Social Commerce
Social commerce is selling products directly within social media platforms, letting users discover and buy without leaving the app.
Social commerce lets people discover, browse, and buy products without leaving a social platform, using features like Instagram Shopping, TikTok Shop, and shoppable posts. It differs from social media marketing by completing the purchase in-app rather than sending users to an external site. It matters because every extra step loses buyers, so removing friction lifts conversion, especially for impulse and creator-driven purchases. Brands measure it with conversion rate, average order value, and checkout completion. Tactics include product tags in posts and Reels, live shopping events, and creator partnerships that link directly to a checkout.
Examples
- A fashion label tagging products in a Reel so viewers tap to buy instantly.
- A beauty brand hosting a TikTok live shopping event with limited-time deals.
- Shoppable Instagram posts that open an in-app checkout.
Related terms
Percentage of people who took the desired action after seeing your content.
Social media marketing is the practice of promoting a brand, product, or service through content and paid ads on social platforms to reach and engage an audience.
Influencer marketing is a strategy where brands partner with creators who have trusted audiences to promote products through authentic content.