What Is Social Commerce? Trends & Strategies for 2025 Marketers

A New Era of Shopping: One Tap, One Scroll, One Buy

Think back to the last time you bought something online. Did you set out to shop, or did that trendy jacket, glowing serum, or must-have kitchen gadget find you while you were scrolling?

That’s social commerce in action. It’s that sweet spot where discovery meets instant gratification, where a product shows up in your feed, feels like it was made just for you, and all it takes is a tap to make it yours.

By 2025, shopping will no longer be limited to e-commerce sites or Google searches. People, especially Gen Z and Millennials, are browsing, purchasing, and discussing products directly within their favorite apps. Brands that understand this shift aren’t just surviving; they’re thriving.

If you still see social media commerce as just influencer promos or product posts with likes, you’re already falling behind. The new wave of social e-commerce is immersive, smart, and highly effective. Let’s explore what it means, how it’s changing, and how you can create a strategy that reaches shoppers instantly.

What Exactly Is Social Commerce?

At its core, social commerce is the fusion of social media and online shopping. It’s when people browse, interact, and purchase products directly on social platforms without ever needing to leave the app.

So, instead of clicking a product ad and being redirected to a website, your audience can explore items, read reviews, ask questions, and check out all within Instagram, Facebook, TikTok, Pinterest, or even WhatsApp.

It’s more than just a shortcut. It’s a smoother, smarter, and more social way to shop.

And while social media marketing still focuses on engagement, likes, and traffic, social commerce closes the loop, turning interest into instant action.

Why Social Commerce Is Booming in 2025

If you’re questioning whether social commerce is on the rise, the answer is a resounding yes. It’s far more than a fleeting trend; it’s a transformative shift in how people shop today.

• Social commerce sales in the US are projected to surpass $114 billion by 2025.
• Globally, it’s projected to reach $1.2 trillion this year and grow steadily toward $8.5 trillion by 2030.
• And who’s fueling this? Gen Z and millennials. Nearly 8 out of 10 Gen Z users report having made a purchase directly through social media.
• Platforms like TikTok Shop have converted over 44% of their US audience into actual buyers. That’s not hype, that’s serious conversion power.
  

Whether you call it social ecommerce, social media commerce, or just the future of retail, one thing’s certain: people aren’t just browsing, they’re buying.

Read More: How Executives Can Craft a Winning Social Media Strategy in 2025

The Most Popular Social Commerce Platforms in 2025

Each platform brings its flavor to the social commerce game. Here’s a quick guide to the biggest players and what they offer:

Facebook & Instagram

Still at the top when it comes to social commerce platforms. Both offer full storefronts, product tags, live shopping, and checkout all native in the app.

• Facebook has ~64 million buyers.

• Instagram follows close behind with 47 million.

TikTok Shop

This one’s the wild card and the fastest-growing. What started as dance trends turned into one of the most powerful social commerce platforms of this decade.

Users can purchase products directly from videos, live streams, and creator profiles. TikTok users make more frequent purchases and repeat purchases more often than on any other platform.

Pinterest

Perfect for visual shoppers and planners. With shoppable pins and curated boards, it quietly converts browsers into buyers, especially in the home, fashion, and DIY categories.

YouTube

Long-form video drives conversions here. Shoppable product links, video ads, and influencer tutorials all encourage consumers to purchase without leaving the video.

WhatsApp

Even messaging apps like WhatsApp are part of the social commerce movement. Brands use them to share product catalogs, manage orders, and respond to customer inquiries instantly. This form of chat-based shopping is especially popular across Asia, Latin America, and the Middle East.

The Benefits of Social Commerce for Brands and Marketers

Let’s get real: in a world of short attention spans, convenience wins. That’s why social commerce is such a powerful tool for marketers.

Here’s what you unlock:

• Frictionless Shopping: No need to redirect. Customers go from discovery to checkout in a single scroll.
• Social Proof That Sells: From reviews to UGC to creator demos, seeing real people use a product builds trust fast.
• Smarter Targeting: Platforms know what your audience likes, follows, saves, and shares. That’s gold for personalization.
• Higher Conversion Rates: Because it happens in the moment, while interest is still high.
• Scalable Revenue: Adding social commerce marketing to your funnel means an extra channel, not a competing one.
• Community-Driven Loyalty: Social isn’t just where people shop, it’s where they connect. Loyal fans become repeat customers and brand advocates.

2025 Social Commerce Trends You Can’t Ignore

This year, the industry is leveling up. Here’s what’s shaping the social commerce industry right now:

Live Shopping

Imagine a QVC-style shopping show hosted by a creator your audience trusts. TikTok and Instagram are doubling down on live commerce with massive returns.

AR/VR Try-Ons

Makeup, glasses, and shoes users can “try before they buy” using filters. It’s immersive, fun, and very effective for beauty and fashion brands.

Short Form Video = Product Discovery

People trust bite-sized, behind-the-scenes product clips more than polished ads. Reels, Shorts, and TikTok drive fast action.

Micro Influencer Marketing

Smaller creators with niche audiences are driving big conversions. They feel more relatable and authentic, making them perfect for UGC-style selling.

Conversational Shopping

DMs and comments become purchase channels. Add a chatbot, and you’ve got 24/7 conversion power.

How to Build a Winning Social Commerce Strategy

Now that you know where social commerce is going, let’s talk about how you get there:

• Pick the Right Platform: Are you speaking to Gen Z? Go to TikTok. Want visual storytelling? Instagram is your friend. Also, to optimize engagement on each platform, refer to our guide on the best times to post on social media to optimize your schedule.
• Make Your Content Shoppable: Use product tags in every post. Build out Instagram Shops or TikTok product pages. Don’t just post to sell.
• Collaborate with Influencers & Creators: From unboxings to tutorials to “Get Ready With Me” videos, authenticity sells.
• Launch Live Shopping Events: Show your products in action. Answer questions. Offer flash deals. It creates urgency and community.
• Leverage User-Generated Content: Nothing beats a happy customer showing off your product. Re-share and amplify.
• Automate & Optimize: Use chatbots to reply instantly. Track your conversion rates. Test what works. Then double down.

Examples of Social Commerce That Work

Let’s get specific:

• TikTok Beauty: A small skincare brand sold out three product lines in a week after a creator’s demo went viral.
• WhatsApp for Handmade Goods: A jewelry artist used chat-based selling to secure over 800 orders during a flash sale.
• Instagram Fashion Drops: Clothing labels run live shopping events, giving early access to followers and driving instant sellouts.

These aren’t unicorn cases; they’re happening every day. And they prove the power of building a social commerce strategy that fits your audience.

Final Take

In 2025, social commerce isn’t optional; it’s essential. With supercharged platforms, juicy trends like live shopping and AR, and audiences primed to click “Buy” at any moment, this is your moment. Build shoppable content, lean on UGC and influencers, and commit to tracking and testing.