Social Media Marketing

How Social Platforms Have Evolved into E-Commerce Giants

By lilee shah
May 8, 2025

In an era where endless scrolling has become second nature and digital attention spans are shorter than ever, social commerce is changing shopping norms. What began as casual product discovery on platforms like Instagram and TikTok shifted significantly around 2018, when Instagram and Facebook integrated shopping features, allowing brands to create shoppable posts. This change has evolved into a fully integrated shopping experience, where users can discover and purchase products without leaving the app. The real transformation, however, came post-2020, when Pinterest and TikTok introduced more sophisticated e-commerce tools, blurring the lines between social interaction and shopping. Additionally, a recent study estimates that the global social commerce market could hit $1.2 trillion by 2025, outpacing traditional e-commerce growth by nearly three times. This shift isn't just about where purchases occur; it's about how purchasing decisions are shaped. Platforms like Instagram and WhatsApp enable users to discover and purchase products directly within the app, creating a seamless, quick experience. For businesses, embracing this change is crucial for connecting with customers in real time, driving engagement, and boosting sales.

Shopping without leaving the feed: TikTok and WhatsApp

While traditional e-commerce leans on websites or third-party platforms, consumers today are shopping directly where they scroll. Social media apps like Instagram and TikTok now double as digital shopfronts, offering in-app shopping tools that let users browse, buy, and interact with brands in real time. For example, Made by Mitchell, a makeup brand, launched an exclusive product on TikTok using the platform's live shopping feature. Collaborating with creator Melissa Jade, the brand hosted a dual livestream that drew 50,000 live viewers and amassed 2.4 million product views, achieving a 100% sell-out rate. Beyond TikTok, social commerce is gaining significant traction on other platforms such as WhatsApp. With over 50 million businesses worldwide using WhatsApp Business, brands can engage directly with customers through personalised recommendations, real-time communication, and even complete transactions all within the app. This level of direct interaction has proven effective, as 66% of users report a higher likelihood of purchasing from brands they can communicate with via WhatsApp, showing how direct communication can drive sales.

Lessons from real brands on scroll-to-shop success

As the lines between social media and e-commerce continue to blur, brands are finding newer ways to enhance customer engagement and drive sales. Take Myntra, for example. In India, the brand has successfully merged social commerce with its platform through “Myntra Studio,” where both influencers and users can share live style inspiration and authentic product reviews. This feature boosts engagement and enables users to make purchases directly from posts, offering a seamless and interactive shopping experience. Myntra-studio

On the other hand, JioMart in India allows users to complete an entire shopping journey within a single chat window. From browsing to payment, everything happens inside the app. There's no need to switch tabs or download anything extra. It’s fast, personal, and particularly effective in regions where people may be less familiar with traditional e-commerce setups but are completely at ease with messaging apps. Jio-mart

Turning influence into action and strengthening brand trust

Social commerce is growing fast, and much of that growth can be attributed to how people now spend their time. What sets social commerce apart from traditional online shopping is the trust factor. For instance, influencer content often feels more like a personal recommendation than a conventional sales pitch, creating a sense of authenticity that resonates with users. When followers see products being used by creators they admire, the connection feels more genuine, often leading to higher conversion rates and stronger brand loyalty. For businesses, the advantages extend beyond just increasing sales. Social commerce platforms provide real-time insights into consumer preferences, shopping habits, and key drivers of engagement, allowing businesses to understand what truly influences purchasing decisions.

5 social commerce tactics that drive sales

1. Sell where people discover:

Instead of driving traffic away to external sites, let customers shop directly where they already engage. Platforms like TikTok and Instagram allow you to showcase products with product tags and in-feed shopping options, making it easier for users to purchase on the spot.

2. Let customers be the voice:

People trust people more than they trust brands. Ask your customers to share photos or reviews on their social media. Real stories sell better than polished ads, so partner with creators who genuinely like your products.

3. Use insights to keep them coming back:

Tools like TikTok Pixel or Meta tracking show what content drives action. Find out what gets clicks or where users drop off. Use that data to bring them back with offers that feel personal and timely.

4. Think mobile first every time

Most people shop from their phones. Make sure your product pages load fast and look good on small screens. If something feels slow or clunky, potential buyers may lose interest quickly.

5. Make it worth their attention

Flash sales that last a few hours. Create exclusive launch areas that are only available on social platforms. Rewards for followers who show up early. These small moves create urgency and make people feel part of something special.

What’s Next for Social Commerce?

Looking ahead, social commerce is set for continued growth, with advancements shaping its future. As checkout features, messaging tools, and ad integrations become more intuitive across social apps, the distance between discovery and purchase will keep shrinking. Brands are no longer just advertising; they’re having real-time conversations, resolving queries, and closing sales in one continuous flow. This transformation pushes shopping beyond traditional boundaries by enabling brands to engage directly with consumers through real-time conversations, answering queries, and completing transactions on the spot. With momentum building, the future of social commerce is set to be more connected, personal, and instantaneous than ever.