If you’ve ever found yourself buying something without leaving Instagram or TikTok, you’re already part of the social commerce boom.
We’re shopping online more than ever, but what’s really changing is where those purchases happen. Increasingly, social platforms aren’t just places to discover products; they’re becoming fully fledged retail spaces in their own right. And for brands willing to lean in, the opportunity is huge.
What do we actually mean by social commerce?
We’re all short on time and attention, and we want things now. Social commerce taps directly into that mindset by blending the reach and influence of social media with the ease of ecommerce.
Think about it. You’re scrolling Instagram and spot a houseplant pot you love, or you see a trusted gardening creator on TikTok raving about their go-to fertiliser. In the past, you’d click out to a website, wait for it to load, add to basket, check out… easy enough, but still a few steps.
Now? You can buy it right there in-app, often with a single tap.
Platforms including Instagram, Facebook, Pinterest and TikTok have all rolled out features like Shop Now buttons, product ads and Buyable Pins. Payment details and delivery addresses are stored, removing friction and making impulse purchases incredibly simple.
And here’s the clever bit: the algorithm learns what you like. The more you engage, the more relevant products you’re shown – increasing the chances you’ll discover (and buy from) your next favourite brand.
Who’s actually shopping this way?
Unsurprisingly, Gen Z and millennials are leading the charge. As digital natives, shopping via social platforms feels completely natural to them.
Nowadays, it’s thought that these generations account for 62% of global social commerce spend. Even more eye-opening? Global social commerce sales were projected to exceed $1.2 trillion last year alone.
So if you’re looking to reach a younger audience – or future-proof your brand – this is a trend you simply can’t afford to ignore.
How can brands tap into social commerce successfully?
Social commerce is designed to feel effortless for the consumer. Products are discovered organically through content, creators and ads, rather than hard sells. That does mean brands need to put the groundwork in behind the scenes.
Here’s where we’d recommend starting:
1. Choose your platforms wisely
Not every channel will be right for your brand. Start by understanding where your audience spends their time. Facebook now skews older, with Gen X and Baby Boomers most active, while TikTok is dominated by Gen Z and younger millennials. Instagram sits somewhere in the middle, making it a useful hybrid platform for many brands.
2. Build a strong, consistent presence
Regular, high-quality content is non-negotiable. Focus on posts that stop the scroll, communicate your USPs clearly and feel native to the platform. Use insights and analytics to refine when you post, and don’t forget the social part of social media – engaging with followers and like-minded accounts matters.
3. Experiment with paid activity
Social platforms are commercial spaces, and they tend to reward brands that invest. Supporting organic content with paid boosts can significantly increase reach and engagement. Paid campaigns also allow you to test different audiences and content styles, helping you understand what really converts.
4. Work with influencers you trust
Creators play a huge role in social commerce, offering credibility and third-party endorsement. In fact, 84% of consumers say they’ve bought something after seeing it shared by an influencer. Whether micro or macro, choose partners whose values align with yours and who genuinely resonate with your audience.
5. Make the most of user-generated content
Once your community starts engaging, let them do some of the heavy lifting. Encourage customers to share their experiences, tag your brand and use campaign hashtags. Reposting UGC builds trust, boosts reach and acts as modern word-of-mouth marketing.
Turning discovery into growth
Social commerce isn’t a passing trend – it’s a fundamental shift in how people discover and buy products. For brands that get it right, it offers a powerful way to shorten the path to purchase while building stronger, more authentic relationships with customers.
If you’d like support with social media strategy, content creation or PR, we’d love to help. Get in touch with us at hello@honestcommunications.co.uk.