Social Commerce: What Is It and How to Get Started in 2025?

Imagine spotting a stylish hoodie while scrolling Instagram, tapping “Shop Now,” and completing your purchase without ever leaving the app.

Or finding the perfect skincare product on Facebook, clicking “Buy,” and checking out in a few taps without leaving the platform.

That seamless experience is what social commerce is all about.

In simple terms, social commerce brings the entire shopping journey—discovery, research, and purchase—directly onto social media platforms used daily.

And it’s booming: shoppers today expect brands to meet them where they are, whether that’s on Instagram, Facebook, Pinterest, TikTok, or even YouTube.

For example, Statista’s Research Department has revealed that in 2025, sales through social media networks amounted to almost 18% of all e-commerce sales.

For that reason, I decided to define social commerce, explain how social ecommerce works, highlight the top social commerce best practices, and show you how to make the most of this growing trend to boost your brand’s sales and online visibility.

Let’s dive into the future of shopping!

What is social commerce?

So, how does social commerce work? It’s simple:

Social commerce is the use of social media platforms to promote, sell, and purchase products without leaving the platform.

‘Social commerce’ definition

You must have done it yourself, right? Instead of clicking a link to a separate website, you bought the product you discovered on the same social platform.

The best platforms for such an action include Instagram, Facebook, TikTok, and Pinterest, as they have a built-in seamless marketplace experience.

The goal of social commerce is simple: make shopping faster, easier, and more natural for users already engaging with brands in their favorite digital spaces.

While the idea of blending social media and shopping is not new, the real explosion of social ecommerce happened in recent years as platforms added more features like in-app checkout, product tags, live shopping, and shoppable videos.

In short, social commerce is where social shopping happens—the next generation of online shopping, right alongside likes, comments, and shares.

Social commerce vs. e-commerce

While e-commerce happens on standalone websites like Amazon or Shopify stores, social commerce keeps the entire shopping experience inside social media.

In e-commerce, shoppers leave a platform to visit an external website. In social commerce, they discover, browse, and buy without ever leaving Instagram, Facebook, TikTok, or Pinterest.

Here’s a short table covering the differences:

Social commerce	E-commerce
The entire shopping experience happens inside social media apps like Instagram, Facebook, TikTok, and Pinterest.	The shopping experience happens on external websites like Amazon, Shopify stores, or brand-owned webshops.
Shoppers browse, research, and buy without leaving the social platform.	Shoppers are directed from social media or ads to a separate site to complete purchases.
Focused on seamless, quick purchases within a social media feed.	Focused on detailed product browsing, brand storytelling, and often larger product catalogs.
Powered by social features like likes, shares, comments, and influencer marketing.	Powered by search engine traffic, paid ads, email marketing, and direct visits.

Social commerce vs. social media marketing

While social commerce is the social selling of products directly within social media channels, social media marketing drives referral traffic from social media to a website or online store. Thus, the entire experience happens outside the social site.

Benefits of using social commerce for your business

Social commerce is a powerful strategy to build loyalty and grow your brand where potential customers already spend their time for several reasons:

• Expand your audience reach effortlessly—social platforms attract billions of users daily, exposing your products to a wider, highly engaged target audience;
• Shorten the buying journey—customers can discover, research, and purchase products without leaving their favorite social apps, leading to faster conversions;
• Boost your SEO and website traffic—increased engagement and social sharing can drive more traffic to your website and improve your search engine rankings;
• Strengthen your brand visibility—consistent product visibility across feeds, stories, and videos reinforces brand recognition and builds deeper customer connections;
• Increase customer loyalty and retention—direct interaction on social channels fosters stronger relationships, encouraging repeat purchases and long-term loyalty;
• Tap into the shopping habits of Gen Z and Millennials—younger audiences prefer shopping via social media, making social commerce essential for future-proofing your brand;
• Easily track performance and ROI—built-in platform analytics make it simple to measure impressions, engagement, clicks, and sales all in one place.

As you can see, leveraging social commerce gives your brand the edge it needs to turn everyday scrolling into real business growth.

6 best social commerce platforms for your brand

Almost all social networks nowadays have integrated some sort of social commerce functionality, as that’s how social commerce works.

Therefore, checking out their native social commerce tools is key to connecting with customers and boosting your sales on social media.

So, here’s a closer look at the best social commerce platforms:

Instagram Shopping

Instagram Shopping makes it easy for brands to create a storefront right inside the Instagram app. That way, users can discover products, browse collections, and complete purchases on the platform, which makes Instagram one of the strongest social commerce players.

Here are the main ways you can sell products on Instagram:

• Shopping in feed—tag products directly in your photo or carousel posts so social media users can tap and view details instantly;
• Shopping in Stories—add product stickers to your Instagram Stories, allowing followers to shop straight from your Story content;
• Shopping in Explore—get your shoppable posts featured in the Explore tab, where users actively search for new brands and products;
• Shopping in Reels—tag products in your Instagram Reels to blend product discovery with entertainment and drive faster purchases;
• Live shopping events—host live streams where you showcase products and allow viewers to purchase items in real-time during the broadcast;
• Instagram product detail pages (PDPs)—create dedicated product pages inside Instagram that pull in relevant product info, pricing, and checkout links.

