Explore the Top Social Commerce Platforms for Your Brand’s Success

Social commerce is changing how we shop online by combining social media and online stores. Now, consumers can find products, read reviews, and buy products without leaving their favorite social apps, significantly influenced by changing consumer behavior. It creates a smooth shopping experience by using our daily social media hours.

The numbers are impressive:

• The global social commerce market is expected to grow from $570 billion in 2023 to over $1 trillion by 2028.

• Over 2 billion people now shop through social platforms.

• Young consumers (Gen Z and Millennials) are leading this trend.

• The discovery of new products is largely driven by social media; Generation Z is twice as likely to discover brands via influencers

Video content is key to success in social commerce. Platforms like TikTok and Instagram offer features such as shoppable videos, live shopping events, and in-app product displays that make shopping more engaging and interactive. Videos show products in action, leading to impulse buys and greater brand visibility.

Social commerce is changing online shopping by bringing shopping features directly into social media, and video content plays a significant role in this shift. As this market grows, companies like Vidpros are essential in helping businesses take advantage of this trend through video editing.

TLDR:

What is Social Commerce?

If you’ve been wondering what social commerce is, here’s the simple version: online shopping happens directly within your favorite social media platforms. Unlike traditional online shopping, where you must visit a separate website, social commerce lets you discover, browse, and buy products without ever leaving apps like Instagram or TikTok. Unlike a traditional ecommerce platform, social commerce integrates shopping experiences directly into social media channels.

Social commerce uses the power of social interactions– likes, comments, shares, and recommendations from friends to help you make purchasing decisions. Shopping is made social, and it’s changing the way we discover and buy products online.

How Social Commerce differs from Traditional E-commerce?

Traditional e-commerce and social commerce may seem the same at first glance, but they operate differently in practice:

• Platform. When shopping through traditional e-commerce, you visit dedicated shopping websites like Amazon or Walmart.com. Social commerce happens entirely on the social platform you use daily, like Facebook, Instagram, and TikTok.

• Product Discovery. In traditional e-commerce, you find products through search engines or by visiting online stores. In social commerce, products appear naturally in your social media feeds through influencer posts and content shared by people you follow.

• Social Interaction. Traditional e-commerce relies mainly on customer reviews and ratings. Social commerce makes real-time social interactions part of your shopping experience.

Why Consumers Shop on Social Platforms? The Role of Influencer Marketing

The number of social commerce buyers is increasing as more people make purchases directly through social media platforms. People are drawn to social commerce for several reasons:

• Convenience. Shopping within social media platforms eliminates the need to visit separate websites; it’s a more streamlined experience that fits into your daily social media browsing.

• Social Proof. Seeing what your friends recommend and what influencers you trust are using assures you of product quality and relevance before you buy.

• Engagement. Social platforms create interactive shopping experiences, such as live shopping events and influencer collaborations, that build trust and interest in ways traditional online stores can’t.

Visual and Video Content

Social shopping integrates user-generated content and influencer marketing to enhance customer experiences. Visual and video content are the driving force behind purchasing decisions in social commerce:

• Higher engagement. Video content, especially on platforms like TikTok and Instagram, captures attention quickly by showing products in dynamic and engaging ways that static images can’t.

• More substantial influence. Shoppable videos and livestreams allow you to see products in action, which can trigger impulse buys and build brand loyalty through authentic demonstrations.

• Discovery. Visual content helps you discover new products as you scroll through your feeds, and platform algorithms highlight products relevant to your interests.

Benefits for Businesses

Direct Access to Target Audience

One of the most considerable advantages social commerce offers businesses is direct access to potential customers who already spend significant time as social media users. With billions of users worldwide, these platforms provide an opportunity to reach specific audiences in their natural habitat.

Businesses can tailor their content based on demographics, interests, and behaviors to maximize relevance and impact. This targeted approach means your marketing efforts reach the people most likely to be interested in your products, reducing waste and increasing efficiency.

Higher Conversion Rates through Social Proof

Social proof is a strong driver of conversions in social commerce. When potential customers see user-generated content, reviews, and testimonials from real users, they develop more trust in products and brands.

