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Read time 5 minutes

Connie Clary

Published On Jul 24, 2024

Social commerce is a dynamic blend of social media and e-commerce that transforms how consumers discover, engage with and purchase products online. Unlike traditional e-commerce platforms, social commerce leverages social networks like Facebook, Instagram and TikTok as powerful sales channels. It enables brands and businesses to directly connect with their target audience through interactive content, influencer collaborations and user-generated recommendations, turning casual browsing into seamless shopping experiences.

By integrating shopping features directly into social media platforms, social commerce enhances convenience, personalization and the overall shopping journey, bridging the gap between social interaction and social shopping with unprecedented efficiency and effectiveness.

With this brief answer to the question, What is social commerce? a bigger question is, Where can you find social commerce? Social commerce leverages various innovative strategies across different social commerce platforms to enhance the shopping experience and drive sales. Shoppable posts are a prime example, allowing businesses to tag products in their social media content on platforms like Instagram reels, stories, TikTok videos, Pinterest pins and Facebook photos, enabling users to purchase directly from these posts. Shoppable ads, although similar to shoppable posts, are tailored to specific audiences within paid social campaigns, serving as reminders or targeted promotions.

Some social commerce platforms offer storefronts within social profiles, creating an integrated e-commerce experience where businesses can showcase products and facilitate easy exploration and purchase. Collaborating with influencers is another effective strategy, as they endorse products through their content, tagging them for direct access to purchase links. Live shopping adds a personal touch by enabling real-time interaction through live streams, where brands can showcase products and engage directly with customers, facilitating immediate purchases through shoppable posts or payment links.

Additionally, in-app messaging can provide a direct channel for customer inquiries, product support and seamless checkout processes within social media platforms. These social commerce examples illustrate how social commerce utilizes various tools to merge social interaction with shopping convenience. Social commerce can improve consumer engagement while driving business growth in the digital age.

Social commerce has become increasingly prevalent across various platforms that offer unique features to facilitate seamless shopping experiences.

Some social commerce examples include:

Instagram, which stands out with its shoppable posts and Instagram Shopping, where businesses can tag products in their posts and stories, allowing users to purchase directly within the app.
TikTok has emerged as a powerhouse for social commerce through its engaging short-form videos that often feature products in use and influencer endorsements that drive purchasing decisions. Pinterest's "Buyable Pins" integrates shopping functionalities into its visual discovery platform, enabling users to shop directly from the pins they discover.
Facebook Marketplace, known for its peer-to-peer transactions, has also evolved into a social commerce platform where businesses can showcase products to a vast user base.

These social commerce platforms illustrate how social commerce has diversified and expanded, catering to differing consumer preferences and enhancing the social shopping experience through social interaction.

Many business owners ask, What is social commerce? and What benefits can it bring? Social commerce provides marketers with the ability to advertise and sell in the same space, streamlining the buying journey and providing businesses with many benefits.

Social commerce offers numerous advantages for companies looking to expand their online presence and engage with customers in innovative ways, such as:

