This year, social commerce is expected to account for approximately 20% of all online retail sales, according to global data analytics and market research company Statista. This type of selling, which drives purchases through social platforms like TikTok Shop, LTK and influencer links, enables instant shopping for potential customers who can browse and buy without leaving their platform of choice.
The key for brands seeking to capitalize on this movement is to create shoppable content, whether through original content that connects with followers, like livestreamed testimonials and product demos, or collaborations with influencers who align with company mission. These types of partnerships can be invaluable, and last year Shopify reported that almost 75% of buyers believed that influencer recommendations affected their buying decisions.
Influencer partnerships aren’t a replacement for the personal distributor relationship, but rather an expansion that builds authenticity and trust through real customer experiences and brand communities. User-generated content (UGC), or tagged content on a personal account, can be a valuable tool in this category because the photos and videos are about real shoppers and their authentic customer experiences, rather than a promotional push by the brand.
Shopify recommends capitalizing on this evolution through omnichannel campaigns that behave “like one continuous conversation, no matter where the swipe, tap or scan happens.” Most social platforms have integrated “buy” buttons now, but it’s critical to develop content that feels native to the platform. That means rotating formats, creating content with entertainment value that stands out in a saturated market and making sure that everything from discovery to checkout feels friction-free.