Effective inventory and pricing management can significantly enhance social commerce sales.

This authentic content is evidence of product quality and value and encourages more confident buying decisions. Studies show that products with user-generated reviews convert 2-3 times higher than those without, and social proof significantly impacts buying behavior.

Shorter Customer Journey

One of the best parts of social commerce is how it shortens the buying process. Customers can discover, evaluate, and buy products without leaving social media platforms.

This reduced friction shortens the path from discovery to purchase and reduces cart abandonment rates and overall shopping efficiency. For businesses, this means more completed transactions and higher conversion rates than traditional e-commerce, with multiple steps across different platforms.

More Engagement through Rich Media Content

Rich media content, especially video, creates more engaging and immersive shopping experiences than traditional product listings. Features like shoppable videos and live streaming allow customers to interact with products dynamically.

This deeper engagement builds stronger connections with brands, drives loyalty, and encourages repeat business. Video content is especially effective; 76% of consumers have bought a product after watching a brand’s video.

Top Social Commerce Platforms: Western Markets

Instagram

Shopping Features

Instagram has evolved from a photo-sharing app to a social commerce platform with several integrated shopping features:

• Product Tags. Businesses can tag products directly in posts, stories, and reels, and users can shop without leaving the app. This seamless integration makes the path from discovery to purchase very short.

• Instagram Shops. Brands can create custom storefronts to showcase their product collections, and users can browse and buy all in one place.

• Checkout. Instagram Checkout allows seamless in-app purchases and eliminates the need to visit external websites.

Instagram Live Shopping Capabilities

Instagram Live shopping takes social commerce to the next level by allowing brands to show products in real-time, interact with customers, and offer exclusive deals. This interactive feature drives engagement and impulse buys, as viewers can buy products during the broadcast.

The live format creates a sense of urgency and FOMO (fear of missing out) that drives conversions, and some brands report conversion rates up to 30% higher during live shopping events than regular posts.

Influencer Collaborations and Their Impact

Influencers are key to Instagram’s social commerce network. By promoting products through sponsored content, influencers with engaged audiences can drive sales and increase brand awareness. 

Their real recommendations carry weight with their followers, who trust their opinions, and they often convert higher than traditional ads. Micro-influencers (those with smaller but highly engaged audiences) can be very effective, with up to 60% higher engagement than larger accounts.

Video Content Best Practices

To maximize video content on Instagram, businesses should follow these best practices:

• Short-form Content. Use Instagram Reels and Stories for short, engaging videos that grab attention quickly. Keep Reels under 30 seconds and deliver value right away.

• High-quality Visuals. Make sure videos are visually appealing and professionally produced to represent your brand well. Good lighting and steady footage make a big difference in viewer perception.

• Interactive Elements. To engage your audience, add polls, questions, or quizzes. Interactive content gets 2x higher engagement than passive content.

• Shoppable Links. Use product tags to make videos shoppable, reduce friction in the buying process, and increase conversion opportunities.

Facebook

Facebook has two different commerce platforms for different selling needs:

Facebook Shops. Facebook Shops allows businesses to create full-featured online stores within the platform with these features:

• Product Catalog Integration. Businesses can integrate their entire product catalog into Facebook Shops, and customers can browse and buy directly within the platform.

• Customizable Storefronts. Sellers can customize their storefronts with branding and design elements to match their brand identity and create a cohesive shopping experience.

• Payment Options. It supports multiple payment methods, including debit/credit cards, PayPal, and Meta Pay, giving customers flexibility.

• E-commerce Integrations. Integrates seamlessly with popular e-commerce platforms like Shopify and WooCommerce for inventory management across multiple sales channels.

Facebook Marketplace. While Shops are for businesses, Marketplace serves different needs:

• Local Focus. Primarily for buying and selling used goods within local communities, ideal for person-to-person transactions.

• No Payment Processing. Transactions are arranged outside the platform, and there is no built-in payment processing, which allows for more flexibility for local exchanges.

• No Storefront Customization. Sellers list products directly without the ability to create custom storefronts focused on individual products rather than brand presence.

