The buy button is no longer just on your website — it’s in your customers’ feeds. In July 2021, social platforms have evolved into full-fledged storefronts, allowing customers to browse, compare, and purchase without ever leaving the app. From Instagram Shops to Facebook Marketplace and Pinterest product pins, the path from discovery to checkout has never been shorter.
Defining Social Commerce
Social commerce is the integration of shopping experiences directly within social media platforms. It eliminates friction by letting customers complete purchases without navigating to an external site. Why it matters now: as mobile usage dominates and lockdowns keep consumers shopping from home, social commerce offers both convenience and immediacy — two factors proven to drive sales.
B2B vs. B2C Perspectives
In B2B, social commerce is emerging in niche ways, such as selling event tickets, software subscriptions, or educational content directly through LinkedIn or Facebook groups. In B2C, it’s a full-force retail channel, with fashion, beauty, home goods, and specialty products thriving on platforms that merge inspiration with instant purchase options.
COVID-19 and the Social Commerce Boom
With physical retail limited and more consumers spending time on social media, social commerce adoption has accelerated dramatically. Brands that previously treated social platforms as awareness channels are now building full sales funnels within them — meeting customers where they already scroll and shop.
Factics
What the data says:
- eMarketer (2020) projected U.S. social commerce sales to surpass $36 billion by 2021, up 34.8% year over year.
- Sprout Social (2019) found that 77% of consumers are more likely to buy from a brand they follow on social media.
- GlobalWebIndex (2020) reports that 54% of social browsers use social media to research products.
- Statista (2019) shows that Instagram has over 130 million users tapping on shopping posts each month.
- Pinterest (2019) notes that 83% of weekly Pinners have made a purchase based on content from brands on the platform.
How we can apply it:
- Set up native shops on Instagram and Facebook to enable in-app checkout.
- Optimize product imagery and descriptions for social-first viewing.
- Leverage Pinterest product pins with pricing and availability details for higher purchase intent.
- Use shoppable posts and Stories to integrate products seamlessly into content.
- Run targeted ads that lead directly to in-platform product pages.
Platform Playbook
- Instagram: Create curated collections in Instagram Shops and use tagged products in Reels and Stories.
- Facebook: Leverage Marketplace for local and niche product sales, and Shops for brand-owned storefronts.
- Pinterest: Utilize Rich Pins with product info and link directly to checkout-enabled landing pages.
- LinkedIn: Sell tickets to webinars or gated B2B resources through event listings and sponsored content.
- TikTok: Integrate shopping links into short-form content for impulse-friendly purchases.
Best Practice Spotlight
Gymshark has mastered the art of social commerce on Instagram, using influencer partnerships, shoppable posts, and limited-time drops to drive urgency. By combining high-quality creative with frictionless checkout, they’ve turned their feed into a revenue-generating machine.
Strategic Insight
What’s your story? You’re the brand that sells where your customers scroll.
What do you solve? The gap between product discovery and purchase decision.
How do you do it? By embedding your store directly into the social platforms your audience uses daily.
Why do they care? Because convenience and immediacy increase the likelihood of purchase.
Social commerce connects seamlessly with strategies from January’s personalization, February’s conversational tools, March’s predictive content, April’s first-party data strategies, May’s transparency, and June’s data ethics — all of which underpin trust and conversion.
Hypotheticals Imagined
These scenarios outline how brands can fully integrate social commerce into their marketing mix, combining platform-specific features with strategic execution.
**Scenario 1: Fashion Retailer Launches Instagram & Facebook Shops**
Background: A mid-sized fashion brand wants to boost direct-to-consumer sales during ongoing lockdowns.
Execution Steps:
1. Set up Instagram and Facebook Shops with complete product catalogs and lifestyle imagery.
2. Use Stories with tagged products for seasonal lookbooks.
3. Run retargeting ads for users who viewed but didn’t purchase.
4. Offer limited-time discounts exclusive to in-app shoppers.
Expected Outcome: Increased conversion rates from social followers and reduced drop-off by removing the need to leave the platform.
Potential Pitfalls: Poor product tagging or missing inventory updates can cause frustration.
**Scenario 2: B2B Home Décor Supplier Leverages LinkedIn Events & Pinterest Rich Pins**
Background: A wholesale décor supplier aims to connect with boutique retailers.
Execution Steps:
1. Host a virtual product showcase via LinkedIn Events.
2. Use sponsored posts to invite targeted retail buyers.
3. Create Pinterest Rich Pins featuring wholesale pricing and availability.
4. Link Rich Pins to a gated catalog request form.
Expected Outcome: A shorter sales cycle through visual discovery and immediate lead capture.
Potential Pitfalls: Failure to align creative across platforms could weaken brand impact.
**Scenario 3: Local Artisan Market Expands Reach via TikTok & Pinterest**
Background: A regional artisan market wants to grow beyond local foot traffic.
Execution Steps:
1. Create TikTok videos showcasing artisans and their products with shopping links.
2. Pin product features and DIY inspiration on Pinterest with direct buy options.
3. Collaborate with micro-influencers for unboxing and product demo content.
4. Use analytics to refine content themes based on engagement.
Expected Outcome: Expanded reach into new geographic markets with minimal overhead.
Potential Pitfalls: Over-reliance on influencer content without strong brand voice.
References
eMarketer. (2020). Social Commerce Sales Forecast. https://www.emarketer.com
Sprout Social. (2019). Social Media and Consumer Buying Trends. https://sproutsocial.com
GlobalWebIndex. (2020). Social Media Trends. https://www.globalwebindex.com
Statista. (2019). Instagram Shopping Statistics. https://www.statista.com
Pinterest. (2019). Pinterest Marketing Insights. https://business.pinterest.com
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