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Katelyn Goerke

Senior Digital Marketing Strategist

Katelyn is a social media strategist and digital marketer with a background in developing strategy for B2B organizations. Certified in conversion writing through Conversion XL and Google Analytics, she supports the Northwoods digital marketing and account teams by contributing ideas to web design projects, social media, SEO, digital strategy consulting, and content management implementation.

Tapping into the Power of Social Commerce

October 3, 2022 | Katelyn Goerke, Senior Digital Marketing Strategist

4 Minute Read

Brands that sell online can choose from many tools to help them reach their customers. Most marketers have already mastered online catalogs and carts, and they target shopping ads at defined cohorts of customers.

The next step? Social commerce.

It’s new, but it’s a trend, not a fad. Social commerce can be very powerful. If you sell online, it’s important to understand its capabilities and then determine whether this tactic is right for your business.

What Is Social Commerce?

Social commerce is selling products directly through a social media platform, instead of redirecting the user to a website to make a purchase. This saves users time and clicks and substantially lowers the barrier to purchase.

Intrigued? Great! But here are some things to keep in mind. First, you must already be selling online. Ideally, your product does not require many steps for purchase. For example, if you require customers to fill out a lengthy registration form, social commerce might not be the tactic for you.

Second, you need presence on a social platform that allows social commerce. Without that established presence, you’ll find it difficult to both grow an audience and then convince that newly formed audience to buy. It’s possible, but takes time and effort. Converting an established audience is far easier. 

What Are the Benefits of Social Commerce?

The general benefit is a more seamless customer experience from interaction to purchase. Social commerce lowers the barriers of entry for those already in the market for your type of product in the following ways.

Fewer Clicks Needed to Purchase

Sending users from the social platform to your site can burden them with further browsing and searching, account creation or sign-in, information entry and -- finally – purchase. These delays result in abandoned carts. Purchase is nearly immediate within the social media platform, where users are much less likely to be distracted or face technical difficulties.

Social commerce is most powerful on mobile – where cart abandonment is highest for e-commerce. Users face too much distraction when shopping on their phones. Distraction means delay, which is deadly to sellers. The streamlined checkout on social commerce makes customers more likely to stick around and complete the purchase.

Automatic Input of Saved information

Most social media platforms save previously input information and autofill it within the purchase process. So customers need not re-enter their names and addresses to purchase. They simply verify that the auto-entered information is correct. Then it’s right on to the next step.

Who Should Use Social Commerce?

Brands that already sell online and have established social media audiences should consider social commerce. Brands that lack those pieces face two barriers to entry.

Businesses that lack a social media presence can succeed with social commerce – if they have the money for social media advertising. Social commerce pairs neatly with targeted digital ads. Define the audience you would like to reach, tell your story in the advertisement, and include a call-to-action to purchase immediately. It’s that simple.

What Platforms Are Best for Social Commerce?

Facebook is the clear winner in the social commerce space, but it isn’t the only player.


Facebook is strongest in social commerce because it has created a great variety of tools for sellers. Facebook launched its social commerce tool, Facebook Shops, during the pandemic to help owners of small and medium-sized businesses connect more easily with their customers when store visits were impossible or risky. Facebook Shops remain free to set up.

Once you’ve set up the Facebook Shop on your business profile, you can add the shop tab to your page and begin promotion. Facebook has partnered with several e-commerce solutions to ease the loading of products into shops. If you prefer, you can bypass the supported solutions and upload products via spreadsheets.


Once you’ve set up your Facebook Shop, you can link it directly to Instagram Shopping and begin promotion on that channel, as well. You must meet a couple of requirements to get started. First, you must use an Instagram business account, something you should have set up by now, anyway. Second, that account must be linked to your Facebook business profile.

Instagram allows you to use Product Tags in images you post on the platform. Typically, these images show how your products work and how customers use them. When users click on the Product Tags in the photos, Instagram takes those users directly to the purchase page for that item.

Other Social Media Channels

Facebook and Instagram have truly embraced social commerce, but other platforms aren’t far behind. With Pinterest’s Product Pins, businesses create and link product-specific landing pages to relevant content, to encourage easy purchase.

Twitter is testing a Shopping card. It would allow businesses to create content that more prominently encourages users to buy.

YouTube and TikTok are promoting Shop Now buttons within content.

Getting Started with Social Commerce

If your e-commerce is going well, now is the time to get started on social commerce. The low barrier to entry for both business and customers makes this an easy tactic to test. So, it’s a great time to find out if social commerce is right for your business!

If you need assistance with digital advertising or e-commerce, our expert digital marketing team can help! Contact us today.