In this article, we explore everything from the definition of social commerce to how top platforms currently support it.<\/p>\n
What is social commerce?<\/h2>\n
Social commerce<\/a>, otherwise known as social shopping or social media shopping, is the use of social media to sell products directly to consumers. By definition, social commerce is a type of eCommerce. However, there\u2019s a key difference between true social commerce and other types of eCommerce.<\/p>\n Social commerce is also not the same as social media marketing<\/a> \u2013 though they may be besties. If you\u2019re using social media to promote your brand, that\u2019s marketing. However, the goal of social commerce is to sell products directly on social media platforms.<\/p>\n If your brand has built up a following on social media, social shopping allows you to monetize your pre-existing audience. If you\u2019re in the earlier stages of building a social presence, your audience and your social commerce activities can grow in tandem.<\/p>\n Brands can set up shoppable storefronts on platforms like Instagram, Facebook, Pinterest, and TikTok, allowing customers to discover, browse, and purchase products without leaving the app.<\/p>\n Social commerce features such as product tags, shoppable posts, and in-app checkout streamline the buying process, reducing friction and increasing conversion rates.<\/p>\n To see social commerce in action, let\u2019s take a look at Old Navy\u2019s Instagram shop. Through its in-app store, Old Navy can centralize and manage the social shopping experience.<\/p>\n Potential customers can click on links in Stories or Highlights to access the shop and browse product collections on various themes, such as women\u2019s denim. There, they can click on images to see more details and make a purchase.<\/p>\n The outlook is bright for social shopping. By the end of 2026, social commerce sales are expected to surpass $100 billion<\/a> for the first time. The seamless integration of shopping into the social media experience can clearly be extremely beneficial for brands.<\/p>\n What does embracing social commerce allow brands to do?<\/p>\n Let\u2019s discuss just a few of the advantages:<\/p>\n Almost half of consumers<\/a> use social media to research and compare products they want to buy. That means social shopping is a part of their normal scrolling behavior. By having a social commerce presence and posting shoppable content, your brand meets them where they hang out.<\/p>\n Social commerce eliminates extra steps for shoppers. It removes barriers, such as having to navigate to your website to make a purchase, that could prevent them from buying your product right then and there. As a result, consumers are less likely to hesitate before making a purchase and are less likely to abandon the transaction before completing it.<\/p>\n As marketers know, social media platforms supercharge your ability to target niche audiences and deliver hyper-personalized messaging to individual consumers. With social commerce, you can utilize these capabilities to reach the exact right shoppers and generate direct sales.<\/p>\n Many different types of consumer products can benefit from social commerce.<\/p>\n What products are the best fit?<\/p>\n A successful social commerce program can deliver enormous benefits when properly implemented. But if you don\u2019t overcome the most common challenges, your efforts might fall flat.<\/p>\n Let\u2019s explore the most common roadblocks to social commerce success and how to avoid them.<\/p>\n Knowing your audience and your market is key. Younger shoppers tend to spend more time on social media and may be more eager than older age groups to buy products on social networking platforms. However, different things motivate different demographics to make a purchase.<\/p>\n Solution:<\/strong> Cater to different shopping preferences. Think about your ideal customer and where they spend the most time, and ensure that your shop is targeted to them on the right platform.<\/p>\n Consider the following data<\/a>:<\/p>\n If you\u2019re setting up a social commerce shop on one platform, you\u2019re likely also selling across several other platforms, including traditional eCommerce.<\/p>\n If you don\u2019t have a unified inventory system, you could be offering products on your social shops that aren\u2019t actually available at the time of purchase, leading to disappointed and frustrated customers.<\/p>\n Solution:<\/strong> Synchronize inventory with automated updates. Ensure that your inventory tracking system includes all sales platforms and that your customer service team can access this information. If an item is low in stock or sells out, you\u2019ll want that to automatically update across your social shops.<\/p>\n When it comes to social media engagement<\/a>, it\u2019s easy to respond to comments offering praise and support for your brand. But if you don\u2019t also answer thornier, more tactical questions promptly and with a clear explanation, you risk losing social commerce sales.<\/p>\n For example, a customer might comment on a post, \u201cWhy can\u2019t I complete my purchase for this bracelet?! So frustrating!\u201d That\u2019s an opportunity to save a sale, create a repeat customer, and protect your brand\u2019s reputation, if handled correctly.<\/p>\n Solution: Use social listening tools<\/a> to ensure you never miss a social commerce comment or DM. Even the most attentive social media manager can\u2019t monitor your brand mentions across every platform<\/a>, 24\/7. With social listening tools<\/a>, you can be sure to respond to every comment that is causing friction in your social commerce experience, whether that\u2019s in a customer\u2019s post, on your brand\u2019s posts, or in DMs.