Leading the Retail Revolution with Social Commerce

Social commerce is no longer a trend — it's a trillion-dollar reality that shows no signs of slowing.

Researchers project the industry to more than double from $570 billion in 2023 to over $1 trillion by 2028, highlighting the massive opportunity for businesses in this space.

Social commerce has emerged as a transformative force in retail, fundamentally changing how businesses connect with and sell to consumers. By merging ecommerce capabilities with social media platforms, retailers create seamless shopping experiences, allowing customers to discover and purchase products without leaving their favourite social networks.

Social media's influence extends beyond direct sales, playing a crucial role in the consumer discovery journey. In 2023, according to a survey by Statistica, one-third of all shoppers found a new product or brand through social media. The proportion of Gen Z consumers who discovered a product or brand through a social media influencer or made a purchase was nearly double (60%) that of the overall consumer base.

The social commerce revolution represents a critical opportunity for ecommerce businesses. Increased social media usage combined with each platform's analytics capabilities make this a digital marketer's dream channel.

What is social commerce?

Social commerce is a segment of ecommerce in which merchants sell products directly through social media platforms, allowing potential customers to interact with brands, browse goods and make purchases. 

Unlike social media marketing, social commerce allows customers to check out directly from social media platforms. Sometimes, the social platform links directly to the retailer's product page, where customers can also complete their purchases.

Social commerce vs. ecommerce

While they may fall under the same umbrella, social commerce and ecommerce are very different concepts.

Ecommerce refers to an online shopping experience via a website or branded app, often built on an ecommerce platform such as BigCommerce, Shopify or Commercetools. Customers may access these websites via desktop or mobile devices; however, the ecommerce sales funnel generally looks the same. 

Digital ads, social media content and other marketing tactics all act as top-of-the-funnel activities designed to direct customers to the online store. However, even after reaching the store, the customer must go through more steps in the purchase journey. Each additional step increases the customer's risk of losing interest, representing a lost sale.

Not to mention 98% of active users access the internet through mobile devices, and mobile users have a cart abandonment rate of nearly 86% — unfortunately, not all ecommerce sites are mobile-friendly.

Here's where social commerce steps in.

Social commerce brings the store to the customer rather than redirecting them to an online store, meeting them wherever they are. By letting the customer check out through social media platforms, social commerce removes unnecessary steps and streamlines the buying process. This convenience creates a more frictionless journey for the customer and more sales for the retailer.

Plus, since social media platforms are built to be mobile-friendly, social commerce is a highly accessible way to reach various audiences. 

Top social commerce platforms

While Instagram and Facebook lead the way in social commerce functionalities, other social media sites, such as Pinterest, TikTok and Snapchat, are expanding their offerings. Since each platform serves a unique purpose and attracts a niche audience, it offers comparative strengths that shape its approach to social commerce.

Here, we'll examine the key features of the top social commerce platforms to help you choose the best one for your business.

TikTok.

Although TikTok is a relative newcomer to social commerce, it is becoming far more than just a short-form video-sharing app. With shoppable posts, livestream shopping capabilities and opportunities for influencer marketing, it is a social commerce platform worth noting.

Even before launching its TikTok For Business feature in 2020, the phrase "TikTok made me buy it" was already all too common. With a unique ability to make lesser-known users — and now brands — go viral overnight, TikTok can introduce your business to millions of new potential customers.

According to eMarketer, many of TikTok's social commerce capabilities thus far have focused on product ads that appear as native videos on users' For You feeds. Below each advertisement, users can tap the "Shop Now" button, which links them directly to the merchant's ecommerce site to complete their purchase.

However, brands have recently had the option to build a shoppable storefront within TikTok through the Shopping tab. TikTok Shop added a shop tab to business profiles, where they can sync their static product catalogue. Users purchase without leaving the app, reducing friction in the buying process.

Now, BigCommerce's partnership with TikTok allows merchants to connect their online stores with their TikTok profiles, allowing them to engage with shoppers and share their products with more users. 

Instagram.

With 83% of shoppers using Instagram for product discovery and one billion active users, Instagram is one of the market's most promising social commerce platforms.

Known for its eye-catching photos, storeys and videos, Instagram is the ideal space for sharing high-gloss brand imagery. If your customers are already engaging with your content, why not place your product front and centre and turn that engagement into sales?

To set up Instagram Shopping, you need only a Facebook business profile, which links your Facebook Shop to Instagram. Then, you can upload a product catalogue and create product tags for each item, allowing you to create shoppable posts and streamline purchases directly from the platform. 

Additionally, Instagram shoppers can purchase through product stickers embedded in your storey. Rather than uploading a shoppable post to your timeline, you can choose an image for your storey, select the sticker icon in the top right corner and select the product you want to link. Then, move the sticker to your desired location, customise its colour and size and share it with your storey.

Facebook.

Facebook was the first social network to surpass one billion registered accounts and boasts more than three billion monthly active users.

Launched in 2020, Facebook Shops helps small and medium-sized businesses move online and build shoppable storefronts. The platform is mobile-friendly, free, and fully customisable. You can import an existing product catalogue or create a new one.   

