Social commerce is the powerful blend of eCommerce and social media — where smart marketers turn likes, shares, and comments into real sales opportunities. By combining the convenience of online shopping with the engagement of social platforms, brands can reach customers right where they spend most of their time.
What is Social Commerce?
Social commerce is a modern selling approach where brands offer products or services directly on social media platforms. Instead of redirecting shoppers to an external website, everything — from browsing to checkout — happens right inside the app.
Think of it as a one-stop shop experience, where users scrolling through Instagram, TikTok, or Facebook can discover a product, view engaging content about it, and purchase it instantly — all without leaving the platform.
Social Commerce vs. Ecommerce
At first glance, social commerce might sound like traditional online shopping, but there’s a key difference.
- Ecommerce typically involves shopping through websites or online stores, where users are redirected from ads or posts to a separate site.
- Social commerce, on the other hand, keeps the entire shopping journey within the social media app itself — from entering your shipping details to making the payment.
This seamless experience reduces friction, making it easier for customers to make quick purchase decisions.
6 Best Social Commerce Platforms
1. Instagram
Instagram is one of the top players in social commerce, thanks to its Instagram Shops feature. This built-in shopping tool lets brands tag products directly in posts, Stories, and Reels, allowing users to browse and shop without leaving the app.
With over 2 billion monthly active users, Instagram offers access to a massive and diverse audience across almost every niche — especially mobile users, since Shops currently work only on mobile devices.
Instagram Shops are available in more than 20 countries. However, the seamless Instagram Checkout feature — where users can complete their purchase directly in-app — is currently limited to the United States. Shoppers in other regions are redirected to the brand’s website for final checkout, but they remain inside the Instagram app during the process, keeping the experience smooth and user-friendly.
Why Instagram Shops Work
- Product Tagging Made Simple: Brands can tag products directly in photos and videos, and when users tap these tags, they’re taken straight to the product’s Instagram Shops listing.
- Wishlist-Friendly: Just like saving posts or Reels, users can save products from Shops to build their own wishlists for later.
- Easy Promotion with Ads: Posts featuring shopping tags can be boosted effortlessly through Instagram Ads, helping brands reach a wider audience.
- Insightful Analytics: Instagram Shops provide detailed performance data, allowing brands to track how each product is performing.
- Influencer Collaboration Made Easy: Since anyone can tag a Shops product, influencers and creators can easily feature items, making partnerships more transparent and boosting brand visibility.
2. Facebook
Facebook Shops operates much like Instagram Shops — no surprise, since both are part of the Meta family. Businesses can set up an online storefront directly on Facebook, allowing users to browse and purchase products without leaving the app.
Note: Facebook shopping is available on mobile only.
Why Facebook Shops Work
- Seamless Product Tagging: Just like Instagram, users can move from browsing to buying effortlessly thanks to clickable product tags.
- Targeted Promotions: With Facebook Ads, brands can promote their Shop products to specific audiences for better reach and conversions.
- Marketplace Exposure: Products listed on Facebook Shops can also appear on Facebook Marketplace, where users are already in a shopping mindset, increasing visibility and sales opportunities.
3. TikTok
If your target audience includes younger consumers, TikTok Shop is worth exploring. Available in select countries — including the U.S., U.K., Indonesia, and more — TikTok Shop lets users purchase products directly within the app. Brands can tag products in regular posts as well as live-stream videos, making it easy to turn views into sales.
For countries without TikTok Shop (like Canada), businesses can still leverage TikTok for Business. By using TikTok Ads, you can link videos to your e-commerce site, with a convenient “Shop Now” button displayed for viewers.
Why TikTok Shop Works
- Shoppable Videos: Products can be tagged directly in videos, letting users discover items organically and purchase them instantly within the app.
- Profile Shop Tab: Users can explore your entire TikTok Shop catalog directly from your profile.
- Search-Friendly Shopping: The Shop Tab allows intentional shoppers to search, browse, and explore products more easily.
- Live Shopping Engagement: Hosting live shopping sessions builds real-time connections with viewers, boosting trust and driving immediate sales.