<\/p>\n To win over social shoppers, companies need to invest in resources that help them provide fast, effective social media customer service<\/a> on every platform where they have a presence.<\/p>\n Shoppers browsing your brand\u2019s social shop will expect to get support and information using the social network\u2019s messaging features (such as Facebook Messenger) as opposed to having to reach out through another channel.<\/p>\n Not only must brands be able to provide effective social media customer service<\/a>, but agents also need the right information at their fingertips to provide quick and accurate answers. Fifty-eight percent<\/a> of social media users say that it\u2019s important that brands they buy from respond to their customers\/followers on social media.<\/p>\n With the lightning-fast nature of social media, questions can come quickly, and shoppers expect fast answers. Otherwise, they may start to search elsewhere, which takes them out of the social commerce experience and potentially prevents a sale. According to survey data, 32% of customers expect a DM response within an hour<\/a> of sending it.<\/p>\n A superior level of customer service support is likely to lead to more completed purchases and more repeat sales. By the same token, slow or inadequate support could prompt shoppers to leave and never come back.<\/p>\n The major social networking apps see social shopping as the future, and they are constantly competing to add more features and functionality. They generally provide merchants with similar core capabilities, including the ability to create shoppable content and deliver in-app buying experiences. Nonetheless, each channel offers a unique mix of tools and potential benefits for companies involved in social commerce.<\/p>\n So what are the powerhouses of social commerce today?<\/p>\n Facebook<\/a> remains a powerhouse in social commerce, leveraging its massive user base and sophisticated shopping tools. Facebook Shops enables merchants to create customized digital storefronts where customers can browse and purchase without leaving the platform. The integration with Meta\u2019s commerce manager allows brands to manage inventory, track performance, and adjust strategies in real-time.<\/p>\n Live shopping<\/a> has become increasingly popular on Facebook, with brands hosting interactive broadcasts that combine entertainment and commerce. Viewers can ask questions, see products in action, and make purchases during these streams, creating an engaging shopping experience that bridges the gap between online and offline retail.<\/p>\n Instagram has transformed from a photo-sharing app into a robust shopping destination, particularly appealing to fashion, beauty, and lifestyle brands.<\/p>\n The platform\u2019s shopping features now include product tags in posts, Stories, and Reels, allowing brands to showcase items in authentic lifestyle contexts. Instagram\u2019s algorithm<\/a> favors shopping-related content, and 44% of users shop on the platform every week<\/a>.<\/p>\n Instagram is currently the social commerce G.O.A.T. in terms of revenue, but TikTok is following quickly on its heels. Instagram\u2019s commerce revenue is estimated at $37.2 billion in 2024<\/a>. TikTok Shop revenue surged 650% to $33.2 billion<\/a> in the same year.<\/p>\n TikTok has quickly emerged as a leader in social commerce. Eleven percent of all U.S. households<\/a> made a purchase on TikTok since the Shop was introduced. Roughly half of all TikTok users<\/a> make a purchase there at least once a month.<\/p>\n TikTok\u2019s short-form video format has proven particularly effective for product demonstrations and authentic brand storytelling. More than half<\/a> of marketers using TikTok sell products or services through TikTok Shop, and over 398,000 U.S. merchants<\/a> are selling on the platform.<\/p>\n The platform\u2019s partnership with Shopify has streamlined the selling process, allowing merchants to manage their TikTok shop through familiar tools. The platform\u2019s high engagement rate of 2.5%<\/a> and its influence over Gen Z make it an essential channel for brands targeting younger audiences.<\/p>\n YouTube has evolved beyond its role as a content platform to become a significant player in social commerce. The platform\u2019s shopping features now include shoppable ads that enable direct purchases that don\u2019t interrupt the viewing experience. The platform\u2019s AI-enhanced features provide personalized product recommendations based on viewing history and engagement patterns. This sophisticated targeting, combined with YouTube\u2019s massive reach, makes it particularly effective for detailed product demonstrations, reviews, and tutorial content that drives purchase decisions.<\/p>\n One bonus for selling on YouTube is critical mass. YouTube consistently has the highest number of estimated Monthly Active Users (MAU)<\/a>: 2.5-3.9 billion, with Facebook second (2.1-3.06 billion MAU) and Instagram and TikTok with about half as many. Plus, users spend more than twice as much time on YouTube as they do on Instagram.<\/p>\n WhatsApp has introduced robust commerce features<\/a> that transform business messaging into a complete shopping experience. The platform\u2019s product messaging capabilities now include single- and multi-product showcases, allowing businesses to display up to 30 items in a single message.<\/p>\n Advanced cart functionality allows users to leave the app and return to their cart, retaining what they\u2019ve already added, to reduce cart abandonment.