What is Social Commerce?

Social commerce is the complete shopping experience, from product discovery to checkout, that happens directly within social media platforms. The process involves buying and selling products directly within social media platforms, eliminating the need to visit a separate website.

Unlike traditional e-commerce that redirects users to external websites, social commerce keeps the entire purchase journey within the social app itself. This seamless approach transforms casual scrolling into shopping opportunities, allowing users to buy products they discover without disrupting their social media experience.

It’s a growing trend where discovery, engagement, and conversion all happen in one place: on social media.

How Social Commerce Works

On social media platforms with social commerce features, like Instagram Shop or TikTok Shop, social commerce allows users to:

This frictionless path boosts conversions, especially on mobile, where ease and speed matter most.

Example: With TikTok Shop, a creator reviews a gadget in a viral video. A "Shop Now" button links to the product, allowing viewers to buy immediately while still watching content.

Benefits of Social Commerce

Social commerce is projected to reach $1.2 trillion globally by 2025, growing three times faster than traditional e-commerce. This rapid growth stems from reduced friction in the buying process: when consumers can purchase products with just a few taps after seeing them in their feed, conversion rates increase dramatically.

Benefits include: