What Is Social Shopping? Benefits and Best Practices

By 2029, experts predict that social commerce will reach $1 trillion in revenue. Meanwhile, multimedia retailer QVC reports it gained 100,000 new customers from TikTok Shop in Q2 2025 alone. These figures indicate that users are embracing social shopping versus relying only on traditional online shopping. And given the number of tasks people can now manage with their mobile devices, this growing interest in social shopping is likely more than just a trend.

On an episode of the Shopify Masters podcast, GOGO Sweaters founder South van der Lee describes how her brand creates content specifically to be compatible with social shopping. “Shopify’s integration of shoppable images into Instagram was a big moment of change for our sales,” South says. “We notice that most people are shopping on their phones, as opposed to desktop or tablet, so we try to make images that look the best on a phone.” 

Keep reading to learn more about what social shopping is, how it works, why it’s a valuable addition to your marketing strategy, and tips for using it effectively.

What is social shopping?

Social shopping refers to purchasing products directly through social media platforms. The social shopping journey begins with a business’s social media post that creatively features a product and includes a link for further engagement. A consumer scrolling through their feed sees the post, expresses interest by clicking the link, and arrives at an in-app product page or point of purchase. They can buy the product right then and there or add it to their cart and keep shopping—all without having to leave the app.

The effectiveness of a brand’s social commerce experience is pinned on its ability to post content that encourages engagement. For GOGO Sweaters, this means putting an emphasis on imagery. “It’s really important that we have photos,” South says. “Especially when you’re trying to sell online, having photos that shoppers can put themselves into is important.” 

A single captivating product image is often not enough. This is why brands also spend time crafting their entire social media presence to capture the attention of scrollers and clearly communicate their brand identity. Demonstrate to consumers what you’re selling beyond the product itself—for example, a solution, a community, or a type of lifestyle—and why they need it.

“In the luxury business, I think you have to really sell this fantasy and this image,” South explains, “so photos have been really an important aspect of selling our products and getting people thinking about how they want to wear it.”

Social shopping vs. ecommerce

Social shopping and ecommerce are both designed to facilitate and meet the same end goal: conversions, or the sale of goods or services from businesses to consumers. 

But while ecommerce is a broad term for sales executed through apps, online stores, and other digital avenues, social shopping refers specifically to the sale of goods or services directly through social media. This makes social shopping a specific purchasing method within the ecommerce framework. It’s an efficient way to funnel consumers from browsing on apps like TikTok or Instagram toward making purchases directly within the apps.

How does social shopping work?

To better comprehend the value of social shopping for a company, it can be useful to understand how the process works for both consumers and businesses. Here’s an ideal social shopping flow:

1. Consumers see product posts. While scrolling through their social feeds, buyers come across a product in the form of a post or ad with a clickable link to purchase or learn more.

2. Consumers click links. Shoppers are directed to an in-app product page where they can read about the features and specifications of the product or add it to their shopping cart.

3. Consumers complete an in-app checkout. Consumers can make direct purchases on the social media app without having to navigate to a brand’s website or alternative point of sale.

4. The business performs data analysis. Brands can use social media management tools to gather, track, report, and analyze data on social shopping sales. This data can provide insight about customers and their shopping behavior, which in turn can be used to improve future posts and marketing campaigns.

Reasons to use social shopping

Here are some standout reasons a business should develop a social shopping strategy:

Streamline the customer experience

In 2024, 45% of millennial consumers purchased products directly on social media. When your business has storefronts directly integrated into the social media apps for Instagram, Facebook, and TikTok, it’s easier for users to go from scrolling to purchasing without ever having to copy and paste links or endure a series of redirects. This reduces friction in the checkout process, potentially increasing the likelihood of conversions.

Collect data for improvements 

Apps like TikTok and Instagram can provide businesses with a lot of data about their users—from demographics about your followers to product sales numbers. By implementing social shopping, your business can collect and analyze this data, gleaning actionable insights that will help you better understand your target audience. You can then use this information to develop stronger marketing strategies for future campaigns, both inside and outside of social media.

Expand brand visibility

Making social media shopping available can increase your brand’s footprint, making your goods accessible where consumers are already actively posting about their favorite products. The more people see others discussing or using a product, the more likely they are to buy or use the product themselves. This is a phenomenon called social proof—the concept that our behavior is heavily reliant on the opinions and actions of others. Leveraging influencer marketing, user-generated content (UGC), and positive customer testimonials are other ways to use social proof to your advantage.

3 platforms for social shopping

The major social media apps have their own social shopping platforms. Here are the most commonly used platforms: 

Facebook

Businesses can set up Facebook Shops within the app so their posts link straight to the specific product pages for easy purchasing. Since the app also has built-in features like comments and Facebook Messenger, you can easily communicate with consumers in real time, answering their questions and engaging with their feedback, ultimately making for an enhanced customer experience. 

Instagram

With an in-app Instagram Shop, retailers can provide shoppers with an easy way to complete transactions without ever leaving the app. Shopify even provides streamlined integration for Instagram and Facebook stores, allowing you to sync inventory and customer and sales data between platforms. From there, you can add product tags to your grid posts, Stories, and Reels so that customers can smoothly transition from a post to a product.

As of September 2025, Meta has eliminated in-app checkouts through Facebook and Instagram. Users can still browse product pages in the Facebook and Instagram shops, but now, when they are ready to make a purchase, the app serves up the checkout page of the brand’s actual website, acting as a browser to access the website still in-app.

TikTok

TikTok Shop is another social shopping option that allows links to product pages to pop up directly over posts. For example, skin care brand Dieux Skin regularly creates tutorial posts that feature direct links to the products demonstrated so users can recreate the skin care routine at home. This allows consumers to buy a product at nearly the same time they’re learning more about it. TikTok Shop enables users to checkout in-app, charges a 6% referral fee on all transactions, and offers a promotional 3% referral fee to new users for 30 days after their first completed sale. 

Social shopping best practices

As you consider the value of social shopping for your business, it can be helpful to know how to effectively approach this method of making sales. Here are some best practices worth following:

Determine the right social media apps

Some platforms may be more helpful than others to your business. For example, Instagram and TikTok are especially useful for brands that have visually driven content, whereas Facebook places less of an emphasis on visual assets. By determining the app that is the best match for your brand and product, you will be able to focus your energy where it counts instead of spreading yourself thin by trying to launch and maintain shops everywhere.

Answer questions promptly 

The goal of social shopping is to get customers to purchase while they’re browsing online. However, some customers may still have questions about your product, shipping, or brand. Live chats or quick answers to comments on posts can help eliminate doubts and encourage users to shop with confidence. 

Go live with products

Live shopping events create buzz and attention. This involves livestreaming, often with a demonstration of your products in action, answering questions, and allowing customers to buy during the event. 

These interactive shopping experiences make it possible for viewers to react and respond to your stream in real time. You can also host live shopping events offering exclusive deals to viewers, which can further drive sales and encourage users to spread the word to others in real time.