Emerging channels and opportunities: The rise of social commerce

Social media is no longer just about scrolling and liking posts – it’s a shopping experience all on its own. Social commerce sales are expected to hit $2 trillion globally in 2025, with 82% of consumers already using their socials for product discovery.

This shift provides a direct route to consumers and an exciting opportunity to tap into a market just waiting to be engaged. But it’s not as simple as starting to sell through TikTok or Facebook.

If your shopping experience isn’t as seamless as scrolling through the feed, your brand is at risk of being left behind. You need a solid plan and an understanding of the market to thrive.

The social shopping experience

The swap from hard sales pitches to authentic engagement means brands need to change their marketing strategies. Consumers today trust influencers, love interactive shopping, and want to buy without friction.

Influencer marketing and user-generated content (UGC) are replacing traditional sales techniques. The value of getting influencers on board lies in the fact that 69% of consumers trust influencers' recommendations over brand messaging.

The same applies to UGC. Unpolished, real content is more relatable and convincing, turning buyers into brand advocates. Bringing influencers who already have their own community into the fold drives millions in organic sales without traditional ads.

The social commerce heavyweights

To reach your audience at the right time with the right message, you need to know where the action is. The platforms dominating the social commerce scene are:

• TikTok Shop: Launched in late 2023, sales here accounted for more than 68% of social shopping gross merchandise by 2024.
• Instagram Checkout: This integrated shopping feature allows product purchasing and enhanced user experience directly through the app.
• Facebook Marketplace: Users can buy and sell items within their community, offering brands a space to reach a broad audience. ​
• Pinterest: With features like Product Pins and shopping ads, it’s ideal for facilitating product discovery and visually driven purchases.

Cultural nuances in social commerce

Different markets demand different approaches. Here is a quick breakdown of how social commerce is playing out in Europe:

• UK: One of the most mature markets, consumers are big on influencer-driven marketing across Instagram, Facebook and TikTok.
• Nordics: Experiencing a rapid rise in social commerce across TikTok and Instagram.
• France: Consumers are cautious about purchasing from social platforms, with lower initial purchases but growing repeat behaviour.
• Spain: This growing market is about to overtake the UK in social commerce, with Facebook and Instagram leading the way.
• Netherlands & Poland: This market needs to be nurtured with localised content and a focus on engagement rather than selling.

Strategies for social commerce success

With all this in mind, brands need a strategy that takes advantage of the social commerce boom. Here are some to keep in mind:

1. Platform diversification

Your audience is everywhere, so think about how they use social media and how you can tailor content to reach them at different touchpoints.

2. Cultural sensitivity

Every market has different priorities and interests, so tailor your content to resonate with regional behaviours.

3. Influencer partnerships

Macro influencers gain the attention of wide audiences, while micro influencers are more relatable. Using a mix of both gives you a broader reach.

4. Paid amplification

Supercharge your campaigns with targeted ads for maximum impact.

Boost your social commerce sales with IDHL

Nurturing your audience from discovery to purchase is the key to social commerce success. Our Paid Social team can help guide your customers through every step of their journey. Get in touch to discuss the services we offer at IDHL and let’s make your brand the next big thing in social commerce.