Social Commerce 2025: Selling Directly on TikTok, Instagram, and More

Social media is no longer just for sharing selfies and memes – it’s become a thriving marketplace of its own. Social commerce is the blending of social media and online shopping, allowing customers to discover and purchase products right inside their favorite apps. By 2025, social commerce isn’t a fringe trend; it’s a major channel for online sales, projected to account for over 17% of total e-commerce sales globally in 2025. If you’re an online store owner, selling directly on platforms like TikTok, Instagram, Facebook, and Pinterest is one of the biggest opportunities to reach new customers where they already spend hours each day.

In this article, we’ll explore the state of social commerce in 2025, how platforms like TikTok and Instagram have built shopping into their DNA, and strategies to succeed in this new era of shopping on social.

What is Social Commerce and Why It Matters

Social commerce means selling products directly through social media platforms, enabling users to complete a purchase without leaving the app. Unlike traditional e-commerce (where a user might click an ad or link that takes them to a separate website), social commerce keeps the entire shopping journey – discovery, browsing, and checkout – within the social network. For example, a shopper on Instagram can see a post of a jacket, tap a “Shop Now” tag, view the price and details, and purchase it right there in the Instagram app.

Why is this a game-changer? - Frictionless experience: Removing steps from the buying process (no more switching apps or logging into a separate store) leads to higher conversion rates. Impulse buys become much easier when checkout is just a tap away on a platform the user is already logged in to. - Massive built-in audiences: Social networks have billions of users. In 2025, an estimated 5.24 billion people use social media – a staggering reach. Meeting customers where they hang out increases your brand visibility dramatically. - Discovery through content: People scroll social feeds for entertainment and discovery. With social commerce, a catchy video or beautiful photo can instantly double as a store display. Users can stumble upon your product in an organic way (through an influencer’s post, a friend’s recommendation, or trending content) rather than explicitly searching for it. - Trust and social proof: Social media thrives on interaction. Seeing comments, likes, and shares on a product post can build trust. User-generated content, like customer reviews or real-life photos, serves as powerful social proof that encourages others to buy.

The growth of social commerce has been explosive. In the US alone, social commerce retail earnings are on track to reach about $80 billion in 2025, and worldwide it could hit $1.2 trillion by 2025 according to industry forecasts. In fact, globally it’s expected to make up more than 17% of online sales that year. This surge is driven by both consumer behavior and platform innovations. Shoppers (especially Gen Z and Millennials) increasingly prefer the convenience of in-app shopping. Meanwhile, platforms are rolling out ever more sophisticated shopping tools to capitalize on this trend.

Bottom line: if you’re selling online, integrating your store with social platforms is becoming as important as SEO or email marketing. It’s where the customers are, and they’re ready to shop.

TikTok: The New Giant of Social Shopping

Just a few years ago, TikTok was the new kid on the block. Fast-forward to 2025, and TikTok has become a powerhouse in social commerce, even outpacing its older rivals in some areas. The short-form video app, known for viral dances and catchy memes, has rapidly rolled out features for shopping – and users have embraced them.

TikTok by the numbers: TikTok’s growth is stunning. It’s predicted to reach 48.8 million US social buyers by the end of 2025, surpassing Instagram’s 48.2 million. In other words, more Americans will be buying via TikTok than via Instagram, despite Instagram’s six-year head start in the social commerce space. Globally, TikTok usage is massive, and the platform’s influence on buying decisions is notable. About 43% of Gen Z consumers now start their product searches on TikTok, using it like a visual search engine for trendy products, which even beats out Google for that demographic.

TikTok shopping features: TikTok officially jumped into social commerce by partnering with Shopify back in 2021, enabling in-app stores for brands. Since then, it has expanded with: - TikTok Shop: A dedicated shopping tab and marketplace within the app. Users can browse product categories, flash deals, and brand showcases without leaving TikTok. By 2025, TikTok Shop is fully live in multiple countries and making waves – for instance, in the US, TikTok Shop sales reportedly increased by 120% in the 12 months leading up to June 2025. - Product Links in Videos: Creators and brands can tag products directly in their TikTok videos. If someone is showing off a makeup tutorial or a gadget demo, viewers can tap a small shopping cart icon to see the item and purchase it. This has turned TikTok into a dynamic, interactive infomercial platform (in a good way!). Shopify integration allows these tags to pull product info right from a merchant’s store. - Live Shopping (TikTok Live): TikTok Live streams often include shopping elements. During a livestream, hosts can feature products with on-screen pins; viewers watching the live event can directly purchase the featured items in real-time. These live shopping events, a phenomenon first hugely popular in China, are catching on in the West too. They blend entertainment with instant purchasing – think of them as the modern QVC for the mobile generation.

Success stories on TikTok: Many small businesses have seen explosive growth thanks to TikTok virality. A prime example: HABIT, a small candle brand, reported that advertising on TikTok caused a “hockey stick” growth curve – they literally couldn’t keep products in stock due to demand. Another anecdote: a brand found that their sales on TikTok were 10× higher than on Instagram and Facebook combined, proving that hitting the right note on TikTok can be transformational. TikTok’s algorithm can expose products to millions overnight if the content resonates.