To open an Instagram Shop for your brand, meet the following requirements:

• Have an Instagram Business or Creator account connected to a Facebook Page;
• Sell physical products that comply with Instagram’s commerce policies;
• Operate in a country where Instagram Shopping is supported;
• Set up a product catalog through Facebook Commerce Manager;
• Own a domain from which you intend to sell and which lists your products.

Once approved, you can start tagging products across your content and build a full social commerce experience inside your Instagram profile.

To learn more about all the shopping options on Instagram and how you can get started, check out the step-by-step guide we have created for you.

Also, check our blog post “Instagram New Features Every Marketer Should Know: 2025 Edition” to learn more about upcoming Instagram updates.

Facebook Shops

Facebook Shops make it easy for businesses to build an online storefront directly within Facebook, creating a mobile-first shopping experience that feels natural to users.

Then, brands can showcase their products, highlight collections, and allow potential customers to browse, save, and even purchase without leaving the app.

Setting up a Facebook Shop is simple. Here’s what you’ll need:

• Have a Facebook Business Page;
• Create a Facebook Commerce Manager account;
• Upload an existing product catalog or create one from scratch;
• Comply with Facebook’s Commerce Eligibility Requirements;
• Connect your shop to an e-commerce partner if you want to enable checkout on Facebook (available in select countries).

Once your shop is live, customers can message you directly through Messenger, Instagram Direct, or WhatsApp, and you can build stronger relationships and trust.

Plus, if you already sell on Instagram, you can manage both your Facebook and Instagram Shops from one central place inside Commerce Manager.

With millions of users engaging with brands every day, Facebook Shops provide a seamless way to turn product discovery into conversions, right in the app.

Pinterest Shopping

While Pinterest may not have a traditional storefront like Instagram or Facebook, it has evolved into a powerful social commerce platform through its unique shopping features—users discover ideas and products, making it an ideal place to connect with shoppers.

Businesses can set up Pinterest Shopping by uploading a product catalog and creating Product Pins that display real-time pricing, availability, and product descriptions. Plus, they update as your inventory changes, ensuring users always see the latest information.

Pinterest also offers features like Shopping Ads, Shop the Look Pins, and the Pinterest Shop tab, allowing users to easily explore and buy products they find.

To get started with Pinterest Shopping, you’ll need to:

• Set up a Pinterest Business account;
• Claim your website on Pinterest;
• Upload your product catalog through Pinterest Catalogs;
• Ensure your products comply with Pinterest’s Merchant Guidelines;
• Enable Product Pins and organize your products into collections.

With around 9 out of 10 Pinterest users saying the platform influences their purchase decisions, Pinterest provides an incredible opportunity to turn inspiration into real sales—especially for brands in fashion, home decor, beauty, and lifestyle categories.

To learn more about how you can level up your marketing game using Pinterest, check out our Pinterest Story Pins guide.

Twitter Shops

Although X (Twitter) is better known for real-time conversations than shopping, it has introduced several social commerce features to help brands boost sales.

Twitter Shops allow businesses to create a dedicated shopping section on their profiles where they can showcase up to 50 products.

When users tap “View Shop,” they can browse the collection and click through to buy products directly from the brand’s website.

In addition to full Shops, Twitter also offers Shop Spotlights—smaller storefronts displayed at the top of a business profile, making it easier for mobile users to discover and browse featured products without scrolling too far.

To set up shopping on Twitter, you’ll need:

• A Twitter Professional Account;
• Compliance with Twitter’s Merchant Policies;
• A U.S.-based business (for now, Twitter Shops are primarily available in the U.S.);
• A product catalog uploaded and connected through Twitter’s commerce setup.

X (Twitter) offers brands a powerful way to combine real-time engagement with product discovery—especially during events, product launches, and hashtag campaigns.

As X (Twitter) continues to invest in commerce tools, early adopters have the chance to stand out and build stronger customer relationships directly through their profile.

TikTok Shop

TikTok Shop has quickly positioned TikTok as a leader in social commerce, combining viral entertainment with instant shopping opportunities.

Brands can tag products directly in their videos, livestreams, and creator collaborations, allowing users to discover and purchase without ever leaving the app.

Beyond standard product tagging, TikTok offers live shopping events, shoppable ads, and in-feed product showcases that blend seamlessly into the user experience, which makes it easy to turn viral moments into real-time conversions.

To start selling on TikTok Shop, you’ll need:

• A TikTok Business Account;
• A registered business that meets TikTok’s Seller Terms;
• An approved TikTok Shop account (available in select countries);
• A connected product catalog or listings uploaded through TikTok’s Seller Center.

Thanks to its unique algorithm and content-first approach, TikTok gives even small brands the chance to reach massive audiences, build buzz quickly, and drive impulse purchases in a highly engaging format.

YouTube Shopping

YouTube Shopping allows brands and creators to turn video content into a fully shoppable experience. With product tagging now available across regular videos, Shorts, livestreams, and even within a channel’s store tab, YouTube has evolved into a powerful social commerce platform for product discovery and buying.

