The online shopping journey has officially entered its social era. In 2025, it’s no longer just about browsing websites—customers are discovering, exploring, and buying products all within their favorite apps. The line between content and commerce has blurred, creating new opportunities for brands to connect, convert, and grow.
Global social commerce sales are projected to hit $2.9 trillion by 2026 (Appnova), a clear signal that this isn’t a passing trend. From Gen Z shopping on TikTok to live shopping events on Instagram and Facebook, social media platforms are becoming digital storefronts—and brands that embrace these tools early are already reaping the rewards.
From Social Selling to Social Commerce
While social selling focuses on relationship-building and positioning a brand as an expert, social commerce is more transactional, using tools like in-app checkout and shoppable posts to streamline the buying process. As Activated Scale puts it:
“The foundation of social selling is developing rapport and trust with your target audience… Social commerce, on the other hand, is more about direct selling” (Activated Scale).
In 2025, this distinction is important. While you still want to build community and share value, you also need to meet consumers’ growing expectations for seamless, in-app purchasing.
What Social Commerce Looks Like Today
Every major platform has integrated social shopping features to meet demand. Here’s a quick overview of what’s driving conversions:
- Shoppable posts and stories: Especially popular on Instagram and Facebook, these let users tap a product and purchase it directly.
- In-app checkouts: Instagram Checkout and Facebook Shops remove the friction of leaving the app.
- Live shopping events: TikTok, Facebook, and Instagram allow real-time product showcases and purchases.
- Social-first ads: Pinterest and TikTok let brands run ads that link directly to product listings.
- Seamless catalog integration: Syncing your Shopify or WooCommerce catalog with social platforms ensures your inventory stays up-to-date.
- Retargeting & analytics: Tools like Meta Pixel help brands recover abandoned carts and retarget high-intent shoppers.
This level of integration means that brands can connect with consumers at the point of inspiration, not just the point of sale. As Appnova explains, “this seamless blending of e-commerce and social media creates a win-win” for both sides.
Know Your Audience and Platform
Not all platforms serve the same audience, and successful brands understand how to tailor their presence:
- TikTok Shop is a Gen Z favorite, with 54% of Gen Z users shopping on the platform (Total Retail). Creative, authentic, and dynamic content works best here.
- Facebook Shop remains strong, especially among older demographics. It leads with 39% of social shoppers naming it their go-to.
- Instagram Shop continues to dominate for fashion, beauty, and lifestyle brands thanks to its visual-first approach.
- Pinterest is ideal for DIY, planning, and product discovery, with conversion-friendly Pins and searchability.
And who’s driving the growth? Surprisingly, men are slightly ahead of women in expected shopping increases—38% of men plan to shop more via social in 2025, compared to 27% of women (Total Retail).
Best Practices for Selling on Social in 2025
If your brand is ready to dive into the world of social commerce, here are some best practices to keep top of mind:
- Focus on native content: Create platform-first visuals and messaging that feel organic, not overly promotional.
- Use user-generated content: Shoppers trust content from other customers more than polished brand photos.
- Streamline the shopping experience: Ensure your checkout flow is as smooth as possible—bonus points for in-app purchasing.
- Engage, don’t just sell: Respond to comments, reply to DMs, and create two-way conversations.
- Leverage data: Use retargeting, performance tracking, and A/B testing to optimize your approach.
- Try live selling: Even starting with one live event can boost your reach and engagement.
As Karbon Creative points out, brands that approach social commerce with intentionality—rather than just pushing products—tend to see the strongest returns (Karbon Creative).
Looking Ahead
Social commerce isn’t replacing e-commerce—it’s enhancing it. It’s meeting people where they are, turning their daily scroll into a curated, convenient shopping experience. As the space continues to evolve, brands that invest in creative content, data-driven strategies, and customer-centric tools will be positioned to grow and thrive in the future of online shopping.
Works Cited
Activated Scale. “How to Sell on Social Media: Strategies That Work in 2025.” Activated Scale, https://www.activatedscale.com/blog/how-to-sell-on-social-media-strategies. Accessed 1 June 2025.
Appnova. “How to Leverage Social Media Shopping Features to Boost Sales.” Appnova, https://www.appnova.com/how-to-leverage-social-media-shopping-features-to-boost-sales/. Accessed 1 June 2025.
BigCommerce. “Social Commerce: How Social Media Is Changing the Ecommerce Landscape.” BigCommerce, https://www.bigcommerce.com/articles/omnichannel-retail/social-commerce/. Accessed 1 June 2025.
Forbes Business Council. “The Power of Social Media in Modern Marketing.” Forbes, 9 Oct. 2024, https://www.forbes.com/councils/forbesbusinesscouncil/2024/10/09/the-power-of-social-media-in-modern-marketing/. Accessed 1 June 2025.
Karbon Creative. “The Rise of Social Media Shopping in 2025.” Karbon Creative, https://www.karboncreative.co.uk/the-rise-of-social-media-shopping-in-2025/. Accessed 1 June 2025.
Launch Consulting. “Social Commerce Unleashed: How Shopping on Social Media Is Redefining Customer Experience.” Launch Consulting, https://www.launchconsulting.com/posts/social-commerce-unleashed-how-shopping-on-social-media-is-redefining-customer-experience. Accessed 1 June 2025.
Onecore DevIT. “Social Commerce Trends: Integrating Social Media and E-Commerce for Success in 2025.” Onecore DevIT, https://onecoredevit.com/news-and-insights/e-commerce/social-commerce-trends-integrating-social-media-and-e-commerce-for-success-in-2025/. Accessed 1 June 2025.
Sprout Social. “Social Commerce: What You Need to Know.” Sprout Social, https://sproutsocial.com/insights/social-commerce/. Accessed 1 June 2025.
Total Retail. “Understanding Social Media Buying Trends to Drive 2025 Sales.” Total Retail, https://www.mytotalretail.com/article/understanding-social-media-buying-trends-to-drive-2025-sales/. Accessed 1 June 2025.