To succeed on TikTok, focus on content-first marketing. TikTok is all about short, engaging videos. Brands often win by creating or sponsoring entertaining content (challenges, how-tos, behind-the-scenes, comedic skits) that subtly features their products. Also, leveraging TikTok influencers who align with your niche can drive serious sales; many have their own small “shops” on TikTok and know how to sell authentically to their followers.

Instagram and Facebook: The Established Players

Instagram (and its parent company Facebook) were among the first to dive into social commerce, and they remain crucial platforms in 2025. Instagram particularly, with its visual focus, has become a shopping destination for fashion, beauty, home decor, and more.

Instagram Shops: If you have a business profile, you can set up an Instagram Shop – essentially a customizable storefront on your profile. You can catalog products, organize them into collections, and your profile gets a “View Shop” button. Each product has its own page with images, price, description, and a “Buy” button. The experience is designed to be seamless: - Users discover products through feed posts, Stories, Reels, or the dedicated Shop tab. Shoppable posts have a small bag icon; tapping reveals tags on the image that show product names and prices. - A user can tap a tag and go straight to the product page. From there, they can add to cart and checkout – all within Instagram (if you’ve enabled Instagram’s native checkout). - Instagram also integrated Instagram Checkout, which allows U.S. users (and rolling out elsewhere) to save payment info with Instagram/Facebook and buy in a few taps. This reduces the friction of redirecting to an external website.

Instagram emphasizes visual shopping inspiration. Think of how a stylish photo or an influencer’s outfit post can drive a shopping impulse. Features like: - Shopping Tags in posts and Stories: You can tag up to 5 products per image (or video) and even in Stories you can add product stickers. - Shop Tab: Instagram has a Shop section where users can browse products from various brands, personalized to their interests. - Live Shopping on IG: Similar to TikTok, Instagram Live allows creators to feature products. Viewers see a pop-up with the product details and can purchase during the live session.

Facebook, on the other hand, has Facebook Shops – integrated with Instagram Shops (you set up one catalog accessible on both). Facebook also leverages its marketplace and community groups for social selling, although those are slightly less integrated with direct checkout (often they redirect to a website or use Messenger for communication).

By 2025, Facebook and Instagram remain powerful due to their broad demographics. Instagram skews towards younger audiences (teens, 20s, 30s), whereas Facebook still captures older users and community-based commerce. Notably, across both platforms, social shopping isn’t just a Gen Z thing – millennials and even Gen X participate. In one holiday study, 42% of Gen Z and 26% of Millennials planned to buy gifts via social media, and even 15% of Gen X did[1]. So, social commerce spans age groups more than one might think.

Other Platforms: Pinterest, YouTube, and Beyond

While TikTok and Instagram are headliners, other social networks are also facilitating direct selling:

Pinterest: A natural platform for shopping, as users already browse it for ideas and products. Pinterest’s Buyable Pins and Shopping Ads make it easy for users to move from inspiration to purchase. By 2025, Pinterest has a feature where you can visual search an item (Pinterest Lens) and then buy it, plus curated style or decor ideas that link to shops. It’s reported that 82% of users use Pinterest for product discovery and research. If your product is visually appealing and fits niches like home, fashion, DIY, Pinterest can be a goldmine.

YouTube: With the rise of unboxing videos and product reviews, YouTube introduced shopping features too. Creators can display product links below their videos or even tag products that show up in a panel during the video. Plus, YouTube Live shopping events (for instance, certain tech review channels do live gadget sales) are emerging. Google (YouTube’s owner) also integrated Google Shopping to make YouTube a more shoppable experience.

Twitter/X: Twitter’s focus isn’t shopping, but they’ve tested features like product pages and “Buy Now” buttons in the past. By 2025, Twitter (now rebranded as X) is experimenting with commerce via tweets, especially for digital products, art (NFTs, when those were hot), and merch from content creators. It’s not a primary social commerce channel but can drive traffic.

WhatsApp and Messaging Apps: In some countries, messaging apps are huge for commerce. WhatsApp (also owned by Meta) introduced WhatsApp Business where small shops showcase catalogs and users can order via chat. Similarly, Facebook Messenger supports bots that handle sales. This is more conversational commerce, but it’s social in that it’s person-to-person.

Emerging players: Platforms like Snapchat have AR-based shopping (Snapchat Lenses can act as virtual try-on filters for brands, and users can buy through those). There are also region-specific platforms (for example, in China, WeChat is enormous for commerce; in other parts of Asia, apps like Line or Kakao have shopping integration).

The common theme: Social media is evolving into a one-stop shop for inspiration, advice, and purchase. Each platform has its unique strengths – e.g., Pinterest for planning and aesthetics, TikTok for viral trends, Instagram for influencer-driven lifestyle shopping, etc. Businesses should identify which platform aligns with their target audience and product type, then craft a strategy for that channel.

