Social Media
What is social commerce?
Social commerce is the integration of shopping directly into social media platforms — allowing users to discover, browse, and purchase products without leaving the app. TikTok Shop, Instagram Shopping, and YouTube Shopping have transformed social platforms from awareness channels into full-funnel sales engines. It shortens the path from discovery to purchase to a single session.
Key Considerations
- TikTok Shop is the fastest-growing social commerce channel globally
- Authenticity drives conversion — overly polished ads underperform genuine creator content
- Live shopping events generate urgency and significantly higher conversion rates
- Attribution and analytics remain challenging compared to traditional ecommerce