Once your customers discover your page and products, Facebook features products based on the shopper's unique preferences and search history, thus giving them a personalised customer experience. 

The customer may complete the purchase within the Facebook platform or click through to your ecommerce site. You can contact the customer via Facebook Messenger to answer questions and offer support.

You can also stream your next live shopping event through Facebook Live or create an innovative VR/AR experience to engage consumers in a unique environment.

You can also use your Facebook page to share company news, engage with existing and potential customers and introduce new products.

Pinterest.

The great thing about Pinterest is that most users care far more about the content than the creator. Compared to platforms like Instagram and Facebook, where the user's or brand's influence may hold more weight, Pinterest allows merchants to focus more on creating great products and less on building their reputations.

Many Pinners, especially Millennials, discover new brands or products on the platform.

Launched in 2010, Pinterest began as a platform to help people find inspiration for all aspects of their lives, whether home decor, fitness and wellness or fashion. In 2015, Pinterest started offering shoppable pins to an exclusive set of brands, allowing them to add a "Buy" button to their pins. Not long after, this feature became more widely available to other brands. 

Merchants can create Product Pins, which display updated pricing and stock information and allow shoppers to save products directly on their boards. If shoppers are ready to buy, they can tap on the Product Pin, which redirects them to the product page on the brand's website.

The platform also offers features for insights and optimisation, including an Ads Manager. This tool supports merchants in building and measuring successful campaigns. The Ads Manager allows merchants to track results and expand their reach over time by providing advice on discovering new audiences and retargeting existing customers.

Social commerce purchasing by age

The demographic breakdown reveals that while social commerce appeals to all age groups, Gen Z and Millennials are the most enthusiastic adopters.

These younger consumers, who combine digital nativeness with purchasing power, are exceptionally responsive to influencer recommendations and celebrity endorsements. They seek more than just transactions — they want entertaining and reliable shopping experiences.

Benefits of social commerce

If you still need convincing that social commerce has enormous potential for leveraging new audiences and scaling globally, here are a few more points to consider.

1. There are vast numbers of potential customers on social media.

Statistica reports that over five billion people used social media worldwide in 2024, and this is projected to increase to over six billion in 2028.

From product discovery to the check-out process, businesses have a tremendous opportunity to get their products in front of new faces and grow their audience exponentially. Just under two-thirds (64%) of social media users Accenture surveyed said they made a social commerce purchase in the last year, which the firm estimates reflects nearly 2 billion social buyers globally.

Considering the high level of impulse buying, particularly among Millennials and Gen Xers, social shopping holds enormous potential for attracting customers and increasing sales.

2. Enhanced social media presence and brand awareness.

Instead of siloing your social media and ecommerce site, social commerce gives merchants the power to merge the two. This huge branding opportunity allows you to create brand awareness and stay top-of-mind to your customers through daily content.

One key way to build brand awareness is through influencer marketing.

Every ecommerce brand's dream is to have a professional athlete, actress or celebrity endorse their products. Unfortunately, this isn't an accessible option for many smaller brands on a tight budget.

Luckily, influencer marketing has taken on a new meaning in recent years. Customers are looking to something other than big-name celebrities for advice. Instead, they're seeking authenticity, primarily from micro-influencers whose lifestyles are similar.

Statistica states that, based on 2023 research, two out of every ten consumers bought products endorsed by influencers and celebrities.

3. You can reach your target audience.

Social commerce is all about meeting your customers where they are. Most of your customers are likely already on social media. Their social activity allows you to engage with existing customers in a new, more authentic way by sharing your brand voice through creative content. 

Many social media platforms also offer analytics capabilities that allow users to track their social and buying behaviors over time. This information enables you to tailor your content and products directly to your target audience.

Of course, to reach your target audience, you first have to know them. For example, if most of your customers are over 30, there might be better options for your business than TikTok.

So, take time to gather demographic data about your customers, identify what they like and don't like and perhaps even survey them directly to understand better how you can best serve them. Then, reach your audience with products and messaging that match their needs.

4. Convenient, frictionless buying.

Social commerce features such as the buy button and in-app checkout help remove unnecessary steps in the buying process. With every additional step in the sales funnel, the customer will likely lose interest and leave your page.

However, you can minimise this risk and increase sales by creating a seamless buying process that keeps users in the app throughout their purchase.

For instance, rather than redirecting an Instagram user from the app and transferring them to your traditional ecommerce site, the platform now offers a "Checkout on Instagram" option. So, instead of disrupting their scrolling time, you can make it easy for customers to discover your brand while still enjoying their time on social media.

5. You can generate social proof.

The reality of ecommerce is that many shoppers may need more time to trust your brand. Many may only be convinced once they read customer reviews, compare products or talk to other customers who can vouch for your product or service.

Luckily, social commerce comes with built-in social proof. Through user-generated content (UGC) such as comments, likes, follows and shares, brands can create a positive feedback loop that keeps customers returning for more. The more users interact with and promote your products, the more likely other customers will trust your brand.