Strategies for Succeeding in Social Commerce

Entering the social commerce arena can feel overwhelming, but here are practical tips to help your brand thrive:

Optimize Your Profiles for Shopping: Make sure you have business accounts on these platforms and set up the integrated shopping features (Facebook Shop, Instagram Shop, TikTok Shopping). Fill out your profiles completely with a bio, link, contact info, and use a recognizable brand image. On Instagram, for example, switch to a Business or Creator account to access shopping tools.

Create Native Content (Not Just Ads): Social commerce works best when your products are presented organically. Invest in creating content that fits the platform:

Short, entertaining videos for TikTok (with a subtle product pitch).

Beautiful lifestyle photos or Reels for Instagram showcasing your product in use.

Inspiring mood boards or how-to guides for Pinterest.

Livestream demos or Q&As for platforms that support live selling. Remember, users scroll for fun and inspiration. Hard sells don’t perform as well as storytelling and authentic recommendations. Leverage influencers or content creators in your niche – their endorsement can feel more genuine and they already know how to engage the audience.

Engage and Build Community: Social media algorithms favor engagement. Respond to comments and DMs promptly – whether it’s a pre-sale question or a customer showing off your product. Encourage customers to post about your product (maybe via contests or features). User-generated content is social proof and can be reused in your shop or ads[2]. Building a loyal follower base means your product posts reach more people naturally. Also, consider creating a brand hashtag and motivate customers to use it when they share content related to your products.

Use Analytics and Targeting: Social platforms offer rich data. Track which posts lead to the most product page views or sales. Use that insight to refine your content strategy. Additionally, utilize advanced ad targeting to support your social shops:

Create lookalike audiences of your customers to find similar high-intent shoppers[3].

Retarget viewers who engaged with your content or added products to cart but didn’t buy (e.g., show them ads or Story promos reminding them to check out).

Tailor your paid promotions to the platform’s context – e.g., on TikTok, work with trending music and challenges; on Instagram, high-quality imagery and aspirational captions work well.

Streamline the Checkout Experience: On social, attention spans are short. Ensure your in-app checkout (or link-out if used) is smooth. Use the platform’s native checkout if available (like Instagram Checkout) to minimize clicks. Offer popular payment options (Apple Pay, PayPal, local methods) because mobile shoppers prefer quick payments[4]. Also, clearly communicate shipping costs or return policies upfront in the shopping interface to avoid surprises that could make a customer abandon cart at the last second.

Promotions and Social-Exclusive Deals: Give people a reason to shop through social channels. Offer a special discount for first-time buyers who come via Instagram, or run a TikTok-exclusive flash sale. Limited-time offers with countdowns on Stories or live streams can create urgency (e.g., “Buy within the next hour for 20% off!”). These tactics can spur hesitant scrollers to take action[5][6].

Be Consistent and Patient: Social commerce success rarely happens overnight (except when something goes viral!). Develop a consistent posting schedule and stick to it. Regularly update your product catalogs and ensure pricing and stock sync correctly with your main store. Social algorithms reward consistency, and followers build over time as you keep delivering value. It’s a marathon, but a highly rewarding one – consider that some brands that invested early in social commerce are now generating a large chunk of their revenue from these channels.

The Future of Social Commerce

Looking forward, social commerce’s trajectory is only going upward. Younger consumers are growing up with social shopping as the norm, not an exception. We also see trends like: - Live Shopping becoming mainstream: Already huge in Asia, live commerce will likely grow in Western markets. It’s interactive, fun, and can convert viewers into buyers swiftly. - Integration of Augmented Reality: Social apps are adding AR try-on features (Snapchat and Instagram filters for makeup or eyewear, for example) that let users virtually sample products and then buy them. This can boost confidence when buying through a tiny phone screen. - Influencer-driven storefronts: Influencers might become like the new retailers. In 2025 we see some influencers launching their own branded shops within social platforms (essentially acting as curators or resellers for products they endorse). They bring their audience and trust; brands supply the products – it’s a symbiotic relationship. - Seamless omnichannel between social and other channels: Social shops won’t exist in isolation. Already, if a sale happens on TikTok or Instagram, you can have it feed into your normal Shopify inventory and order flow. This integration will get tighter, making it easier for merchants to manage multi-channel sales from one place. - In-app customer support: Social commerce might blur with messaging, as customers expect to ask questions in comments or DMs and get instant answers. Chatbot and AI assistant integration for social storefronts could become common, giving shoppers immediate info on sizing, stock, etc., right in the app.

In conclusion, selling on TikTok, Instagram, and other social media is becoming as important as selling on your own website. The year 2025 finds us in a world where scrolling and shopping go hand in hand. By embracing social commerce, you’re not only keeping up with the times – you’re meeting customers in the moment, whenever inspiration strikes them. Whether it’s a viral TikTok making your product an overnight sensation, or an Instagram Reel that steadily builds your brand’s following and sales, social platforms can be the growth engine for your e-commerce business.

If you haven’t yet started, now’s the time to explore these tools. Set up that shop, get creative with your content, and join the social shopping revolution. Your next best customer might right now be watching a video or viewing a post that could lead them straight to your checkout!