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What is Social Commerce?

Social Commerce
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Social Commerce is the integration of social media and e-commerce.

It is a strategy that allows brands to sell products and services directly through social media platforms, offering an interactive and convenient shopping experience for users.

Instead of redirecting users to another website, social networks become the sales channel, where users can find products among thousands of options, evaluate them and make purchasing decisions without having to leave the platform where they are connected.

Benefits for brands

This trend offers numerous benefits for businesses. It leverages the growing use of social media platforms to promote and sell products or services directly on social media sites where users log in daily.

Provides exposure to a wider audience by leveraging the massive user base of social networking sites. Encourages user interaction and active participation, leading to greater connection and trust in the brand.

Brands can leverage data collected from interaction networks, such as likes and shares, to optimize their offers over time based on customer preferences. This provides customers with an even more personalized shopping experience, further increasing their attachment to a particular brand or business.

Social Commerce

Social Commerce: Is it the same as e-commerce? 

No, although both share the action of conducting online transactions, there are differences between the two. E-commerce uses stand-alone online stores, while Social Commerce focuses on the direct integration of the shopping experience into social networks.

In addition, Social Commerce is directly impacted by the social interaction and virality offered by social platforms, which drives sales and brand awareness to a greater extent.

Platforms for Social Commerce

Facebook, Instagram, TikTok and Pinterest are the main ones, as they offer a large user base and integrated shopping tools. These platforms allow brands to create company profiles, showcase products and interact with the audience through comments, messages and live shopping.

Remember, it is always very important to choose the platforms that fit your brand’s audience and objectives.

Tactics for Social Commerce

To make the most of this strategy, it is important to implement effective tactics that generate conversions.

  • Content curation: This is about carefully selecting the products and services to promote on the networks. The key is to offer attractive and valuable content for your target audience. Researching current trends and understanding your customers’ preferences is essential to offer them relevant products. 
  • Live shopping: This consists of live broadcasts on the networks, where users can see products in real time and make purchases instantly. It is a much more immersive experience that allows brands to show products in a dynamic and interactive way. Taking advantage of live shopping has several benefits in addition to presenting products, you can also answer questions or doubts of users, which generates greater interest in the brand.
  • User Generated Content: Take advantage of opinions, reviews, photos and videos created by users themselves to promote products or services. It provides greater confidence in purchasing decisions, allows you to connect emotionally with potential customers and generate higher sales conversions through social media platforms, and requires less investment than other strategies.
  • Interaction with the user: Building solid relationships with your audience is the key; use social networks as a communication channel where you provide a more personalized service. Establish an emotional connection with your audience and show that you care about their needs.
Social Commerce

Social Commerce is definitely a trend that brands should take advantage of to connect with consumers and increase sales. Understanding the new generations and their expectations at the time of purchase is the key to success.

Generating strong connections and a sense of urgency in audiences directly impacts sales and brand perception.

Harnessing the immense power of social media can greatly impact your sales conversions and take your digital marketing strategy to the next level.


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Alberto Alvarez
Alberto Alvarez
CEO - Fundador
After working for almost a decade in marketing in Procter & Gamble, Alberto envisions the power of changes in the digital era and decides to focus in the entrepreneurship world in Latam. In 2012 he founds his first start-up,, changing the way to engage with real estate in the region. Alberto served as Marketing VP for Agora Technologies at Silicon Valley, a company finance by Guy Kawasaki & Nolan Bushnell, where he developed the main concept of Startup Icon. Today, Alberto is the CEO of the holding company that conforms Latam Digital Marketing, and its subsidiaries in Latin America.
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