Product Catalog Integration. Facebook’s product catalog integration allows businesses to:

• Manage their inventory from one place, save time, and reduce errors across multiple sales channels. 

• Update product information across Facebook and Instagram, and keep pricing and stock consistent.

• Create dynamic ads that show products to potential customers based on their browsing behavior.

• Track performance and sales across platforms to optimize marketing and inventory management.

Advertising for Commerce

Facebook has powerful advertising tools for commerce:

• Targeted Ads. Businesses can reach specific audiences based on demographics, interests, and behaviors, so marketing dollars are spent on potential customers.

• Product Ads. Formats like carousel ads and collection ads allow businesses to show multiple products in one ad, increasing chances of catching interest.

• Retargeting. Businesses can reconnect with users who have engaged with their content or visited their website, which converts 3-5x higher than cold traffic.

Video Content to Drive Sales

Compelling video content is key to driving sales on Facebook:

• Live Shopping. Use Facebook Live to show products in real-time; users can buy tagged products during the broadcast. Live videos get 6x more interactions than regular videos.

• Shoppable Videos. Tag products in pre-recorded videos to make purchasing seamless without interrupting the viewing experience.

• Influencer Collaborations. Partner with influencers to create engaging video content that promotes products to their established audience, leveraging their credibility and reach.

• Storytelling. Use video to tell brand stories that resonate with viewers and build brand loyalty. Narrative-driven content gets 22% higher engagement than product-focused videos.

TikTok

TikTok Shop Features and Availability

TikTok Shop is changing how Gen Z and millennials discover and buy products. This e-commerce feature allows users to purchase products without leaving the TikTok app, creating a seamless shopping experience within the platform where they already are. TikTok has integrated social selling elements to facilitate the entire sales process within the platform.

Available in select markets, including Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, and Vietnam, TikTok Shop has these key features:

• Shop Tab. This is a shopping interface where users can browse products, manage orders, and interact with merchants, providing a complete shopping experience.

• Product Showcase. Brands can create custom product collections on their profiles so followers can browse and buy products easily.

• Shoppable Videos and Live Streams. The magic of TikTok is that users can buy products instantly from videos and live broadcasts by clicking on product tags, turning content into shopping opportunities.

• Affiliate Program. Content creators can earn commissions by promoting products through their short videos and live streams, a win-win for brands and influencers.

#TikTokMadeMeBuyIt Phenomenon

The #TikTokMadeMeBuyIt hashtag has become a cultural phenomenon, showing how much TikTok affects consumer purchasing decisions. With billions of views, this trending hashtag has created many viral products that sell out within days or hours of being featured in popular videos.

Users share products they’ve bought after seeing them on TikTok, often through engaging content and influencer recommendations. This trend proves how social proof and user-generated content can drive sales across various product categories, from skincare and makeup to kitchen gadgets and fashion items.

Live Shopping Sessions

Live shopping on TikTok allows brands to connect with customers in real time, show products, and answer questions immediately. This interactive approach builds engagement and encourages on-the-spot buying decisions.

Key strategies for live shopping sessions:

• Real-time Engagement. Respond to comments and acknowledge viewers to build a relationship that builds trust and loyalty.

• Special Incentives. Offer time-limited discounts or viewer shoutouts to encourage participation and create a sense of urgency that will drive conversion.

• Dynamic Product Demonstrations. Use live sessions to show products in action, highlight features, and answer potential objections in real time to increase buying confidence.

Creating Short-Form Video Content That Sells

To create short-form video content on TikTok that converts:

• High-Quality Visuals. Use visually appealing graphics and professional editing to grab attention quickly in a crowded feed. The first 3 seconds are crucial for retention.

• Compelling Storytelling. Craft narratives that resonate with your audience, focusing on relatable situations or surprises that keep viewers watching.

• Interactive Elements. Add polls, questions, or challenges to increase engagement and get users to participate beyond passive viewing.

• Shoppable Links: Tag products in videos to enable seamless purchasing and reduce friction between interest and action.

