The rise of social commerce: How it's shaping e-commerce for you

14 November, 2023 by
The rise of social commerce: How it's shaping e-commerce for you
Lameco JSC


Hey friend! Have you noticed how social media has become such a big part of shopping lately? Platforms like Facebook, Instagram, TikTok, and more allow us to easily discover and buy products we love. This is called "social commerce" and it's changing the world of e-commerce.

In this post, I'll explain what social commerce is, why it's so popular, and how you can use it to grow your business on marketplaces like Shopee, Lazada, and TikTok Shop. Let's dive in!

What is social commerce?

Social commerce refers to people buying products directly on social media platforms. For example, when you see an Instagram ad for a cool backpack and click to purchase - that's social commerce!

Platforms like Facebook and Instagram have added features that make it super easy to shop. You can now buy products without ever leaving the app!

Social commerce also includes peer recommendations and reviews. When an influencer shares a product they love on TikTok or a friend recommends something on Facebook, that motivates purchases too.

So in simple terms, social commerce = social media + e-commerce. It's all about using social platforms for shopping and selling!

Why has social commerce gotten so big?

There are a few key reasons why social commerce has exploded in popularity:

  • It's convenient - Buying directly on social platforms is super quick and easy! No need to search elsewhere or enter payment info.

  • It feels more personal - Seeing products recommended by people we know and trust makes the experience more customized.

  • FOMO is real - No one wants to miss out on the latest viral product or fashion trend on social media! The fear of missing out drives purchases.

  • It utilizes data - Platforms can target products to users based on their interests and habits. This makes the recommendations extra relevant.

  • It's visual - People love buying fashion, makeup, accessories, and more based on stylish posts showcasing the latest trends. The visual nature of social platforms is perfect for e-commerce.

So in summary, social commerce offers a fast, personalized, trend-driven shopping experience that appeals to the way we already use social media. It's a match made in heaven!

Examples of social commerce success

Some brands totally rock social commerce and make bank! Here are a few real-world examples:

  • Fashion Nova - This fast-fashion clothing brand went viral on Instagram through influencers and now makes 70% of sales directly through IG!

  • Kylie Cosmetics - Kylie Jenner has leveraged her massive social media following to create a $900 million makeup empire, primarily selling through Instagram and Shopify.

  • Oura Ring - This health tracking ring gained huge popularity on TikTok through reviews and recommendations. Sales spiked 800% after going viral!

As you can see, social platforms offer massive opportunities for e-commerce success when used strategically. Any brand can tap into these built-in audiences and shoppable features.

How can you utilize social commerce?

Okay, let's get to the good stuff - how can you use social commerce to boost your e-commerce sales, especially on marketplaces?

Here are 5 tips:

Pick the right platform
Consider where your target audience is most active. Is your product visual? Try Instagram. Is it a trendy gadget? TikTok could be perfect. Choose 1-2 platforms to really focus on.

Create shoppable content
Add clickable shop links, tags, and Features to your posts so it's seamless for viewers to purchase. Instagram Stories with swipe-up links work great too.

Run targeted ads
Use the self-serve ad platforms on each social channel to promote your products to interested buyers. Target based on demographics, interests and more.

Collaborate with influencers
Work with influencers in your niche to create content focused on your products. Make sure to negotiate affiliate links so you get a % of sales.

Analyze performance
Use analytics to see which products, posts and partnerships deliver sales. Double down on what works and try new strategies too. Test and refine.

The key is to leverage the platform features while also creating engaging content. Social commerce is about community, not just selling. Provide value!

Lameco can help you succeed

As you can see, social commerce presents amazing opportunities for e-commerce growth by tapping into highly engaged audiences.

But it can be tricky to figure out the tech and strategies. That's where Lameco comes in!

Our e-commerce marketing agency helps brands develop winning social commerce campaigns on platforms like Instagram, Facebook, TikTok and more. We handle the ads, influencers, analytics and can even help manage your marketplace stores like Shopee and Lazada.

Want to discuss how social commerce can take your e-commerce sales to the next level? Get in touch here and we'll set up a custom game plan!

Now go wow your followers with shoppable content and make those sales! Wishing you social commerce success.


  • Social commerce allows shopping directly on social platforms and is hugely popular.
  • Convenience, personalization and FOMO drive social commerce's growth.
  • Brands like Fashion Nova and Kylie Cosmetics make big money through social sales.
  • You can use shoppable posts, targeted ads and influencers to tap into this trend.
  • Lameco can help develop winning social commerce strategies tailored to your brand!

What are your thoughts on leveraging social platforms for e-commerce? What opportunities do you see? Let me know in the comments!

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