Social commerce – from likes to purchases: How social networks will become leading e-commerce platforms
Social commerce is transforming online shopping and opening up new business opportunities. With the growing influence of social networks like Facebook, Instagram, and TikTok, sales are happening where consumers spend a lot of their time. By 2025, social commerce is expected to reach new heights, becoming a key driver of e-commerce growth.
What is social commerce?
Social commerce integrates the entire purchasing process – from product browsing to payment – directly into social networks. This simplifies the user experience and increases the chances of a successful purchase. Companies can use social networks not only for marketing but also for direct sales, making this approach a powerful tool for modern businesses.
Facebook and Instagram: Leaders in Social Commerce
Facebook offers Facebook Shops, a comprehensive platform that allows merchants large and small to create customized online stores. Users can browse, add to cart, and purchase products directly in the app. Facebook Marketplace also remains a popular tool for local sales.
Instagram, with its visually-oriented features, is becoming the perfect place to showcase products. With Instagram Shopping, businesses can tag products in posts and stories, and the “Checkout” feature allows for completing purchases without leaving the app. Video content through Reels and IG Live further enhances audience engagement.
TikTok: The New Wave in Social Commerce
TikTok is one of the fastest-growing social commerce platforms. With TikTok Shop, businesses can sell directly from their videos by integrating product links. The platform’s algorithm, based on user preferences, ensures that ads reach the right audience. Live-streaming sales are also a key feature, allowing for interactivity and instant purchase.
How will social commerce change e-commerce?
- More interaction and personalization: Consumers prefer interactive content. Videos and live streaming create an emotional connection and engagement, which increases the chances of a purchase.
- Reducing purchase steps: Social shopping integration eliminates the need to redirect to a separate site, leading to higher conversion.
- Promotion through influencers: Working with influencers helps build trust and reach new markets.
How can businesses benefit?
Companies looking to increase their sales through social commerce should invest in quality content that captures consumers' attention. Product demo videos, fun and interactive campaigns, and the use of live streaming for direct sales are among the most effective approaches.
Looking Ahead: Participate in Balkan eCommerce Summit 2025
If you want to learn more about social commerce and understand how to use its capabilities to grow your business, don't miss Balkan eCommerce Summit 2025This is the largest e-commerce event in the Balkans, which will be held on April 29 and 30, 2025 in Sofia. The forum will bring together leading experts who will share good practices and innovations related to digital transformation and new trends in online shopping.
The Ruse Chamber of Commerce and Industry, as a partner of the event, invites you to join and expand your knowledge and contacts in the dynamic world of e-commerce.
