What is Social Commerce?
Social commerce is the integration of e-commerce directly within social media platforms. Users can discover, browse, and purchase products without leaving the app.
- On Instagram, Instagram Shop and Checkout allow brands to sell directly through feeds and stories.
- On TikTok, TikTok Shop and live shopping enable instant purchases even while watching videos.
Social commerce shortens the customer journey: from inspiration ➝ interaction ➝ transaction all within one platform.
Why Social Commerce Matters in 2025
- Higher Conversion Rates – Shoppers can purchase without switching to another marketplace.
- More Interactive Engagement – Short-form videos, reviews, and live shopping boost consumer trust.
- Preferred by Gen Z & Millennials – These generations prefer buying directly through social media rather than traditional e-commerce sites.
Best Practices for Instagram Social Commerce
1. Fully Utilize Instagram Shop
- Add a complete product catalog.
- Tag products in feeds, reels, and stories.
- Use high-quality photos with short but clear descriptions.
2. Leverage Influencers & UGC (User Generated Content)
- Partner with micro-influencers, especially local ones.
- Repost customer-generated content as social proof.
3. Optimize Visuals & Hashtags
- Use relevant hashtags like #ShopOnInstagram #LocalShop.
- Keep branding visuals consistent.
Best Practices for TikTok Social Commerce
1. Create Selling Short-Form Content
- Use simple storytelling formats.
- Popular styles: tutorials, before-after, quick tips.
- Add product links via TikTok Shop.
2. Take Advantage of Live Shopping
- Launch new products during live sessions.
- Offer limited-time promotions (flash sales) to drive instant purchases.
3. Build an Active Community
- Reply to comments with videos using TikTok’s Q&A feature.
- Run challenges or hashtag campaigns to spark participation.
Case Study: Social Commerce in Indonesia
According to TikTok’s 2024 data, more than 65% of Indonesian TikTok users have purchased products directly through the platform.
Meanwhile, Instagram reported that 1 in 3 users discover new products through Instagram Shop.
This proves that local businesses have a huge opportunity to expand their reach through social commerce strategies.
Social commerce is not just a trend—it’s the future of e-commerce. By leveraging Instagram Shop, TikTok Shop, and creative content strategies, businesses can increase direct sales from social media.
If you want to unlock the full potential of social commerce, the Marketbiz team is ready to guide you with data-driven digital marketing strategies.
Contact us today and start driving more sales through Instagram and TikTok!
