Social Commerce
Buying and selling products directly through social media platforms.
Definition
Social commerce integrates e-commerce functionality directly into social media platforms, allowing users to discover, browse, and purchase products without leaving the app. This includes shoppable posts, in-app checkout, live shopping events, and product catalogs on platforms like Instagram, TikTok, and Facebook.
Why It Matters
Social commerce removes friction from the purchase journey by enabling instant buying decisions. With users spending hours on social media daily, meeting customers where they already engage creates significant sales opportunities.
Examples in Practice
Instagram Shopping tags products in posts, linking to in-app checkout. TikTok Shop enables creators to sell products during live streams. Pinterest buyable pins let users purchase without leaving the platform.