Social commerce
Also called shoppable posts, social shopping, Instagram Shopping, TikTok Shop
What is social commerce?
Social commerce is buying and selling products directly within social media platforms, without the customer leaving the app or with only a short step to the store. It includes shoppable posts with product tags, in-app shops, live shopping streams, creator affiliate links and checkout features such as TikTok Shop and Instagram's shopping tools.
It differs from using social media to send traffic to a website. In social commerce, discovery and purchase happen together: someone sees a product in a video, taps a tag and buys it. Features and availability vary by platform and country, and platforms change them often.
Creators play a big part. Affiliate programs let creators tag products and earn a commission, which makes influencer marketing and user-generated content key drivers of social sales.
Why social commerce matters
Every extra step between seeing a product and buying it loses customers. Social commerce shortens that path, which can lift conversion rate, especially for impulse-friendly products.
It also meets shoppers where they already discover products. For many people, short video feeds have become a place to find things to buy.
How to start selling on social media
- Check which shopping features are available on your platforms in your country.
- Connect your product catalog through the platform or your ecommerce provider.
- Tag products in posts, Reels and Stories.
- Show products in use in short videos rather than only catalog photos.
- Consider creator affiliates to extend reach.
Social commerce FAQ
What is an example of social commerce?
A shopper sees a short video of a product, taps a product tag and checks out in the app, or buys during a live shopping stream.
Is social commerce right for every business?
It suits physical products with visual appeal and a simple purchase. Services and high-consideration products usually still need a website, a booking page or a sales conversation.
Related terms
Link in bio is the single clickable link in a social profile, often pointing to a landing page that lists several links, offers or products.
Influencer marketing is paying or partnering with creators who have an engaged audience to promote a product in their own content and voice.
Conversion rate is the percentage of people who take a desired action, like buying or signing up, out of everyone who could have.
User-generated content (UGC) is content made by customers or fans, not the brand: photos, videos, reviews and posts about a product.
Paid social is advertising on social platforms like Instagram, TikTok, Facebook and LinkedIn, where you pay to show posts to a chosen audience.