<\/p>\n The platform\u2019s integration with Facebook\u2019s Commerce Manager enables real-time updates to product catalogs and inventory management. Recent updates include enhanced group chat features, improved video call quality, and document scanning capabilities, making it easier for businesses to provide comprehensive customer service alongside their commerce offerings.<\/p>\n While they are not comprehensive, other social platforms continue to develop their commerce capabilities. X has enhanced its conversational commerce features. Pinterest stands out with 85% of weekly U.S. Pinners making purchases based on Pins<\/a>, while Snapchat leverages its AR technology for virtual try-ons, reaching 453 million users<\/a> with innovative shopping experiences.<\/p>\n Looking ahead, social commerce will only continue to grow<\/a> at a predicted average growth rate of 31% each year..<\/p>\n Expect to see more emerging platforms like Meta Quest, a VR shopping experience<\/a>. And while growing X competitor Bluesky doesn\u2019t yet have native shopping integrations, some experts are predicting<\/a> that it could be the next major player in social commerce, with its decentralized and customizable nature as an advantage.<\/p>\n As AI enables more brands and platforms to scale quickly, it\u2019s essential to keep an eye on where your ideal customers are flocking online. The best way to capture the power of social commerce is to meet your customers in spaces where they already love to hang out, and offer them seamless options to purchase that enhance, not detract from, their experience on social media.<\/p>\n"}],"sidebar_type":"sticky","sidebar_builder":[{"acf_fc_layout":"table_of_contents","title":"TABLE OF CONTENTS","type":"automatic","links":false}],"resource_feed_group":{"show_section":true,"section_subhead":"","section_headline":"Insights from Emplifi","section_text":" Explore our latest blogs and comprehensive guides designed to help you master customer experience strategies and drive growth.<\/p>\n","feed_type":"resources","use_recent_resources":true,"topic_filter":63,"resources":false,"custom_links":false},"remove_gtm":false,"custom_card_title":"An introduction to social commerce: What brands need to know in 2026","hero_hide_subhead":false,"left_sidebar_add_cta":true,"faqs_group":{"show_section":false,"section_subhead":"","section_headline":"","section_text":"","faqs":false,"disclaimer_text":"","add_additional_sections":false,"additional_faq_sections":false},"left_sidebar_cta_headline":"Product Tour: Master the three pillars of social success: Listening, community, and care","left_sidebar_cta_text":"","left_sidebar_cta_button":{"title":"Watch now","url":"https:\/\/emplifi.io\/product-tours\/master-the-three-pillars-of-social-success-listening-community-and-care\/?utm_source=emplifi&utm_medium=organic-search&utm_campaign=blog-article-cta&utm_term=global&utm_content=product-tour","target":""},"sidebar_left_featured_resource":1578,"left_sidebar_type":"sticky"},"_links":{"self":[{"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_posts\/1625","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_posts"}],"about":[{"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/types\/resource_posts"}],"up":[{"embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_posts\/3412"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/media\/1626"}],"wp:attachment":[{"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/media?parent=1625"}],"wp:term":[{"taxonomy":"resource_topics_tax","embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_topics_tax?post=1625"},{"taxonomy":"resource_types_tax","embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_types_tax?post=1625"},{"taxonomy":"resource_industries_tax","embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_industries_tax?post=1625"},{"taxonomy":"resource_visibility_tax","embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_visibility_tax?post=1625"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
How does social commerce work?<\/h2>\n
![\"Example](\"https:\/\/emplifi.io\/wp-content\/uploads\/2021\/09\/Picture-1-473x1024.png\")
<\/p>\n![\"Example](\"https:\/\/emplifi.io\/wp-content\/uploads\/2021\/09\/Picture-1-1-473x1024.png\")
<\/p>\n![\"Example](\"https:\/\/emplifi.io\/wp-content\/uploads\/2021\/09\/Picture-1-2-473x1024.png\")
<\/p>\nWhy is social commerce important for brands?<\/h2>\n
Sell to consumers where they are<\/h3>\n
Make sales fast and seamless<\/h3>\n
Drive sales through personalization<\/h3>\n
What kind of products sell the best on social media?<\/h2>\n
![\"Example](\"https:\/\/emplifi.io\/wp-content\/uploads\/2021\/09\/Picture-1-473x1024.jpg\")
<\/p>\n\n
How to avoid the 3 biggest social commerce mistakes<\/h2>\n
Mistake 1: Using a one-size-fits-all approach across platforms<\/h2>\n
\n
Mistake 2: Not tracking inventory across platforms<\/h2>\n
Mistake 3: Ignoring comments or messages about the shopping experience<\/h2>\n
![\"\"](\"https:\/\/emplifi.io\/wp-content\/uploads\/2021\/09\/Picture-1-3-723x1024.png\")
<\/p>\nWhy customer service is essential to social commerce<\/h2>\n
![\"\"](\"https:\/\/emplifi.io\/wp-content\/uploads\/2021\/09\/Picture-1-4-1024x481.png\")
<\/p>\nThe top channels for social commerce<\/h2>\n
Facebook: the social commerce pioneer<\/h2>\n
Instagram: Visual commerce leader<\/h2>\n
TikTok: The fast-growing commerce platform<\/h2>\n
YouTube: The video commerce revolution<\/h2>\n
\nYouTube\u2019s Shopping Collections allow creators to showcase up to 30 products per channel<\/a>, creating curated shopping experiences that feel natural within their content.<\/p>\nWhatsApp: Business messaging meets commerce<\/h2>\n
Additional shopping platforms<\/h2>\n
Final thoughts on social commerce<\/h2>\n