46% of consumers now purchase products directly through social media, up from 30% in 2018. The global social commerce market is projected to reach $1.2 trillion by 2025, driven by Millennials and Gen Z.

Social media platforms are no longer just marketing channels – they’re complete shopping destinations. Instagram, TikTok, Facebook, and Pinterest have enhanced in-app shopping features, letting users discover and buy without leaving the app.

Key features transforming social commerce:

Shoppable Posts:

Tag products directly in images and videos. Customers tap to view prices and purchase instantly.

Live Shopping Events:

Influencers and brands showcase products in real-time, with viewers buying during the stream. Interactive Q&As create urgency and authenticity.

In-App Checkout:

Seamless purchasing without redirecting to websites. Reduces cart abandonment significantly.

For Australian businesses, this means rethinking your social strategy. Your feed should function like a digital storefront. High-quality product photography, detailed descriptions, and customer reviews build trust.

How to succeed in social commerce:

Optimise product catalogues for each platform. Use influencer partnerships to showcase products authentically. Create urgency with limited-time offers during live streams. Respond quickly to comments and enquiries. Encourage user-generated content featuring your products. Make checkout seamless with minimal steps.

TikTok Shop is seeing explosive growth, with brands reporting conversion rates 2-3 times higher than traditional e-commerce. The combination of entertainment and shopping creates a powerful purchasing environment.

Don’t overlook Facebook and Instagram Shops – they still dominate with established audiences. Pinterest’s visual search makes it perfect for home decor, fashion, and lifestyle products.