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To stand out, you need a smart strategy. In this post, we’ll show you how to build trust and engage customers to boost your social commerce sales.
Social commerce combines the convenience of online shopping with the engagement of social media. Essentially, it’s where product discovery, community connection, and purchasing meet. And best of all, it happens within the platforms your customers already use and love.
It’s also a huge opportunity for DTC brands, especially with global sales projected to hit $2.9 trillion by 2026. Clearly, this is a trend worth paying attention to.
Social commerce is the latest trend in online shopping. In simple terms, it lets consumers buy products directly through their favorite social apps.
Social media has long been a marketing tool in eCommerce. As a DTC brand you likely use it to share posts, run ads, and engage with followers to drive traffic to your online store. This is ‘social selling' - a way of boosting sales by being active on social platforms.
With social commerce, however, you can take it one step further.
By setting up stores on the likes of Instagram, Facebook, and TikTok, you can use them as direct sales channels. Shoppers can engage with your content, explore your products, and buy, all within the social media environment.
Social commerce plays into what modern consumers look for:
Convenience: It removes friction from the buying process. No need to switch apps or sites. It’s all contained in a single platform.
Personalization: Social algorithms show them content based on browsing behavior. That means the products they see are products of interest.
Community: By its nature, social commerce is a social activity. It helps build the brand communities shoppers want to be a part of.
Social proof: Consumers trust each other. And social media is the ideal way to share opinions. With features like comments, shares, and original user content, they get a true sense of what others think of your brand.
So what are the advantages of selling through social commerce alongside your online store?
62.3% of the world's population uses social media. And over 38% of shoppers discover new brands and products through social platforms. With social commerce, you expand your visibility and selling potential.
Social commerce brings you closer to your audience. You can interact with them in a way that traditional eCommerce doesn't allow. This has a direct impact on business revenue.
For example, 57% of consumers will spend more with a brand they feel connected to, and 76% will choose that brand over a competitor.
An eCommerce site is fairly static. With social commerce however, you can use your feed to tell a story. By sharing visuals, videos, and user generated content (UGC) you build an identity that shoppers can relate to.
68% of consumers say brand stories impact their purchase decisions. Additionally, brands with compelling narratives experience a 20% boost in customer loyalty.
Social commerce is set to account for 22% of total eCommerce sales worldwide by 2028. Platforms are evolving with more advanced shopping features, and consumers are getting younger, with Gen Z and Millennials shaping online shopping trends.
Investing in social commerce now sets you up for long-term success with these digitally native consumers.
Social commerce is about connecting, building trust, and inspiring action.
Whether you're starting out or looking to refine your approach, these tips will help you connect with your audience in meaningful ways.
Different platforms attract different audiences. For this reason, the first step to engagement is to know where your target market is most active.
The platform you choose will also impact the way you craft content, with different formats and functionality to consider.
Here’s a look at four popular social commerce platforms and their features:
With over 2 billion monthly active users, Instagram’s largest audience falls within the 18 - 24 age group, followed by 25 - 34 year olds. It’s a highly visual platform, ideal for product imagery and creative storytelling.
Best for: Fashion, beauty, lifestyle, and home decor brands targeting Gen Z and Millennials.
Commerce features: Instagram Shopping lets users buy products from posts and Stories. Features like Reels and Stories are excellent for showcasing products in action, while the Explore tab helps you reach new audiences.
TikTok has around 1.8 billion monthly active users, with 18 - 24 year olds making up the largest segment. Its short-form videos drive engagement, and can help you go viral with the right creative approach.
Best for: Brands looking to connect with younger, trend-focused audiences. Ideal for fun, bold, or experimental marketing.
Commerce features: TikTok Shop lets users buy directly from videos. Meanwhile, the platform’s hashtag culture and challenges make it easy to engage audiences and drive product discovery.
Facebook remains the most widely used platform, with over 3 billion monthly active users. Its largest user group is 25 - 34 year olds, but it also appeals to older demographics. This makes it ideal if you're targeting a broad age range.
Best for: Brands with a diverse customer base or those looking to build strong community connections.
Commerce features: Facebook Shops allow you to create a fully integrated storefront, while Facebook Groups let you build a sense of community. Integration with Instagram also expands your reach.
Pinterest’s 537 million monthly active users are primarily in the 25 - 34 age range. It's a place people go for inspiration, and to organize ideas on their own Pinterest Boards.