Some tangible ways to generate social proof include incentivising customers to share your content, such as coupon codes, discounts or giveaways. You can also create a fun hashtag that customers can use to share pictures and videos of products and engage with your brand's community.

6. Improved customer loyalty through personalised experiences.

When social platforms deliver tailored content and recommendations, customers experience a more meaningful connection with brands. Their feeds transform into personalised shopping experiences that reflect their unique interests and previous purchases.

By analysing social media interactions, brands can segment their audience and create targeted campaigns that speak directly to specific customer needs and preferences. This personalisation extends to customer service, where quick, contextual responses referencing previous interactions help build stronger relationships and trust.

Each interaction refines the experience, creating a dynamic loop of engagement and understanding. As a result, customers develop genuine connections with brands, leading to more frequent purchase decisions and lasting loyalty.

7. Opportunities for viral marketing.

Viral marketing on social platforms can rapidly expand brand reach through shareable content that resonates across cultural boundaries. When content goes viral, it often transcends its original market, creating opportunities to enter new regions organically. Successful campaigns typically combine universal appeal with local cultural sensitivity, using platform-specific features like TikTok challenges or Instagram Reels to maximise engagement.

The real power comes from knowing exactly how each platform works and what makes people click "share." When a brand's marketing strategy catches on, it's often serendipity. That's when viral moments feel like magic — each satisfied customer becomes an advocate, spreading the word organically through their social circles.

Examples of social commerce success

Let's examine a few retailers who have launched effective social commerce campaigns to see some of the top ones. By leveraging social commerce platforms, these retailers have driven sales and created a seamless online shopping experience.

Heat Transfer Warehouse.

Case Study: Heat Transfer Warehouse

Heat Transfer Warehouse grew from a simple supplier in 2010 into a multifaceted business powerhouse. By acquiring Shirts From Fargo, they expanded beyond B2B sales into direct-to-consumer markets. Success in these areas created a complete ecosystem for custom product decoration.

Social media efforts took flight in 2019 when the team embraced video storytelling. Quick, catchy clips on Instagram Reels and TikTok showcase their products in action. Trending music accompanies these 30-second tutorials, making complex processes appear simple for crafters and businesses alike.

Detailed guidance lives on their YouTube channel, where viewers find comprehensive instructions. Creative experimentation shapes their content strategy, leading to engaging posts across platforms. Through persistence and adaptability, Heat Transfer Warehouse built impressive followings on TikTok, Instagram, Facebook, YouTube and Pinterest.

Badgley Mischka.

Case Study: Badgley Mischka

For over three decades, the global fashion label Badgley Mischka has made a statement in the fashion world with its timeless evening wear and accessories. With an international presence in over 200 countries, the 35-year-old fashion label is also making waves in the digital space.

Turning to BigCommerce's expansive app marketplace, they found the right tools to help drive sales across multiple channels.  Although they were already selling on Instagram Shop, Facebook Shop, Amazon and TikTok Shop, at the advice of a BigCommerce Omnichannel Growth Manager, the fashion brand launched a new marketplace: Google Shopping, where business exploded.

For Badgley Mischka, the future is all about one thing: growth. From increasing site personalisation to refining online marketplaces to expanding globally, Badgley Mischka is doing "anything and everything we can to grab as many customers out there as possible," said owner Katie Ouaknine.

How BigCommerce helps support social commerce

BigCommerce turns social media into a sales powerhouse. Businesses can manage their social commerce operations from a simple dashboard, track performance, and boost sales with best-in-class social commerce tools.

Seamless integration with social media channels.

BigCommerce smoothly connects social selling with Facebook, Instagram and TikTok to expand your reach. Retailers can showcase products in engaging posts, handle transactions, and attract new customers right where they spend time online.

Unified management for omnichannel commerce.

The Channel Manager lets you control all your online stores from one screen. It keeps prices and inventory accurate everywhere you sell, tracks results, and adjusts your strategy to boost social commerce sales.

Advanced tools for advertising and audience growth.

Innovative tools like Feedonomics help your products shine on social media, making ads more effective. AI technology improves how items appear in searches while targeted promotions reach online shoppers at the perfect time.

The final word

Social commerce has revolutionised how we shop, transforming casual social media scrolling into a billion-dollar marketplace. Today's digital landscape lets customers discover, evaluate and purchase products without leaving their favourite platforms, whether watching TikTok videos or browsing Instagram Storeys.

Major networks like Facebook, Instagram and Pinterest have embraced this shift by creating robust shopping features that make buying seamless and engaging.

Ultimately, many successful businesses have a strong omnichannel strategy that integrates all sales channels, online and offline, to create a consistent, engaging customer experience. Leveraging social commerce is a key way to achieve that. 

The benefits of social commerce extend far beyond convenience. Businesses gain unprecedented access to millions of potential customers while leveraging powerful analytics tools to understand their audience better. Young consumers, mainly Gen Z and Millennials, have enthusiastically adopted social shopping, responding strongly to authentic content from brands and influencers.

The future looks exceptionally bright for this retail revolution. Industry experts project that the market will exceed $1 trillion by 2028.

FAQs about social commerce