What is social commerce?

Also called social selling, social shopping, shoppable social.

Social commerce is selling products directly through social media, where people discover, browse and sometimes buy without leaving the app, using features such as shoppable posts, in-app shops and live shopping.

Why it matters

Every extra step between seeing a product and paying for it loses buyers. Social commerce shortens that path by putting products, prices and sometimes checkout right where people are already scrolling. For small product businesses, it turns posts and videos into a shop window that people can act on straight away.

Example

A candle maker films a short video of a new autumn scent being poured, tags the product so viewers can see the price, and holds a monthly live stream showing the full range. Viewers tap a product while they watch, and regulars who prefer to chat send a direct message to order.

Ways to sell on social media

What you can use depends on the platform and your country, and these features change often, so check each platform's commerce or seller help pages before you plan around one.

  • In-app shops: on TikTok Shop, in the countries where it is available, TikTok says sellers can sell through creators, shoppable videos and LIVE, with buyers going from scroll to sale without leaving TikTok.
  • Product tags and shop pages: some platforms let people browse your products inside the app, then send them to your own website to pay.
  • Live shopping: showing products on a live stream and pinning them so viewers can buy or ask questions.
  • Selling through messages: taking orders by direct message, which suits made-to-order and local businesses.
  • Link in bio: a simple link from your profile to your online shop or a page of your products.
  • Creator and affiliate partnerships: creators share your products and earn a commission on sales.

Social commerce vs e-commerce

E-commerce is any selling online, usually through your own website or a marketplace. Social commerce is the part that happens inside social platforms. Most small businesses use both: social media for discovery and quick purchases, and their own website for the full range, repeat orders and customer details they own.

Relying only on a platform's shop has a cost: the platform sets the rules and fees and holds much of the customer relationship. Keeping your own website or online shop means you are not starting from zero if a platform changes its features.

How to start selling on social media

Start with the simplest option that fits how your customers buy.

  1. Choose the one platform where your customers already discover products like yours.
  2. Check what selling features that platform offers in your country and what it requires, such as a business account, a product catalogue or a website.
  3. Set up your product list with clear photos, honest descriptions, prices and delivery details.
  4. Show products in use in posts and short videos, not just on plain backgrounds.
  5. Make buying easy: tag products, add a link in your bio, or explain how to order by message.
  6. Answer questions quickly. In social commerce, the comments and messages are your shop floor.
  7. Track which posts lead to sales and make more like them.

Common mistakes

Selling on social media still needs the basics of good retail.

  • Posting only product shots with prices, which reads as an advert feed.
  • Slow replies to questions about sizes, stock or delivery.
  • Unclear delivery costs or returns, which cause abandoned orders.
  • Depending entirely on one platform's shop with no website or customer list of your own.

Common questions

What is an example of social commerce?

A shopper sees a short video of a product, taps the product tag, and buys it inside the app or on the seller's website a few taps later. Live streams where viewers buy items shown on screen are another example.

Is social commerce right for service businesses?

In-app shops are built for physical products. Service businesses usually do better with posts that lead to a booking link, a call or a direct message.

Source: TikTok Shop Seller Center (UK), checked 14 October 2026

Go further