stories, simplifying the process for customers to discover and purchase products without leaving the app.

Since then, social commerce has experienced rapid growth, with estimated sales of $492 billion in 2022, projected to reach $1.2 trillion by 2025. Several factors are contributing to this expansion:

Social Media Popularity: 

Platforms like Instagram, Facebook, and TikTok have billions of active users who are increasingly spending more time on these platforms.


Social commerce streamlines the shopping experience, allowing customers to shop and make purchases without leaving their preferred social media apps.

Influence of Social Commerce Influencers: 

These individuals use their social media platforms to endorse products and brands to their followers, wielding significant influence.

Social commerce is reshaping e-commerce in several ways:

Wider Accessibility: 

It’s making e-commerce accessible to a broader audience, including those who primarily use smartphones and tablets for online shopping.

Enhanced Engagement: 

Social commerce platforms facilitate direct interaction between businesses and customers, fostering relationships that lead to increased customer loyalty.


Social commerce platforms collect user data to personalize shopping experiences, recommending products based on past purchases, browsing habits, and interests.

Specific instances illustrating the impact of social commerce 

Live Shopping: 

Live shopping events on social media platforms enable businesses to showcase products, engage with customers in real-time, and create immersive shopping experiences.

Social Media Influencers: 

Collaborating with social media influencers allows businesses to promote their products to a wider audience, capitalizing on the influencers’ credibility and reach.

AI-Powered Personalization: 

Social commerce platforms employ artificial intelligence to personalize the shopping journey, recommending products based on users’ purchase history, browsing behavior, and interests, helping users discover products aligned with their preferences.

Are people really into purchasing through social media?

Explosive Growth: 

Social commerce has witnessed remarkable expansion, with global sales surging to an estimated $492 billion in 2022 and projected to reach $1.2 trillion by 2025.

Platform Integration: 

Leading social media platforms, such as Instagram, Facebook, and TikTok, have seamlessly integrated shopping features, enhancing the user experience.

Influence of Social Media: 

People’s extensive engagement with social media platforms creates an ideal environment for businesses to leverage social commerce effectively.

Personalized Experiences: 

Data analytics and AI-driven personalization enhance user satisfaction by tailoring shopping experiences to individual preferences.

Social Proof and Influencers: 

User-generated content and social commerce influencers significantly impact consumer purchasing decisions, fostering trust and engagement.

Convenience and Accessibility: 

Social commerce’s appeal lies in its convenience, allowing users to shop without leaving their preferred social media apps.

Live Shopping Experiences: 

Real-time interactive broadcasts in the form of live shopping events add excitement and immediacy to the shopping process.

Global Reach: 

Social media’s global reach enables businesses to connect with diverse audiences and explore new markets.

Continuous Evolution: 

Social commerce evolves with innovations like augmented reality (AR) shopping and virtual try-on tools, enhancing user engagement and satisfaction.

Author Bio:

Simon Walker is an eCommerce consultant and marketing professional with over 12 years of experience. Currently, he serves as the marketing manager at FMEextensions, a leading Magento development company, where he oversees strategic marketing initiatives and contributes to the company’s growth and success.