Best for: Brands with visually appealing products, like those in fashion, home decor, and DIY.
Commerce features: Buyable Pins let users purchase directly, and the platform’s recommendation engine highlights products based on user interests. Boards and Pins keep your products visible for weeks or even months.
Choosing the right platform allows you to focus your efforts where they’ll have the most impact.
Social commerce is the perfect place for UGC because it’s all about sharing real experiences - as is social media. When your customers share posts about your products, they’re not just showing off what they’ve bought; they’re telling their own stories.
UGC works because it’s authentic and relatable. People trust content that comes from other customers. It gives them a real sense of the product experience, and what to expect if they buy.
By sharing your customers’ photos and videos, your posts feel less like ads and more like recommendations from a friend.
One of the easiest ways to gather UGC is through reviews. Ask customers to include photos or videos when they leave feedback, and check if they’re happy for you to share them on your social channels.
Our UGC tools make this process simple. You can request permission rights with one click and turn customer content into powerful social proof. You can also use our Social Proof Editor. This allows you to turn reviews and UGC into engaging visuals and banners to use across sites like Instagram and Facebook.
As well as review collection, consider running UGC campaigns. For example, encouraging customers to use a branded hashtag or tag your account in their posts. The more real stories you share, the more engagement your brand will get. And that leads to more sales.
Social commerce is all about convenience. So to keep shoppers engaged, you need to make it as easy as possible for them to buy.
Shoppable posts allow customers to buy directly from the content they're interacting with. On Instagram, you can tag products in photos, videos and stories. Customers can tap to view details, and buy right from your Instagram shop.
TikTok offers a similar feature, where you can link to products directly from short form videos.
Experiment with different types of shoppable content to see what works best. Lifestyle shots help customers see how a product fits into their life, while how-to videos or demos can answer any questions they might have.
And don’t forget to make your UGC shoppable. This adds extra value to real customer photos or videos by giving viewers a direct path to purchase.
Whatever the content, include a clear ‘buy now’ call-to-action.
That’s what makes social commerce so powerful. Customers don’t have to wait or search. They can go from inspiration to checkout in just a few taps.
One of the key trends in social commerce is using content creators to promote your products. And these don’t have to be high-profile influencers.
Micro-influencers are more accessible for smaller budgets, and their audiences tend to be highly engaged. You can also work with affiliates. These creators earn a commission for every sale they drive, so you only pay for real results.
Collaborate with those who share your brand values.
Creators who have reviewed your products or are active in loyalty programs are a great place to start. They already know your brand and are likely willing to share their experiences.
These individuals can become powerful advocates for your products, helping to promote them in an authentic and relatable way.
Social commerce allows you to connect with customers. It's your chance to build real relationships and show them your brand personality.
When customers comment on your posts, ask questions, or tag you in their content, make sure to respond. A quick reply or thank-you can go a long way in building trust and loyalty. It shows your audience that you’re listening and that you value their input.
Don’t be afraid to join in the conversation either.
Whether it’s engaging with trending topics or responding to reviews, being active and approachable makes your brand feel more human.
Social platforms are built for interaction, so make the most of it. The more you engage, the more your customers will feel connected to your brand. And the more likely they are to stick around and shop with you again.
A social commerce strategy is a plan to sell products directly through social media platforms, like Instagram, Facebook and TikTok.
It includes choosing the right platforms, sharing UGC, and leveraging tools like shoppable posts and reviews to drive sales.
Social selling is the use of social media to promote products and drive traffic to an external store. Social commerce, on the other hand, allows customers to buy directly on social platforms.
This removes barriers in the purchase journey by keeping everything within a single app.
Instagram and TikTok are among the most popular platforms due to their engaging features and younger audiences.
Meanwhile, Facebook remains the largest social platform and is ideal for reaching a broad demographic.
Social commerce combines the convenience of online shopping with the engagement of social media.
It’s fast, personalized, and community-driven, matching trends in modern consumer behavior.
Social commerce is a great opportunity for growth. It brings you closer to your audience, and offers new ways to build an engaged customer base.
With the right tools and techniques, you can create a seamless shopping experience. One that keeps consumers loyal to your brand, and coming back for more.
If you’re already a REVIEWS.io customer, now’s the time to explore how our tools can supercharge your social commerce strategy.
Not a customer yet? Book a demo today and see how we can help you grow your brand through new and engaging sales channels.
