Social commerce enables purchasing directly within social media platforms, removing friction between discovery and purchase. It is growing rapidly, especially among younger consumers.

Social Commerce Platforms

View Platform Features

Instagram Shopping: Product tags, Shop tab, checkout (US)
Facebook Shops: Full storefront within Facebook
TikTok Shop: In-app purchases, live shopping
Pinterest: Product pins, shopping spotlights
YouTube Shopping: Product tagging in videos

Why Social Commerce Works

  • Reduces friction (discover and buy in one place)
  • Leverages social proof
  • Enables impulse purchases
  • Native to where users spend time
  • Integrates with influencer content

Live Shopping

Live shopping combines livestreaming with instant purchasing. Huge in China (over £300bn market), growing in Western markets. Creates urgency and entertainment value.

Getting Started

  • Connect product catalogue to platforms
  • Tag products in organic content
  • Use shopping-enabled ad formats
  • Ensure mobile checkout is seamless
  • Test live shopping events