Social commerce; Brand engagement


Aman was new in the field of social commerce. He was given a task by his senior to write a detailed report on what all it entails. Srishti decided to help Aman prepare the report as she had ample knowledge about the topic.

Let us read what knowledge Srishti imparts and how it helps Aman.

The traits

In the US, roughly 30% of internet users shop through social media.

  • Storefronts
    Be it Instagram or Facebook, numerous social media’s are engaging in providing rich shopping experiences to their customers. These storefronts can, in many ways, mirror the structure of your ecommerce website, with collections, product pages with detailed descriptions, and recommended products.
  • Organic posts
    Allowing your followers to shop directly from Instagram feed posts, Stories, Reels, Pinterest pins, Facebook carousels, and TikTok videos helps expand your ecommerce business. These posts resemble regular images or videos, with an icon or label in the corner indicating that one or more products have been tagged in the post.
  • Influencer Content
    Influencers share shoppable posts by tagging products in their Instagram Stories or feed posts. Users who tap on a product tag are taken directly to the brand’s profile’s in-app product page. In other words, the product is part of the brand’s profile, not the influencer’s.
    This is an excellent manner to ensure a pleasant shopping experience for customers discovering ecommerce shopping through an influencer.

Shopping in real-time

Live shopping is a hybrid of live video and ecommerce. Brands use live shopping to create a fun, interactive Livestream experience while promoting their products, which viewers can then purchase directly from the Livestream.

Live shopping is famous in Asia and it reached $171 billion by 2021. Slowly but steadily, live shopping is spreading to Western countries, and it is expected to account for 10% to 20% of all ecommerce by 2026. Live shopping events have been successful for brands such as Aldo and Walmart.

Effective Social Commerce appearance

There are numerous social strategies and platforms that brands use to stay relevant. There is no “default” approach to effective social commerce, from fashion and food to marketing and technology. As eCommerce sales rise year after year, brands that understand the principles of social commerce will inevitably outperform those that ignore their social presence.

A store tab or a feed

Brands embed their products in their profiles, social media posts, ads, and user-generated content on social media platforms. However, some went the extra mile and dedicated a section of their app to shopping.

It displays recommended products, promoted stores, wish list items, newly released items from followed accounts, and shops similar to those that the user follows and browses. It’s an infinite scrolling experience, with posts and products added all the time, so the user never reaches the bottom of the feed.


Anyone running social ads has the same goal: not letting ads look like it.

As a result, fashion brands frequently use Facebook user-generated photos to drive traffic to their stores. The beauty and fashion industries have relatively high conversion rates via Facebook, demonstrating why many brands have already jumped on board.

Brands using Facebook ads consider a more subtle approach to marketing messages that emphasises user-generated content rather than straight-up sales-based marketing.


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