Increased reach and visibility: By leveraging social media platforms, businesses can reach a broader audience beyond traditional e-commerce channels. Social commerce allows products to be discovered through shares, likes and recommendations, enhancing visibility.¹
Enhanced customer engagement: Social commerce encourages direct customer interaction through comments, likes, shares and reviews. This engagement builds trust and loyalty as businesses respond to inquiries and provide personalized customer service.²
Improved targeting and personalization: Platforms like Facebook and Instagram offer advanced targeting options based on user demographics, interests and behaviors. This targeting capability enables businesses to tailor their marketing efforts and product recommendations to specific segments, improving conversion rates.³
Seamless shopping experience: Integrating shopping features directly into social media platforms simplifies the purchasing process for customers. They can browse products, read reviews and make purchases without leaving the app, reducing friction and increasing sales.⁴
Influencer marketing opportunities: Partnering with influencers allows businesses to tap into their large, engaged follower base. Influencers can promote products authentically, reaching their audience and driving traffic to the business's social commerce channels.⁵
Cost-effective marketing: Compared to traditional advertising methods, social commerce offers a more cost-effective way to promote products and acquire customers. Businesses can allocate their marketing budget more efficiently based on performance metrics and return on investment.³
Brand awareness and loyalty: Consistent engagement and positive customer experiences on social media can strengthen brand awareness and loyalty. Social commerce facilitates ongoing communication with customers, encouraging repeat purchases and advocacy.⁵
Real-time feedback and market research: Social media provides a platform that allows businesses to gather real-time feedback on products and services. This feedback can inform product development, marketing strategies and overall business decisions.³
Adaptability and innovation: Social commerce allows businesses to quickly adapt to changing consumer preferences and market trends. It encourages innovation in marketing tactics, product offerings and customer engagement strategies, ensuring businesses remain competitive in a dynamic marketplace.¹

Social commerce empowers businesses to connect with customers meaningfully, drive sales and build a robust online presence that fosters long-term growth and success.

You may still want to know more about what is social commerce and how you can start a career in this exciting aspect of digital marketing. Students interested in pursuing a career in social commerce should gain an understanding of digital marketing, e-commerce principles and social media platforms. Marketing, business administration or digital communications courses can provide a foundational knowledge base. Internships or part-time roles in digital marketing agencies, e-commerce startups or social media management firms can offer valuable hands-on experience.

Networking with professionals in the industry through social media platforms like LinkedIn or attending industry events can also provide insights and potential job opportunities. Developing skills in analytics, content creation and understanding consumer behavior are all crucial for social commerce. Finally, staying updated on industry trends and technologies and being adaptable to changes in the digital landscape can help you in pursuing this field.

Earning a BS in Marketing and Advertising degree from GCU is the first step in beginning this career path. This bachelor's program provides the foundation for a career in social commerce with courses in consumer behavior, digital marketing, promotions, and advertising and marketing research.

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Written By

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Connie Clary

Program Lead, Marketing, Colangelo College of Business

Colangelo College of Business

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¹ Wu, Y., Nambisan, S., Xiao, J., & Xie, K. (2022). Consumer resource integration and service innovation in social commerce: The role of social media influencers. Journal of the Academy of Marketing Science, 50(3), 429–459.

² Wang, P., & Huang, Q. (2023). Digital influencers, social power and consumer engagement in social commerce. Internet Research, 33(1), 178–207.

³ Schaupp, L., & Bélanger, F. (2016). Social Commerce Benefits for Small Businesses: An Organizational Level Study. Journal of Organizational and End User Computing, 28(3), 49-66.

⁴ Li, J., & Chang, Y. (2024). The influence of seamless shopping experience on customers’ word of mouth on social media. Journal of Services Marketing, 38(5), 578–600.

⁵ Kumar, H., Singh, M. K., & Gupta, M. P. (2018). Socio-influences of user generated content in emerging markets. Marketing Intelligence & Planning, 36(7), 737–749.

Approved by faculty for the Colangelo College of Business on July 13, 2024.

What Is Social Commerce?

Social Commerce Examples

Most Common Social Commerce Platforms

The Benefits of Social Commerce for a Business

How To Pursue a Career in Social Commerce

Learn To Navigate Social Commerce With a Degree From GCU

Share This Story

What Is Business Analytics?

Management vs. Leadership: Understanding the Differences

What Can You Do With a Hospitality and Tourism Management Degree? Top Career Paths

What Is Business Analytics?

Management vs. Leadership: Understanding the Differences

What Can You Do With a Hospitality and Tourism Management Degree? Top Career Paths

Social Commerce Examples

Most Common Social Commerce Platforms

The Benefits of Social Commerce for a Business

How To Pursue a Career in Social Commerce

Learn To Navigate Social Commerce With a Degree From GCU