Is sCommerce the next big thing for your eCommerce business?

Social media has evolved from a place to share updates to a powerful platform for community-building and business.

If you've seen live product streams on Facebook or TikTok, you're looking at social commerce in action. What is this phenomenon, and why should you pay attention to it if you run an eCommerce store?

Quick overview

Social commerce (sCommerce) refers to selling directly on social media platforms such as Facebook or TikTok, where users can browse and purchase products without leaving the app. It includes collaborations with influencers, user-generated content, and live sales.

The main difference from traditional eCommerce is the social context of shopping – decisions are often impulsive, based on emotions, recommendations, and visually appealing product presentation. Selling via social media is influencing changes in the business models of online stores and logistics companies.

What is social commerce?

Social commerce (or social shopping) is a way to shop online directly on social media platforms like Facebook, TikTok, or Pinterest. Users can browse, select, and buy products without leaving their favourite social app.

Social commerce also refers to a whole set of strategies and activities on social media designed to encourage purchases. These may include:

• collaborations with influencers,
• advertising campaigns,
• user-generated content (UGC),
• sales livestreams (live commerce).

What distinguishes social commerce from traditional eCommerce is the social context: purchases are impulsive, driven by emotions, recommendations and engaging product presentation. Products often reach users through algorithms and content personalisation.

In addition, social platforms now offer built-in shopping features, such as product tagging in posts, payment integration, and order management without leaving the app.

3 differences between social commerce and eCommerce

Both sCommerce and eCommerce involve online transactions, but the fundamental differences lie in the purchase method, location, and decision-making dynamics.

1. Definition

eCommerce refers broadly to all online commercial transactions. Customers purchase products or services from online stores.

On the other hand, sCommerce relates only to sales on social media platforms. The entire buying process, including payment, happens inside the social media app.

2. Customer journey

In eCommerce, the customer visits the store's website (via a search engine, advertisement or directly from a browser) or uses a dedicated store app. They browse the available products, add them to the cart, and proceed to checkout. The process is usually well thought out and can last until the customer finds a product that fully meets their expectations. It typically requires user intent to open the website or app and search for a product, rather than being triggered by content.

The foundations of social commerce are impulsive decisions that people make while browsing social media. The need to buy is generated by influencers presenting the product in short videos, UGC creators sharing recommendations, or shop owners showing their stock during sales livestreams.

3. Purpose

The goal of traditional online shopping is to give customers the chance to shop online and expand the client base beyond the local market.

Beyond sales, sCommerce emphasises building relationships with customers and gaining their trust through frequent interactions and consistent, engaging brand presence.

How is social shopping growing in popularity?

The sCommerce trend has its roots in Asia. In 2024, the Asia Pacific region accounted for 71.6% of the global social market, generating revenue of over $829 billion. Globally, the sCommerce market is worth over a trillion dollars.

In Europe, selling through social media platforms is most popular in the United Kingdom. In 2024, sales value exceeded $36 billion. Some forecasts suggest that by 2033, social commerce revenue in the UK could grow to over $460 billion. These projections depend on factors such as user adoption, platform innovation, and logistics readiness.

Which social media channels are best for selling?

Two giants lead the way in sCommerce in Europe. The most popular is Meta, which owns platforms such as Facebook and Instagram. According to Research and Markets, social commerce on these platforms dominates the European market thanks to their large and active user base. TikTok is close behind with its TikTok Shop, launched in the UK in 2021. On TikTok, customer purchasing decisions are often driven by viral content.

Video source: YouTube, channel HopeScope

Social commerce in your online store: 3 things you should know

Social commerce is shaping expectations for how people want to shop online. To meet these expectations, your infrastructure needs to be flexible and well-integrated. If you're reviewing your setup, it may be worth exploring options for eCommerce software development that can support modern sales channels like TikTok Shop or Instagram Shopping. Here are the steps to adapt your store to these trends.

Step 1: Prepare the infrastructure

Make sure your systems are ready for eCommerce integrations with social media shopping features such as Facebook Shops, Instagram Shopping, TikTok Shops, or others. Sales processes should support a unified flow of orders, regardless of the channel.

Social media platforms are rich sources of customer data. Prepare systems to collect and utilise it. Data analytics will help you personalise content, which will improve the customer shopping experience. You can also offer customers direct communication by integrating popular messaging apps with your eCommerce store. In messengers, you can prepare ready-made answers to the frequently asked questions, which will help customers make purchasing decisions.

