The Importance of Social Commerce

Social commerce is the coming together of social media and e-commerce.

It is a type of e-commerce in which businesses sell products directly to customers through social media platforms.

It is different from social media marketing in that it allows customers to checkout directly from social platforms.

Sometimes, links on the social platforms lead customers to product pages where they can complete their purchase.

Facebook, Instagram, and TikTok are some notable social commerce platforms. Given below are some practices that can help brands get social commerce right.

Conveying the right message to the right people is important and for this getting to know the target audience is essential.

Different audiences are drawn to different platforms. A lot of people have started to shop through social media.

Choosing appropriate products and content that align with the customers of a specific social media will bring about positive results.

Which social media platform will work for a brand will be determined by the preferences of the target audience.

In social commerce, shoppers get to know about brands from social media. Social profiles of a brand are like the digital shopfront of businesses.

For instance, Charlotte Tilbury holds skincare and makeup tutorials within their virtual store. The cosmetics brand used virtual reality to create a digital storefront.

The brand has also added unique features.

One such feature is ‘Shop with friends’ which lets customers invite friends and family to participate in a video call and explore the virtual store together.

One of the main reasons why people access brands on social media is the quick response.

The response can be made more wholesome by adding recommendations, offering promo codes, and sharing links to purchase.

Interactions such as these are also opportunities to show a brand’s personality and build trust with the audience.

Collaborating with influencers can expand the reach of a business and increase sales.

It has to be ensured that influencers are relevant to a brand. If they appear relevant then they will add authenticity to a brand, as only flawless product photos will not suffice.

Influencers use shoppable tags on Instagram that lead customers directly to the store.

For instance, Petco partnered with influencers like Olympian Gabby Douglas and leveraged livestream shopping events to reach customers and engage them in unique ways by giving them heartfelt experiences.

The brand has also launched a TikTok campaign for its pet apparel line.

Social commerce makes a personalized approach possible.

For instance, KitKat introduced new products and gave exclusive offers to its audience through its Facebook Live shopping event.

The chocolatiers of the company talked about new products and spoke to special guests. Viewers could buy products by just typing keywords into the comment box.

Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States.

With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.



Ronn Torossian is Chairman & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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Ronn Torossian

Ronn Torossian is Chairman & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“