Social commerce

Social commerce

E-commerce

Social commerce is buying and selling products inside social media apps or straight from social content, with few steps between post and purchase.

What is Social commerce?

Social commerce covers in-app shops, product tags on posts and videos, live shopping and checkout links shared in messages. The goal is to shorten the path from "I want that" to an order. In-app checkout vs link-out: some platforms let shoppers pay without leaving the app; others send them to the brand’s store. In-app is quicker for the shopper, but the brand may get less customer data and must follow the platform’s rules and fees. Creators drive much of it. Many social purchases start with a creator’s video, which is why social commerce and creator commerce often overlap.

Example

A shopper sees a creator’s video with a product tag, taps it and buys in two taps without leaving the app.

Why Social commerce Matters

Shoppers spend hours a day in social apps. Shortening the path from discovery to checkout catches impulse purchases that a slower path would lose.

Social commerce FAQ

What is an example of social commerce?

An example of social commerce is buying a product tagged in a short video or a live stream, either inside the app or by tapping through to the brand’s store.

Is social commerce the same as social selling?

No. Social commerce is the buying itself. Social selling is a seller using social media to build relationships that lead to sales.

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