Social Commerce

Social Commerce refers to the integration of social media platforms with e-commerce functionality, enabling users to engage in online buying and selling activities within the social media environment. It leverages the social nature of these platforms to facilitate product discovery, recommendations, and transactions, creating a seamless shopping experience for users.

Examples of applications

The application of Social Commerce is prevalent across various social media platforms and industries. Here are some examples:

  1. Social Media Marketplaces: Platforms like Facebook Marketplace, Instagram Shopping, and Pinterest Shopping allow businesses and individuals to create online storefronts and sell products directly to users within the social media ecosystem. Users can browse, purchase, and even negotiate prices without leaving the platform.
  2. Shoppable Posts and Ads: Social media platforms enable businesses to create shoppable posts or ads that feature products with embedded links. Users can click on these links to view product details and make a purchase, streamlining the buying process and increasing conversion rates.
  3. Influencer Marketing: Influencers on social media often collaborate with brands to promote products or services. Through Social Commerce, influencers can directly link their posts or videos to the products they are endorsing, allowing their followers to make purchases with ease.
  4. Social Recommendations and Reviews: Social media platforms facilitate user-generated content, including product reviews, ratings, and recommendations. Users can engage in discussions, seek advice, and make informed purchase decisions based on the experiences and opinions shared by others within their social network.


The benefits of Social Commerce for businesses and consumers include:

  1. Enhanced Product Discovery: Social Commerce leverages the power of social networks to amplify product visibility. Users can discover new products through recommendations, trending posts, or personalised suggestions based on their interests and connections.
  2. Improved User Engagement: By integrating e-commerce functionalities directly within social media platforms, Social Commerce creates a seamless and immersive shopping experience. Users can engage with products, interact with sellers, and make purchases without the need to navigate to external websites.
  3. Social Proof and Trust: User-generated content, such as reviews and recommendations, plays a crucial role in building trust and confidence in online purchases. Social Commerce leverages social proof to provide users with authentic feedback from their peers, helping them make informed decisions and increasing trust in the products and sellers.
  4. Seamless Mobile Shopping: Social Commerce is particularly beneficial for mobile users, as social media platforms are predominantly accessed via smartphones and tablets. By offering a streamlined shopping experience within the social media apps, users can easily browse, compare, and purchase products on their mobile devices.
  5. Social Sharing and Virality: Social media platforms thrive on sharing and virality. Social Commerce encourages users to share their purchases, wishlists, or product recommendations with their social network, amplifying the reach and exposure of brands and products, potentially leading to increased sales and brand awareness.

In summary, Social Commerce is the convergence of social media and e-commerce, enabling online buying and selling activities within the social media ecosystem. It offers benefits such as improved product discovery, enhanced user engagement, social proof, seamless mobile shopping, and the potential for viral brand exposure. By embracing Social Commerce, businesses can tap into the power of social media platforms to reach and engage with their target audience in a more interactive and convenient manner, ultimately driving sales and fostering customer loyalty.

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