Pinterest

Visual Inspiration to BuyPinterest is more than a mood board, it’s a commerce engine where visual inspiration equals purchase intent. With 450 million monthly active users looking for ideas and products, this platform is a unique opportunity to capture customers at the consideration stage.

Shopping Pins and Catalogs

Pinterest has unique features that turn visual inspiration into shopping opportunities:

• Shopping Pins. Enhanced pins show real-time pricing and availability and provide direct links to retailers so users can buy products without leaving Pinterest.

• Catalogs. Businesses can upload their entire product catalog to Pinterest, and it will automatically create shoppable pins. It ensures product information stays current and creates a seamless shopping experience.

Visual Discovery Features

Pinterest’s visual-first approach enables product discovery in new ways:

• Visual Search. The Pinterest Lens tool allows users to take photos of any item and find similar products on the platform.

• Shopping Spotlights. Curated collections highlight trending products and expert recommendations so users can discover new products aligned with their interests.

Target Audience and Product Categories

Pinterest’s audience is primarily female, and the focus is on lifestyle content. The following product categories perform well due to the platform’s inspirational and visual nature:

• Home Decor. This category is top-performing because users seek home improvement and decoration ideas.

• Fashion. Fashion brands benefit from Pinterest’s visual platform by showing clothing and accessories in lifestyle contexts.

• Beauty. Beauty products and tutorials are popular, and users seek inspiration for skincare routines and makeup techniques.

Creating Pin-Worthy Video Content

To create video content that performs on Pinterest:

• High-Quality Visuals. Use explicit, high-res imagery that showcases product features.

• Storytelling. Develop narratives that resonate with your audience, often focusing on lifestyle benefits or inspirational themes.

• Short-Form Content. Optimize videos for short viewing sessions with concise messaging and eye-catching visuals.

• Shoppable Links. Tag products in videos to enable seamless purchasing.

YouTube: Video Commerce

YouTube has evolved from a video-sharing platform to a full-fledged shopping destination where content creators and brands can monetize their audience through product integrations. With over 2 billion logged-in monthly users, it’s a must-have product discovery and research channel.

Shopping Features and Integrations

YouTube has shopping features that allow businesses to integrate their e-commerce store directly with the platform. 

• Product Tagging. Businesses can tag specific products in their videos so viewers can click on the tags to learn more and buy without leaving YouTube.

• Shopping Collections. Creators can curate product collections so viewers can have an organized and immersive shopping experience around specific topics or interests.

• Storefront Integration. Merchants can connect their existing e-commerce platform (e.g., Shopify) to YouTube so that product information and inventory are consistent across all sales channels.

Product Review Videos and Unboxing

Product review videos and unboxing work well on YouTube because:

• They provide detailed information to help viewers make purchasing decisions.

• They’re authentic experiences from actual users or influencers.

• They showcase product features and benefits.

• They build credibility and trust through honest opinions and real-world usage.

These formats are becoming key in the buying journey as many consumers search for reviews before purchasing.

Live Streaming for Product Demonstrations

Live streaming on YouTube offers businesses:

• To demonstrate products in real-time and show features.

• To interact with potential customers and answer questions immediately.

• To build authenticity through unscripted moments.

• To create urgency with limited-time offers exclusive to live viewers.

• To gather feedback on products and address concerns in real-time.

Snapchat: AR Shopping

Snapchat has moved from a disappearing message app to an AR powerhouse that’s changing how younger consumers shop. With 750 million monthly active users and 90% of 13-24-year-olds in the US using the platform, it’s a gateway to Gen Z shoppers.

AR Shopping Features. Snapchat has innovative AR tools that change how customers shop online:

• Virtual Try-On. Users can see how clothes and accessories look on them without trying them on.

• 3D Viewer. Customers can view products from all angles before buying.

• Fit Finder. AI technology that suggests the correct size based on individual body measurements.

• Catalog-Powered AR Shopping Lenses. Combines product catalogs with AR features so users can interact with multiple products in one lens.

Snap Store. Snapchat doesn’t have a traditional store but has shopping through:

• Integration with brand product catalogs.

• AR experiences that connect to purchase options.

• Seamless shopping within the platform.