Viewers can explore products showcased in a video, see detailed information without leaving YouTube, and complete their purchase seamlessly, either through connected stores like Shopify or through external links.

To activate YouTube Shopping for your brand, you’ll need:

• A YouTube Partner Program–eligible channel;
• Compliance with YouTube’s monetization and commerce policies;
• A connected e-commerce platform (like Shopify) or a Google Merchant Center account;
• Product listings approved and synced with YouTube’s Shopping features.

With millions of viewers turning to YouTube for product reviews, tutorials, and unboxings, selling directly through video creates a powerful way to reach high-intent audiences and close the gap between inspiration and purchase.

5 social commerce best practices

To get your social commerce strategy off to the very best start, here are several best practices that you can implement right away:

1. Promote your upcoming products

The apparel retailer Zara offers a good example of how to increase demand for your products even before they land on the market, as they promote them ahead of time:

2. Merge your social commerce with your e-commerce platform

If you manage an e-commerce platform, you can set up an omnichannel strategy through it, as you can connect all your sales channels to it, including your social media.

3. Sell low-cost products before anything else

Online shoppers are on social media for enjoyment, without thinking of splurging on expensive products. Thus, it’s more likely to make a sale if you focus on low-cost products. Just think about it: they won’t buy a $500 bag on impulse via an Instagram story ad.

4. Collect users’ email addresses

It’s easier to do upselling after you have sold them something less expensive. Once you’ve made that first sale, grab their email address to utilize in an email marketing strategy. You need to nurture the relationship and build trust before you can ask for the big sale, right?

5. Stimulate and generate social proof

Social proof is becoming a crucial part of every digital marketing strategy nowadays, and you can easily get some via a social media monitoring platform like EmbedSocial. It gives you all the insights you need to find conversations and reviews around your brand on social media.

Do more with social commerce: Use EmbedSocial!

Taking advantage of social commerce is about creating smooth, inspiring shopping experiences across every channel. That’s where EmbedSocial comes in:

We help you transform your social media feeds into ‘Shop My Feed‘ experiences that turn engagement into real sales. Here’s how EmbedSocial helps you do that:

• Shoppable social media widgets—embed your Instagram, Facebook, TikTok, or YouTube feeds on your website with clickable CTAs that drive purchases;
• Social media listening—track mentions, hashtags, and user-generated content to discover and showcase authentic customer posts;
• Customizable shopping galleries—design beautiful, branded displays that match your website’s style and drive higher conversions;
• Direct product tagging—link specific products to social media posts for seamless browsing and checkout experiences via a shoppable UGC widget;
• Analytics and performance insights—measure clicks, conversions, and engagement across all your embedded social feeds to optimize results.

Whether you want to boost product discovery, build trust with user-generated content, or create fully integrated shopping journeys, EmbedSocial gives you the tools to make social commerce effortless and effective. So, why not build this high-performing sales channel today?

Here’s a glimpse into what you are getting: a live shoppable UGC feed:

Note: EmbedSocial’s widgets are fully customizable, and you can change everything from the template to the individual colors, buttons, banners, and more. You can even use custom CSS code to get just the right look that fits with your website design.

Conclusion: Social commerce is where your customers are!

If your customers are scrolling, they’re shopping online.

That’s the magic of social commerce—it meets people where they’re already spending time and turns engagement into effortless social commerce sales.

By embracing platforms like Instagram, Facebook, Pinterest, and TikTok, your brand can turn product discovery into instant conversions.

With the right strategy and tools, your business can deliver a smooth, native Instagram shopping experience that feels personal, fast, and fun.

The process works great on every other social media platform with social commerce features like TikTok, Facebook, Pinterest, YouTube, and more.

So whether you’re just getting started or ready to scale, now’s the perfect time to tap into the power of social commerce trends and start selling.

Want to level up your social commerce game? Start by adding a shoppable UGC widget to your social commerce websites with EmbedSocial. 👈

FAQs about social commerce

What is the meaning of social commerce?

Social commerce means using social media sites to sell products directly to consumers without redirecting them to an external website, and as such, combines shopping with social engagement, making it easy for users to purchase products via apps.

How does social commerce work?

Social commerce works by turning social media content into shopping opportunities. Brands showcase products in posts, stories, or videos, and users can tap on a product to view details and complete the purchase. It merges product discovery with instant buying.

What is a social commerce platform?

A social commerce platform is a social media network—like Instagram, Facebook, Pinterest, or TikTok—that allows users to shop within the app. These platforms offer tools like product tags, in-app checkout, and shoppable posts to streamline the buying experience.

What is an example of social commerce?

A simple example of social commerce is when a user sees a brand’s Instagram Reel featuring a new jacket, taps the product tag, and checks out without leaving Instagram. Platforms like Facebook Shops, Pinterest Product Pins, and TikTok Shop all enable this experience.

What are the best practices for using social commerce in online marketing?

To get the most out of social commerce for online marketing, focus on:

Tracking results with built-in platform analytics.

Showcasing visually appealing, authentic content;

Prioritizing low-friction purchases with in-app checkout;

Using social proof like reviews and UGC to build trust;

Promoting products with influencers and social media advertising;