4. YouTube
While not as commonly used for social commerce as Instagram or TikTok, YouTube Shopping offers massive potential thanks to its huge user base across all age groups. Brands can tag products directly in videos, allowing viewers to shop while watching.
For example, if a fitness creator reviews a cycling helmet, a clickable product link can appear on the screen during the video. This seamless shopping experience keeps users engaged while encouraging purchases.
Why YouTube Shopping Works
- Interactive Shopping Buttons: Clickable product tags appear directly in videos, letting viewers explore products without interrupting playback.
- Multiple Products per Video: You can feature up to 30 products in a single video, increasing exposure and cross-selling opportunities.
- Product Shelf Below Videos: Even if viewers close the pop-up shopping button, they can still access your products from a shelf displayed under the video.
- Collaboration-Friendly: Other creators and businesses can tag and promote your products, making influencer partnerships easy and impactful.
5. Pinterest
Pinterest is where users go for inspiration — they’re already in a discovery mindset, making it an ideal platform for social commerce.
Pinterest’s version of social shopping comes in the form of Product Pins. These shoppable pins link directly to a product, and when users tap “Visit Site,” the brand’s e-commerce store opens within the Pinterest app, keeping the shopping experience seamless.
From a user’s perspective, Product Pins blend naturally with regular pins. They appear in organic searches and look almost identical to standard pins, except for a small shopping tag icon.
Why Pinterest Product Pins Work
- Seamless Integration: Product Pins look like regular pins, so they feel more like helpful recommendations than intrusive ads.
- Highly Searchable: They show up organically in search results and as users scroll, increasing discovery opportunities.
- Bulk Uploads Made Easy: Brands can upload products in bulk via data sources (like spreadsheets). Pinterest can process up to 20 million products per retail catalog, making it perfect for large inventories.
6. Snapchat
Snapchat Stores let users shop for products directly within the Snapchat app, but it’s exclusive to brands with a verified business profile. The store appears under a Shop tab on the brand’s profile, functioning similarly to Facebook and Instagram Shops.
Why Snapchat Stores Work
- Shoppable Stories: Brands can tag products in their Snapchat Stories, making it easy for viewers to tap and shop directly.
- Subscriber Notifications: Users can subscribe to Snapchat Stores to get alerts about new products, promotions, or sales.
- Perfect for Gen Z: Snapchat remains a favorite communication platform for Gen Z, making it an ideal space to reach younger audiences who prefer it even over texting.
3 Key Benefits of Social Commerce for Brands
1. Boost Brand Awareness
Social media is a powerhouse for getting your brand noticed. By leveraging social commerce, you place your products right where your audience is already spending their time. More content-hungry eyes on your posts mean more people discovering — and remembering — your brand.
2. Target the Right Audience
Unlike old-school ads (sorry, billboards and blimps), social commerce lets you get laser-focused with your targeting. Social platforms allow you to filter your audience by age, gender, location, and even interests. So, if you’re selling eco-friendly drink koozies, you can make sure your ads show up in the feeds of environmentally-conscious football fans who are most likely to buy.
3. Drive More Sales
At the end of the day, it’s all about revenue. Social commerce helps convert interest into sales by putting your products in front of the right people at the right time. Instead of shouting into the void, you’re creating meaningful connections — and turning those connections into paying customers.
How to Use Ezcopy to Drive Sales on Social Commerce Platforms
Schedule Posts at the Right Time
With Ezcopy, you can schedule your social media posts to publish when your audience is most active. This ensures your products get maximum exposure — helping you connect with shoppers exactly when they’re ready to browse or buy.
Monitor Brand Mentions and Engagement
Stay in the loop by keeping track of what people are saying about your brand. Ezcopy’s social monitoring tools allow you to track mentions, keywords, and overall engagement — so you can join conversations, respond in real-time, and stay on top of customer sentiment.
Analyze Performance with Smart Insights
There’s no one-size-fits-all approach to social commerce — but Ezcopy’s analytics help you fine-tune your strategy. Track what’s performing well (and what’s not), and use that data to double down on content that drives clicks, engagement, and conversions.