The social commerce strategy gap
Nearly a third of global consumer brands have no formal strategy for social commerce. That’s surprising, considering how much time people spend scrolling, engaging, and, most importantly, buying on social platforms.
Platforms like TikTok Shop are turning passive browsing into impulse purchases at an unprecedented scale. The old model, driving users from social media to external eCommerce sites, is clunky. People want a smooth buying experience without friction. Brands that hesitate to adapt are leaving revenue on the table.
Companies that recognize this shift and move quickly will dominate. The ones still “considering” social commerce strategies? They’ll be playing catch-up while competitors reap the rewards.
Why Instagram owns social commerce
Instagram has become the go-to platform for social commerce. It’s visual, high-engagement, and already deeply embedded in consumer habits. A massive 40% of brands now use Instagram as their primary channel for social selling, outpacing even their own eCommerce sites, which sit at 34%. That alone tells you where the market is moving.
Instagram Shopping and Checkout let users move from discovery to purchase in seconds. No redirects, no extra steps. That’s a big deal in a world where attention spans are measured in milliseconds. And it’s why one in four marketers plans to allocate at least 25% of their 2025 budgets to the platform.
Of course, dominance is temporary. TikTok is growing fast. Facebook Shops and Pinterest Shopping are also expanding. But for now, Instagram holds the lead. The brands that win will be the ones that ride the wave rather than resisting change.
The search engine disruption no one is talking about
Google has been the king of search for decades. But the game is shifting. Consumers, especially younger ones, are searching for products on social media first. It’s about trust, people want real-world validation, user reviews, and influencer recommendations, not just brand-crafted marketing copy.
For brands, this means SEO alone isn’t enough. Optimizing content for social discovery, using hashtags, partnering with influencers, and creating engaging visuals, is now a requirement. The best product doesn’t always win. The most visible one does.
Short-form video
Short-form video is the most powerful content format in digital marketing. It grabs attention instantly, delivers value fast, and keeps users engaged. The rise of Instagram Reels (69%) and TikTok videos (66%) in marketing plans shows exactly where the industry is heading.
This is where “shoppertainment” comes in, combining entertainment and shopping into one experience. A static ad won’t cut it anymore. Consumers want engaging product demos, behind-the-scenes content, and influencer-led storytelling. The brands that master this will own consumer mindshare.
“Short-form video works best when done right. Authenticity wins. Forced marketing gimmicks don’t.”
Community management
Social media is supposed to be social. Yet, only 25% of brands are actively engaging with their communities. That’s a huge missed opportunity. Engagement fuels algorithms, strengthens brand loyalty, and drives repeat business.
Think about it, customers who interact with a brand feel a connection. They leave reviews, recommend products, and create organic buzz. Brands that foster these relationships build long-term value.
Why integrated shopping is the future
Consumers don’t want to jump between apps to complete a purchase. The data backs this up, nearly half of brands now prioritize platforms with built-in commerce features like TikTok Shop and Instagram Shopping.
It makes sense. A smooth experience reduces friction and increases conversions. Every extra step, redirects, new logins, unnecessary clicks, loses potential customers. The goal is simple: make buying effortless.
But there’s a tradeoff. Relying too much on platform-owned commerce means handing over valuable customer data and paying higher commission fees. Smart brands will use integrated shopping strategically while still driving users to their own channels when possible.
Strategy vs. execution
Most brands understand that social commerce is key. But understanding isn’t enough. Execution is where the winners and losers separate.
The three key areas brands need to nail:
- Platform selection: Instagram leads today, but TikTok is gaining ground. Choose wisely.
- Content strategy: Short-form video is king, but live shopping, influencers, and interactive content also matter.
- Community engagement: Engagement boosts trust, visibility, and sales. Ignoring it is a mistake.
The brands that integrate these elements into a simple, data-driven approach will dominate. Those that don’t will struggle to keep up. The choice is simple: innovate or get left behind.
Final thoughts
The shift to social commerce isn’t slowing down. Brands that embrace it, execute well, and build real connections with consumers will thrive. Those that hesitate? They’ll be watching from the sidelines while others take the lead.
Key executive takeaways
- Social commerce strategy gap: Nearly one-third of consumer brands lack a formal social commerce strategy, risking missed revenue opportunities. Leaders should address this gap to make use of the growing influence of platforms like TikTok Shop.
- Platform dominance and shifts: Instagram currently leads social commerce with 40% of brands favoring it over owned eCommerce sites, while TikTok is rapidly gaining traction. Decision-makers must continuously evaluate platform performance for strategic alignment.
- Evolving consumer search habits: Consumers increasingly turn to social media for product discovery, with Instagram and TikTok emerging as key search channels. Leaders should optimize content for these platforms to capture audience attention early in the buying journey.
- Critical role of community engagement: Only 25% of brands actively manage online communities, missing out on opportunities to build loyalty and drive engagement. Prioritizing strong community management can boost organic growth and customer retention.
