Likes to Sales: Master Social Commerce in 2025

What is social commerce?

Social commerce brings the shopping experience directly into your favourite social media apps. Imagine scrolling through Instagram, spotting a trendy jacket in a post, and buying it with just a few taps - without ever leaving the platform. 

Platforms like Facebook, TikTok, Pinterest, and even WhatsApp have embraced this shopping model, making it easier than ever for users to discover and buy products.

Why it matters now?

Social commerce is projected to make up 17% of all ecommerce sales by the end of 2025, a significant leap from 10% just a few years ago. 

With more than 4.8 billion people using social media globally, the potential for businesses to connect with their audience is immense. This trend underscores the need for businesses to integrate social commerce into their strategies to stay competitive.

Want to dive deeper? Explore this article: The rise of social commerce and livestream shopping.

Winning social commerce strategies for 2025

1. Know your audience

To make your social commerce plan work, remember it's not about you; it's about your customers. Timothy Hughes, who wrote about Social Selling, suggests starting fresh by putting yourself in your customer's shoes and creating a social commerce strategy centred on their needs.

“It's about building a community, not just making sales,” says Timothy Hughes.

Start by figuring out where your customers spend their time online. This step ensures you choose the right social commerce platforms to reach them. Check the demographics of popular platforms and see if they match your target audience.

Look at what your competitors are doing, too. See which platforms they use and how engaged their customers are. This information will guide your own social commerce strategy.

Take Knix, for example, a brand selling intimate apparel. They discovered their customers love finding inspiration on Instagram. So, they've made it super easy for customers to go from Instagram to their product pages with just one tap.

2. Turn customer feedback into your secret weapon

Did you know that 93% of people shopping online believe that a review can be the deal-breaker or deal-maker? If your product has folks smiling, ask them to help spread the good vibes.

You can do this by sending a quick email after they get their product, asking for a review. Or, make it fun with incentives like contests to get past customers sharing their thoughts. Collecting these reviews is like getting a thumbs-up online.

Once you've gathered some positive reviews, flaunt them on your social media. Get creative! Share posts made by your customers, do live videos with happy customers, or even make a cool slideshow of all the nice things people are saying. There are loads of ways to do this without sounding like you're showing off.

3. Build trust with secure shopping

Did you know that a big concern for folks shopping on social media is trust? They're worried about whether the stuff they buy is real and if it's okay to share their money info on social networks. 

Dutta Satadip, Chief Customer Officer at ActiveCampaign, says, "Customers have lots of choices. And trust is an important part of that choice." So, to get that trust, people aren't just looking at the brand and what influencers say. They're checking out reviews, talking to others, and making sure it's the right choice for them.

If you want to build trust in your social commerce plan, focus on these things:

• Make sure people get what they ordered.

• Protect their purchases.

• Make it easy for them to get refunds or return stuff hassle-free.

4. Showcase your brand's personality

If you're a new business and want people to know more about your brand, showing what happens behind the scenes is a great idea. It's like giving your audience a sneak peek into how things work and how your brand comes to life. 

Use this chance to share what makes your company special or show shoppers things they wouldn't normally see from a brand like yours.

For example, Grace Eleyae, known for satin products, delighted audiences by sharing the correct pronunciation of their brand name in a fun and informative post.

5. Optimise content for engagement

When people hop onto social media, they want content that's either educational, inspiring, or just plain fun. So, the first step is to make sure your posts fit at least one of these categories.

Studies reveal that people retain 65% of information paired with visuals, compared to just 10% from text alone. Experiment with different formats, such as:

• Short-form videos (Reels, TikToks)
• Carousels with product highlights
• Interactive polls and quizzes

Platform-specific tactics for social commerce success

1. Instagram: where shopping meets inspiration

With 60% of users discovering new products on Instagram, it’s a platform you can’t ignore. If you already have a Facebook Shop, setting up Instagram Shopping is the next step. Leverage features like shoppable posts, stickers, and tags to make your content actionable.

For even better results, learn tips to create effective social media landing pages.

2. TikTok: where trends turn into sales

TikTok’s algorithm thrives on viral trends. Use this to your advantage by creating authentic, engaging content that aligns with popular hashtags and challenges. TikTok Shopping lets users make purchases directly through the app, shortening the path from discovery to checkout.

3. Pinterest: where ideas spark purchases

Pinterest is ideal for visually-driven industries like fashion, home decor, and crafts. Rich Pins allow users to see product details, prices, and availability right on the platform, making it a great tool for driving sales.

Emerging tools and tactics

1. Use AI bots for engagement

Chatbots powered by AI can answer customer queries, recommend products, and guide users through their shopping journey 24/7.

Find practical advice in our guide on How to run social media without a social media manager.

2. Maximise user-generated content

Encourage customers to share photos or videos of your products in action. Repost this content to build authenticity and trust.

3. Collaborate with Influencers

Influencers can amplify your brand’s reach. Partner with creators who align with your values and have a genuine connection with their followers.

4. Utilise shoppable links and tags

Make every piece of content actionable. Whether it’s a video, story, or post, include shoppable tags or links to make purchasing effortless.

5. Stay on top of trends

Social media trends evolve rapidly. Keep an eye on emerging features and user behaviours to ensure your strategy remains relevant. Make sure you are up-to-date with the top 7 social media trends. 

Consistency is key

Ensure your logo, colors, fonts, and messaging remain uniform across all platforms. Develop a brand style guide to help your team maintain this consistency in product descriptions, ads, and visual content.

From Likes to Sales - The future of shopping is social

Social commerce is no longer optional; it’s essential for modern businesses. By understanding your audience, building trust, optimizing content, and staying consistent, you can turn social media engagement into measurable sales. The key is to stay agile, experiment with strategies, and keep evolving as trends shift. Start today, and position your brand for success in the ever-changing world of social commerce.