Social commerce is everywhere these days—whether you’re scrolling through TikTok and stumbling on a live stream selling the latest gadgets or seeing your favorite Instagram influencer show off their must-have picks. Platforms like TikTok, Instagram, and Facebook aren’t just places to catch up with friends or find entertainment anymore—they’re turning into the go-to spots for discovering and buying everything from trendy sneakers to home decor.

For brands, this shift is an opportunity to get right in front of shoppers where they already spend their time, turning that quick scroll into a sale and, hopefully, a loyal customer.

What is Social Commerce?

At its core, social commerce is all about enabling transactions directly within social media platforms. Shoppers can discover, explore, and purchase products without ever leaving the app, blurring the lines between inspiration and checkout. This streamlined experience removes friction, making it easier than ever for users to act on impulse and purchase what they love in the moment.

Unlike traditional marketplaces or brand-owned websites, social commerce creates an entirely immersive shopping journey. From scrolling through TikTok to exploring Instagram Stories, the opportunities for discovery are endless—and sticky. With billions of active users spending hours on these platforms daily, it’s easy to see why social commerce is growing at an annual rate of 32%.

Why Social Commerce Is Winning Over Shoppers

Social commerce has a few key advantages that set it apart from other shopping channels:

1. Effortless Product Discovery
   Platforms like TikTok and Instagram integrate shopping functionality into their natural ecosystems. Shoppable links, LIVE streams, and product tags allow users to discover items they never knew they needed, right in the flow of their social browsing.
   
2. Frictionless Shopping Journeys
   Social platforms are masters at creating smooth user experiences. A single shopping basket, in-app checkout, and curated recommendations make the process of finding and buying products intuitive and quick.
   
3. User-Generated Content (UGC) as Social Proof
   Social platforms thrive on community. Features like Instagram’s ability to display likes, reviews, and real user interactions with products give shoppers confidence in their purchases.

How Platforms Are Leading the Way

Major platforms are driving innovation in social commerce, each bringing unique features to the table:

• TikTok
  Known for its engaging short videos, TikTok has taken the leap into ecommerce with shoppable links, universal shopping baskets, and fulfillment services like “Fulfilled by TikTok.” Users can now shop directly from in-feed videos or LIVE streams, making impulse purchases effortless.
  
• Meta (Facebook & Instagram)
  Meta is leaning into social commerce by integrating Amazon checkout into its platforms and enhancing in-app Shops. Dynamic features like ratings, reviews, and personalized product pages give brands the tools they need to stand out.
  
• Pinterest
  As a hub for inspiration, Pinterest has woven shopping into its core. While its social commerce model leans more on integrated advertising, it’s a prime platform for discovery-driven purchases.

The Rise of Social Commerce vs. Marketplaces

For businesses, the rapid growth of social commerce represents both opportunity and complexity. On one hand, these platforms offer unparalleled reach and engagement. On the other, they demand a new level of multichannel coordination. Brands must juggle stock synchronization, logistics, and order management across various platforms while maintaining consistent product data and experiences.

This is where smart merchandising becomes critical. With tools that help brands manage multichannel complexity, ensure product relevance, and deliver seamless shopping experiences, businesses can unlock the full potential of social commerce.

Who Will Win the Social Commerce Race?

While TikTok leads with its robust shopping functionality, Meta’s extensive user base and commitment to in-app purchasing give it a strong edge. Platforms like Pinterest, with their focus on inspiration and discovery, continue to carve out a niche. Ultimately, the brands that adapt quickly, embrace innovation, and prioritize their customers’ shopping journeys will emerge as winners in this rapidly evolving space.

The best way to manage the additional complexity of selling on social media commerce platforms is via a data management platform that is designed specifically for marketplaces and social media commerce. The Intelligent Reach Product Data Marketplaces module helps brands and retailers:

• Receive orders from marketplaces and social media channels, and manage stock and order status across each channel.
• Synchronise shipping updates and refunds.
• Decide which products are right for each channel and curate them.
• Manage product-level data and monitor the performance of every product, in every channel.
• Manage multiple formats of creative across multiple channels
• Optimise product data across channels.
• Ensure a flawless multichannel shopping experience for customers.

But don’t just take our word for it..

Learn more about the Intelligent Reach Marketplaces Module.