Target Audience

Snapchat primarily reaches:

• Gen Z users

• Younger Millennials (Highly receptive to AR experiences and digital shopping innovations).

Creating Snap Content for Commerce

To create shopping content on Snapchat:

• Develop interactive AR experiences that show products realistically.

• Personalize shopping experiences for individual users.

• Create short, engaging videos for short attention spans.

• Use shoppable lenses with direct purchase links.

Twitch: Community-Commerce

Twitch has gone beyond gaming content to become a diverse live-streaming platform where engaged communities congregate around shared interests. With 31 million daily visitors spending 95 minutes on the platform, it’s a unique space for interactive commerce.

Live Product Demonstrations and Sales

Twitch offers unique opportunities to showcase products in real-time:

• Real-time product showcases where viewers can see items in action.

• Interactive demos where audience questions can be answered immediately.

• Building trust through product usage in natural streaming environments.

According to recent trends, 31% of consumers believe live shopping helps them make more informed purchasing decisions.

Gaming Audience and Niche Product Opportunities

Twitch’s niche audience provides targeted marketing opportunities:

• The primary demographic is gaming enthusiasts.

• Expanding audience in music, art, cooking, and other creative categories.

• It is ideal for gaming peripherals, esports gear, and tech gadgets.

• Niche products that align with specific streaming communities.

Streamer Collaborations

Partner with Twitch creators for powerful marketing:

• Creators are trusted voices within their dedicated communities.

• Collaborations through product placements and sponsored streams.

• Interactive challenges and events to highlight products.

• Authentic endorsements that resonate with highly engaged audiences.

Creating Engaging Livestream Content

Effective Twitch content requires:

• Authenticity that matches streamer style and audience expectations.

• Interactivity through live chat, polls and Q&A.

• Demonstrate products in real-world scenarios.

• Exclusive deals or giveaways to drive engagement and conversions.

Amazon Live: Integrated Shopping

Amazon Live combines the power of live streaming with the conversion potential of the world’s largest e-commerce platform. This creates a seamless path from discovery to purchase that traditional social media can’t match.

Features

Amazon Live is a streaming platform integrated with Amazon’s shopping:

• Interactive Streaming. Hosts can chat with viewers for real-time questions and feedback.

• Shoppable Product Carousel. Featured products appear below the video stream for purchase.

• Amazon Ecosystem Integration. Streams appear on the Amazon Live homepage, product detail pages, and follower notifications.

• Direct Sales Connection. Seamless path from demo to purchase within the same platform.

Influencer Program

Amazon Live connects with the Amazon Influencer Program to extend reach:

• Available to qualified influencers with active Amazon Influencer accounts.

• Enables content creators to monetize their audience through product recommendations.

• Provides influencers with tools to create shopping content.

• Offers commission for products sold through streams.

Best Practices for Product Demonstrations

Amazon Live best practices:

• Real-time Audience Engagement. Respond to comments and questions to build trust and connection.

• Transparent Product Showcases. Demonstrations should highlight key features.

• Cross-platform Promotion. Promote streams on external channels to increase views.

• Exclusive Stream Offers. Special deals during streams create urgency and conversions.

Professional Video Content Matters

High-quality content is key to Amazon Live’s success:

• High-quality visuals enhance product appeal and trust.

• Clear audio ensures product info is communicated properly.

• Professional presentation stands out in a crowded market.

• Technical reliability prevents disruptions during critical selling moments.

Top Social Commerce Platforms: Asian Markets

Asian markets are leading the way in social commerce, with platforms that combine shopping, social, and payment experiences that Western platforms are only starting to adopt. Understanding these ecosystems is critical for any brand with global ambitions.

WeChat

Mini Programs and WeChat Pay

WeChat Mini Programs is a commerce ecosystem within China’s most popular app:

• Lightweight Apps. Mini Programs are apps within WeChat that don’t require separate downloads.

• Seamless Payment. WeChat Pay integration allows transactions without leaving the app.

• Complete Shopping Experience. Users can discover, research, and purchase in one place.

• QR Code Access. Mini Programs can be launched by scanning QR codes.

