When was the last time you flipped through a catalogue?
That probably feels like a different lifetime now (goodbye circling Christmas presents in the Argos catalogue).
The way we shop has changed a lot over the years. Now, most of us aren’t finding our next buy from a billboard or even a physical store, we’re finding it on Instagram, TikTok or Facebook. This is the world of social commerce, where the worlds of social media and e-commerce collide. You may think this is just a passing trend, but we’re here to tell you that it’s the future of shopping.
WHAT IS SOCIAL COMMERCE?
Social commerce is exactly what it sounds like. It’s buying and selling products directly on social media platforms. However, it isn’t just clicking a link in a bio and getting redirected to a brand’s website, it’s a whole new level of in-app shopping where you can find, browse and buy products without leaving the platform you’re on.
For example, you see your favourite influencer trying on a jacket in a TikTok video and like the look of it. Then you see a ‘Shop Now’ button on the screen. You tap it, choose a size/colour, input your payment details and boom- it’s on its way to your doorstep! All that is done within the same app, and that’s what social commerce is- seamless, instant and addictive.
WHY IS SOCIAL COMMERCE BLOWING UP?
- People trust people
We’re more likely to buy something if we see someone that we follow using it because it feels real rather than forced.
- It’s incredibly convenient
There’s no need to jump between tabs or websites- you just tap and buy. It’s shopping designed for the short attention span era and it definitely works.
- The algorithm knows you
Social platforms are scarily good at figuring out what we like. Because of this, the products we see aren’t random, they’re exactly what we’ve been thinking about (or whispering to our phones apparently).
- Community-driven product discovery
Comments, likes and shares can give us instant feedback on a product so buying through social media often feels more communal.
SOCIAL COMMERCE ON PLATFORMS
INSTAGRAM: With features like Shops, product tagging and in-app checkout, Instagram has become a digital shopping centre. Influencers tag what they’re wearing and you can buy it right there. Some may say it’s dangerously easy.
TIKTOK: TikTok is a discovery engine, and its social commerce feature, TikTok Shop, takes this a step further, letting creators link directly to products in their videos. A mascara goes viral on #beautytok? It’s a sell-out in hours.
FACEBOOK: It may not be the cool kid on the block anymore but Facebook shopping and Marketplace still drive a ton of sales, especially for older demographics and local businesses.
YOUTUBE: YouTube Shopping lets creators tag products in their videos and live streams so viewers can now buy the exact items without even leaving the video.
PINTEREST: The ultimate ‘dream board’ app has quietly evolved into a social commerce platform, allowing those who use it to shop their pins
IS SOCIAL COMMERCE WORTH IT FOR MY BUSINESS?
Short answer? Probably, but it also isn’t for everyone.
If you’re running a business in 2025 and not tapping into social commerce, you might be leaving money on the table. Your customers are already scrolling through Instagram, TikTok, Facebook and other platforms, they’re liking posts, watching videos and yes, buying stuff directly from their feeds. Social commerce takes the whole ‘see it, want it, buy it’ process and makes it instant.
But here’s the thing- just because it can work doesn’t mean it’s a one-size-fits-all solution. It depends on your audience, your product and how you show up online. If your followers are super engaged and your content is performing well, then social commerce could be a game-changer. But if your socials are kind of quiet, they might need some love and attention before it can turn into a sales machine.
The potential is huge and the cost to try it out is pretty low compared to building an entire e-commerce site from scratch.
Social commerce blends entertainment with convenience in a way that feels totally natural to how we live online now, and honestly? We’re here for it.
If you’ve ever bought something because you saw it on your feed (guilty), you’re already part of this shift. Keep an eye on the social commerce space, it’s going to be a game-changer.