Social commerce has firmly established itself as a core retail channel.  

With over 5.2 billion global users on social platforms, brands now meet consumers where they spend most of their digital time browsing, chatting, and shopping. From discovery to checkout, the customer journey is increasingly taking place within apps like Instagram, TikTok and Facebook. For retailers, this shift presents an opportunity to personalise interactions, shorten the purchase path, and convert audiences at scale.

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Live Shopping Goes Global

One of the biggest developments has been the rise of live shopping. Platforms like TikTok Shop and Instagram Live are used by retailers worldwide to host shoppable video events. TikTok alone recorded over $15 billion in GMV across Southeast Asia in 2024, driven largely by real-time product showcases. This format is not only engaging but highly effective; products demonstrated in live settings convert at rates up to 10x higher than traditional product pages.

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Influencer Marketing Evolves

Influencer-led selling has also evolved. In 2025, it’s not just about high-profile endorsements. Retailers are building networks of micro and nano-influencers—creators with loyal niche audiences who bring trust and authenticity. This shift is backed by data: 74% of consumers say their buying decisions are influenced by what influencers recommend, with Gen Z especially favouring authentic creators over big-name celebrities.

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Tech-Driven Personalisation and AI

Technological innovation is playing a key role. Augmented reality (AR) features - like virtual try-ons - are now available across Instagram, Pinterest, and TikTok, enabling customers to visualise products in context. Meta and TikTok have rolled out AI-powered personalisation tools, tailoring content feeds and product suggestions based on user behaviour. Meta’s Advantage+ ad campaigns, powered by generative AI, have increased return on ad spend by an average of 22%.

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Best Practices for Social Commerce Success

Retailers looking to succeed in this space must invest in native storefronts and frictionless checkout solutions. TikTok Shop, Instagram Checkout, and Facebook Shops are proving instrumental in reducing drop-offs and boosting conversion rates. Content strategy should prioritise video—short-form clips, live sessions, and influencer collaborations consistently outperform static posts.  

Customer engagement is now synonymous with responsiveness. Social media platforms have become primary customer service channels. Retailers must be quick to answer DMs and comments. AI-powered chatbots are helping brands offer 24/7 support, improving customer satisfaction while reducing operational costs.

Building trust through social proof is another best practice. User-generated content (UGC), authentic reviews, and visible customer engagement all contribute to buyer confidence. Successful social commerce strategies focus on aligning with creators who share the brand’s values, offering mobile-first experiences, and using AI for tagging, recommendations, and personalisation.

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Examples of Businesses Leading in 2025

Several brands are standing out in the social commerce space this year.

1. Beauty brand Glossier has mastered TikTok live selling, regularly partnering with micro-influencers to demonstrate products in real time, leading to measurable spikes in product sell-outs.

2. Decathlon has integrated AR try-ons within Instagram to allow customers to preview outdoor gear, resulting in increased conversions among Gen Z shoppers.

3. H&M has leveraged Meta’s Advantage+ campaigns to personalise product feeds at scale across Facebook and Instagram, reporting a 20% uplift in ROAS year-on-year.

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Getting Started with Social Commerce

Retailers getting started should select one or two platforms aligned with their target demographics, build native storefronts synced to their product catalogues, and prioritise influencer partnerships. Regular live sessions, engaging product videos, and weekly performance reviews can quickly reveal what resonates.

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How The Commerce Team Global Can Help

At The Commerce Team Global, we specialise in delivering high-impact commerce strategies that align with today’s evolving digital landscape. Our team of certified commerce experts can help you define, build, and optimise your commerce channels.  

With over 500 global projects delivered, we offer the strategic insight, technical know-how and low-risk delivery models needed to drive measurable results. Let’s work together. Get in touch with us:

Contact: info@thecommerceteam.com

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