Social Sharing Features

WeChat’s social commerce strength lies in its sharing features:

• Product sharing through direct messages.

• Content distribution via Moments (WeChat’s social feed).

• Group sharing for family and friend recommendations.

• Virality through natural social connections.

China Market Reach

WeChat has unparalleled access to Chinese consumers:

• 928 million daily active users interact with Mini Programs.

• Essential platform for daily activities beyond shopping.

• Full-fledged network across multiple service categories.

• Critical to any brand entering the Chinese market.

Content Strategies for Western Brands on WeChat

Western brands can succeed on WeChat with these approaches:

Cultural Adaptation

• Create content that aligns with Chinese values and preferences.

• Provide Mandarin support throughout the customer journey.

• Acknowledge and incorporate local festivals and dates.

Interactive Experiences

• Gamification elements that appeal to WeChat users.

• Exclusive offers only on the platform.

• Digital experiences to encourage exploration.

Social Sharing and Community

• Content designed to be shared among friend groups.

• Build communities around brand interests.

• Respond quickly to user engagement and feedback.

MagicLinks

MagicLinks has grown from an influencer platform to a complete social commerce solution with many integrated features:

• Influencer Recruitment and Management. Businesses can find and work with creators through a proprietary marketplace with influencer scoring and segmentation tools. This seamless integration makes influencer partnerships more strategic and practical.
• Content Management. Brands can ensure all content meets their standards through approval processes and UGC management, and users get a consistent brand experience across platforms.
• Campaign Analytics. MagicLinks provides performance tracking and ROI measurement, so you don’t have to guess how influencer marketing works.

MagicLinks Social Commerce

MagicLinks takes social commerce to the next level by allowing you to create shoppable content, integrate with e-commerce platforms, and track sales performance. Viewers can buy products directly through creator links.

The platform creates authenticity and trust that drives conversions, and some brands see significant ROI when partnering with the right creators through MagicLinks’ Match Intelligence technology.

Creator Collaborations and Impact

Creators are the backbone of MagicLinks’ social commerce network. By promoting products through authentic content, creators with engaged audiences can drive sales and brand awareness.

Their recommendations carry weight with their followers, who trust them and convert higher than traditional ads. GenZ and Millennial creators are particularly effective, with higher engagement rates than traditional marketing approaches.

Video Content Best Practices

To maximize video content with MagicLinks, follow these best practices:

• Platform-optimized content. Use different formats for TikTok, YouTube, and Instagram to match each platform’s strengths. Keep content authentic and engaging to maintain trust.
• High-Quality Visuals. Make sure videos are high-quality and professionally produced to represent your brand well. Vidpros can help create content that stands out in crowded social feeds.
• Interactive Elements. To engage your audience, include compelling CTAs and interactive elements encouraging engagement and sharing.
• Shoppable Links. Use MagicLinks to make videos shoppable, reduce friction in the buying process, and increase conversion opportunities.

Capping off

Social commerce is moving fast, and new platforms and features are popping up constantly. By understanding each platform’s unique strengths, you can create targeted strategies that deliver strong ROIs and memorable shopping experiences for your customers.

Video content is the foundation of successful social commerce strategies across all platforms:

• On Instagram and TikTok, short-form shoppable videos drive impulse purchases.

• Facebook and YouTube use more extended demos to build product understanding.

• Snapchat uses AR-enabled video to create virtual try-on experiences.

• Twitch and Amazon Live use real-time video to connect products with communities.

• Even Pinterest, traditionally image-focused, has shifted to video pins to increase engagement.

Success on any platform requires content that resonates with your audience. Creating professional videos at scale for multi-platform strategies is challenging for businesses of all sizes.

That’s where Vidpros comes in. As a video editing service for content creators and brands, Vidpros helps businesses turn raw footage into polished, platform-optimized videos that drive engagement and conversions.

Ready to level up your social commerce video strategy?

Book a call with the Vidpros team today to discuss your video editing needs and how professional editing can boost your social commerce performance across platforms. The team understands each social platform’s specific requirements and best practices so your content stands out in crowded feeds and converts browsers into buyers.