Step 2: Make changes in business model

Adapting your business model can help meet the demands of sCommerce. Focus on creating visually appealing and easy-to-digest content. Its job is to encourage users to make quick purchases, even if unplanned.

Harness the power of UGC and collaborate with micro-influencers who build authentic relationships with their audiences.

Your brand should also be visible, consistent, and actively engaged on social platforms to build trust and loyalty.

Step 3: Be ready for express shipping

Social media customers expect lightning-fast delivery. So, if you decide to start with sCommerce, you need to have your products in stock and ready for immediate shipment. Also, check how long it takes for shipping companies to deliver to your customers. Many people who shop on social media expect next-day delivery and may not wait longer.

Why are social commerce platforms a challenge and opportunity for logistics?

Social commerce is changing consumer expectations and reshaping eCommerce processes. Live sales and viral content can cause unpredictable surges in demand. A single post or broadcast can generate thousands of orders in minutes. This puts pressure on logistics systems to be agile and responsive.

As mentioned earlier, many customers expect rapid delivery. The 'click and wait three days' model is being replaced by next-day or same-day expectations. If businesses can't meet that demand, customers are likely to go elsewhere.

That's why companies in social commerce need logistics systems that work in real time. Warehouses must be responsive, and stock must be ready for shipment before the “buy now” moment even happens. Automation is essential in this model. Orders must flow smoothly from social media platforms into the fulfilment pipeline. Every delay reduces the chances of completing a sale.

Automating storage, packaging, and shipping speeds up the process and reduces costs. Efficient returns management is also critical. Consumers expect returns to be as simple as purchases. A minimum of 14 days to return an item is now widely expected across many regions.

Wrapping up

Social commerce is growing quickly, and both online retailers and logistics providers need to keep pace. Many existing logistics models are not yet suited to the demands of fast, integrated, and real-time shopping experiences.

If your company is exploring social commerce, now is a good time to review and strengthen your digital infrastructure. Investing in logistics software development solutions that support fast order fulfilment, real-time visibility, and process automation can help your business adapt to this changing landscape.

Social commerce FAQ

1. What makes social commerce more than just another sales channel? Social commerce isn’t just about selling products through social media – it’s about meeting customers where they already spend their time and making purchasing feel like a natural part of their experience. Unlike traditional eCommerce, it adds layers of community, content, and trust through influencers, user reviews, and live interaction.

2. What are the biggest advantages of social commerce for sellers? Direct access to customers wherever they spend their time, as well as greater engagement, faster purchasing decisions and lower reach costs.

3. Is social commerce only suitable for the fashion and beauty industries? Not at all. While early adopters were in fashion and beauty, sCommerce is expanding in areas like home decor, electronics, parenting products, food and drink, and even education. What matters most is whether your product can be visually demonstrated, recommended, or discussed in a way that sparks interest.

4. How do I integrate social commerce platforms with my online store or ERP? Integration typically involves API connections between social platforms (like TikTok Shop, Meta Commerce Manager) and your eCommerce platform or ERP system. You'll need to configure product syncing, order routing, inventory updates, and payment reconciliation. Some tools offer plug-and-play connectors; others require custom development.

5. Are payments and data security reliable on social commerce platforms? Yes – most platforms have built-in payment systems with industry-standard encryption and fraud protection. TikTok Shop, Facebook Shops, and Instagram Shopping support secure checkouts, and in many regions, they also support buyer protection schemes. You can also integrate external gateways like Stripe or PayPal if supported.

6. Where should I start if I want to implement social commerce in my store? Start by checking whether your product is well-suited for visual presentation or real-time demos. Then assess your logistics: do you have stock ready, and can you ship fast enough to match customer expectations? Finally, test your setup – start small with a single product and a live sale to see how your audience responds.

7. Can social commerce help reduce cart abandonment? Yes. Because the purchase happens directly in the app, there's less friction – no switching tabs, no login walls, and no distractions during checkout. That often results in higher conversion rates compared to traditional web-based stores.

8. What content performs best in social commerce? Short-form videos, live streams, and authentic user-generated content perform best. Customers respond to real people using and recommending products. Overproduced ads often underperform compared to relatable, unscripted content from influencers or loyal users.

9. Is social commerce just a trend, or should I invest long-term? It’s evolving quickly, but the fundamentals – community-driven recommendations, embedded shopping, and mobile-first behaviour – are here to stay. Instead of treating it as a trend, treat it as a new layer of commerce that complements your other channels.