Key takeaways
Social commerce is the process of selling products directly through social media platforms such as TikTok Shop, Instagram Shopping and Facebook Shops. Customers can discover products, engage with content, read reviews and complete purchases without leaving the app.
Social commerce for businesses is becoming a practical way for new businesses to start selling online. Customers now discover products through social media content and buy directly within the same app, making social commerce an increasingly important part of e-commerce for startups.
Platforms such as TikTok Shop and Instagram Shopping bring together content, community and checkout in one place, making it easier to turn interest into sales without relying on a full ecommerce setup from the start. This makes social commerce an attractive option for e-commerce for startups, allowing businesses to begin selling online quickly and cost-effectively.
This blog explains what social commerce looks like in practice and how new businesses can use it. It also outlines how to choose the right platforms and build a simple approach that helps you start selling and grow steadily.
What social commerce and social selling means for new businesses
Social selling and social commerce work hand in hand. Social selling focuses on building relationships, trust and engagement with customers through social media content, conversations and reviews, while social commerce allows customers to purchase products directly within the platform. Together, they create a seamless journey from discovery and consideration to purchase, without customers needing to leave the app.
This creates a direct path to sale. You remove unnecessary steps and make it easier for customers to act on what they see. This reflects how people already use their phones, where the vast majority of browsing occurs within apps rather than websites, and social commerce has become a cost-effective way of marketing on a budget.
For businesses, this makes it easier to get started and test what succeeds. As a route into e-commerce for startups, social commerce allows you to focus on content that shows your product in use, connect it clearly to your offer and start making sales early. As you learn what your audience responds to, you refine your approach and build momentum.
How social commerce drives online sales
Social commerce for businesses brings content, engagement and sales into one place. You create content that showcases your product, and customers can move from discovery to purchase without leaving the platform.
Customers usually discover products while scrolling, rather than actively searching. They watch a video, see how a product works and decide if it fits their needs. Features like product tags, shop pages and in-app checkout allow them to act immediately, without extra steps.
Customers are able to read comments, see how others respond and look for real-life examples before buying. This creates a more interactive experience, where customers rely on product descriptions, reviews and social selling signals to build trust and confidence before making a purchase. Reviews can really benefit your business, as customer feedback can be a great way to drive improvements across your organisation.
This highlights the growing importance of e-commerce for startups, where building credibility and reducing barriers to purchase can help drive early sales. For businesses, there’s a greater focus on the content that will drive action. Instead of relying on product listings or search traffic, you show your product in use, explain its value and make it easy to purchase on the app itself. This approach combines social commerce with social selling, helping businesses build relationships, establish trust and guide customers towards a purchase.
How to sell on TikTok Shop and Instagram Shopping
For e-commerce for startups, selling on TikTok Shop and Instagram Shopping supports both social commerce and social selling, but each platform plays a different role.
Platform | Best For | Content Type | Ideal Business |
|---|
TikTok Shop | Discovery | Short video | Consumer products |
Instagram Shopping | Brand building | Reels, Stories | Lifestyle brands |
You need to use each platform effectively to get the best results. Below are some techniques to get started on social commerce sites:
Create a strong digital storefront on Instagram Shopping
When selling on Instagram, Set up your shop and organise your products so customers can browse easily. Keep your visuals consistent so your brand feels clear and professional.
Use shoppable content to increase sales
Tag products in posts, Stories and Reels so customers can act immediately.
Use customer content and reviews to reinforce trust, support buying decisions, and increase sales through selling on Instagram.
Use live shopping and limited time offers to boost conversion
You can increase selling on Instagram by running live sessions to demonstrate your product and answer questions. Add time-limited offers to encourage customers to decide.
Use TikTok Shop to drive product discovery
Create short videos that show your product in action through TikTok shop. Keep content simple and easy to follow so customers quickly understand what you offer.
Use influencer marketing to reach new customers
Partner with creators who can introduce your product to new audiences when selling on Instagram and TikTok. Their content builds trust and helps your product feel more authentic. Find out more about influencer marketing and how you can leverage it for your business.
Choosing the right social commerce platforms
Selling on TikTok Shop and Instagram Shopping are strong starting points, but they will not be right for every business. Choose platforms that fit your audience, your product and the type of content you can create consistently. You can achieve this by:
Expanding gradually as you grow
Start with one or two platforms and build confidence before you expand. Keep your approach focused so you can manage it properly and learn what works.
Focusing on platforms your audience already uses
Identify where your customers spend their time and prioritise those channels. This helps you reach the right people and build momentum more quickly.
Using Facebook to support your existing presence
Set up a Facebook Shop to extend your reach. Use it to connect with a wider audience and support your activity across other platforms.
Using messaging platforms for direct selling
Use tools like WhatsApp or Messenger to speak directly with customers. Answer questions, share product details and guide people towards a purchase.
Using video-led platforms to explain your product
Use platforms like YouTube to show how your product works in more detail. Focus on practical demonstrations that help customers understand the value.
Social commerce strategy: how to grow your business
Build your social commerce strategy around consistency, clarity and ease of purchase. Treat social platforms as sales channels, not just places to post content. It’s important to design your approach so customers can move from discovery to purchase in a straightforward way. You can read more on our guide to using social media here.
Build trust through customer engagement
As we’ve previously mentioned, the customer experience really matters for small businesses. Respond to comments and messages and encourage customers to share their experiences. Show that your business is active and engaged to build credibility and support repeat sales.
Create content that shows value
Show how your product works and where it fits into everyday use. Focus on clear demonstrations so customers understand the benefit quickly and confidently.
Simplify the customer journey and increase conversions
Use product tagging, shop features and clear calls to action. Remove unnecessary steps so customers can act when they are interested.
Stay consistent as you grow
Post regularly and keep your messaging clear. Build recognition over time and maintain engagement as your audience grows.
Test and refine your approach
Take a look at different content formats, styles and offers, and review what works and adapt your approach based on how your audience responds.
Looking to grow your business online? Whether you're launching your first ecommerce venture or scaling through social commerce, our team can help you explore funding options that support growth. Get in touch today.
