A smart company goes where the eyeballs are — and they’re on social media more than any other type of content platform. Blending your ecommerce platform with social media will help you catch your audience’s attention and turn them into customers.
Consider these social media ecommerce statistics:
- In 2025, one in three consumers plans to buy products through a social media platform.
- 83% of marketers say that social media marketing has increased exposure for their brand, and 52% report that it’s boosted sales.
- 69% of Gen Z shoppers have discovered new products from social media influencers.
- 55% of TikTok users found holiday gift inspo on the platform.
- 30% of customers have discovered new brands through social media ads.
As these statistics demonstrate, social commerce isn’t just a fad. It’s become part of everyday life for millions of consumers. They’re buying cat toys on TikTok, watching unboxing videos on YouTube, and following cooking influencers on Instagram. That’s why more and more businesses are combining social media with ecommerce.
The following ecommerce marketing strategies will help you create a bridge between social media and your platform. You’ll move people’s attention and engagement to your business and, as a result, drive more conversions.
The powerful connection between social media and ecommerce
By the end of 2025, social media is expected to drive over 80% of online purchase decisions, adding up to $1.2 trillion in social commerce! And that’s not even counting all the sales that happen outside social platforms but are inspired by them.
It wasn’t always like this. Ten years ago, social media was just a place for basic referrals — the online version of word-of-mouth, basically. For example, you might have asked your Facebook friends to recommend an affordable coffee maker, then headed to Walmart to buy it. Or, you could have watched a mountain bike review on YouTube and visited the manufacturer’s website to order it.
Today, you can have a complete purchase experience without ever leaving a social media platform. You might spot a TikTok pet influencer talking about their favorite dog food brand and buy a bag from the brand’s TikTok shop with a few taps. Then, you can get right back to scrolling.
Here are a few popular platforms that you can use to sell products:
- Facebook: Create an online Shop with your full product catalog, or sell items to local customers through the Marketplace.
- Instagram: Build a storefront for your products and tag merchandise in your posts.
- Pinterest: Turn all your product listings into shoppable posts, known as “pins.”
- Snapchat: Buy shoppable ads and create custom filters for your brand.
- TikTok: Create a storefront, collaborate with influencers, and host a livestream to promote your products.
How social media has transformed ecommerce
At first, social platforms might seem like just another way for customers to buy your products. But they’re more than just convenient storefronts — social media is fundamentally changing how businesses market and sell products online.
Some of the biggest shifts include:
- Adoption of social-first approaches: For many companies, traditional advertising has taken a backseat to social media marketing. Goodbye billboards, hello Instagram Reels and TikTok skits!
- New customer journeys: Combining social media with ecommerce allows clients to discover and interact with brands in new ways. More touchpoints equal more sales opportunities.
- Growth of community-based shopping: Social media users often join tightly-knit groups and rely on them to make purchase decisions. Online communities of like-minded people sharing recommendations and experiences can be more influential than offline inspiration.
- Social proof is everything: Customers don’t always trust what brands say about their products. That’s why 90% turn to social proof, such as customer reviews and expert recommendations, before they click “buy.”
Which social media platforms work best for ecommerce?
There’s really no such thing as a “best” social commerce platform. One brand might get thousands of likes on Instagram, while another finds more success on Facebook. It all comes down to your audience and industry.
With that being said, some platforms are more promising than others. A brand that sells trendy T-shirts, for instance, might have good luck on Instagram or TikTok, because 76% and 59% of adults aged 18 to 29 use these platforms, respectively. On the other hand, a company marketing medical wheelchairs would probably do better on YouTube, which reaches 65% of people over 65.
Consider more than just your target audience’s age, too. Pinterest’s users, for example, are primarily women. It’s the place to market everything from wedding dresses and makeup to home decor and craft kits for moms and kids. Meanwhile, Reddit and X (Twitter) skew more towards men.
Once you’ve got a sense of where your customers spend their time, you’re ready to choose a platform or two. Here’s a closer look at four major options.
People have been predicting the death of Facebook for years, but don’t believe the naysayers. This platform is still going strong with over three billion monthly active users. It also has universal popularity, attracting over half of adults in each age group.
To help you leverage social media with ecommerce, Facebook’s features include:
- Ability to curate product collections for holidays and sales
- Customizable shops
- Integrations with Shop Pay by Spotify
- Paid ads
- Product catalogs
- Sales analytics
Facebook can be lucrative, too. Its ads have an average conversion rate (ACR) of 9.21%, with higher rates in industries like fitness and education. This platform also has an average order value of $55.
As part of the Meta family, Instagram is another excellent way to combine social media with ecommerce. While no other platform has matched Facebook’s reach, Instagram is still quite competitive with over two billion active users. This channel is especially appealing to Millennials and Gen Z.
Like Facebook, Instagram lets businesses build shops that users can browse on the platform. You can use product tags to link to this store directly in your content. A customer who adores a sweater in your Stories, for instance, can tap the tag to buy it immediately — no Googling necessary. Plus, Instagram offers a variety of paid ads that can appear in Feeds, Reels, and other locations.
This platform’s ACR is 1.08%, with an average order value of $65.
At first glance, Pinterest might just seem like a place for people to curate pictures of interior designs and weddings. But don’t underestimate it! Many customers use it as a way to shop for new products.
Here are some of the ecommerce features you’ll find on Pinterest:
- Interactive quizzes with personalized product recommendations
- Lead generation campaigns
- Photo and video ads
- Product catalogs
- Storefront linked to your website or app
Pinterest has the lowest conversion rate: 0.54%. That might seem disappointing, but 96% of users’ top searches are unbranded, meaning they’re excited and ready to discover new brands to support.
TikTok
TikTok has become a bit of an advertising mecca in the last five years. It’s a hub for influencers in all niches, who often partner with brands to promote products. Plus, its video format is incredibly engaging. As the platform notes, “Shoppers are 2x more likely to buy directly from TikTok because it’s entertaining.”
Businesses can take advantage of these platform tools to blend social media with ecommerce:
- Artificial intelligence-powered ad campaigns
- Built-in analytics tools
- In-app storefront
- Order fulfillment services
- Video ads
With an ACR of 3.4% and an average order value of $35, TikTok is one of the most effective social commerce platforms. It’s a go-to shopping tool for many Gen Z users.
Essential strategies for leveraging social media with ecommerce
At this point, you’re probably wondering how to grow an ecommerce business with social media. Jumpstart your next campaign with these simple tactics.
Optimize your social profiles for shopping
It’s natural to focus on your ads and storefronts, but don’t forget about your profiles! Potential customers often visit these pages before making a purchase to see what your brand’s all about. A strong profile will make your business seem approachable and, most importantly, legitimate.
Every platform has specific features to help you get the most out of your profile. For example, TikTok lets you create automatic messages based on specific keywords or questions. This tool can help you engage customers, even when your social media team is off the clock. On Instagram, hashtags and highlights (archived collections of Stories) can help customers learn about your business.
Platforms like Facebook and Instagram also allow you to add helpful calls to action right on your profile to attract customers. These buttons can invite users to:
- Visit your website
- Call your phone (a great option for small and local businesses)
- Shop on your website
- Sign up for your newsletter
- Donate money
By adding a call-to-action button, you can directly connect your social media audience to your website.
Enable and maximize social shopping features
Today, most social networks make it possible for you to promote your business and sell products right from your social media pages.
For example, you can set up a storefront using Facebook Shops and spotlight your top products. However, this channel comes with several limitations. As of April 2024, businesses in the United States must require customers to check out through Facebook and Instagram to use the platform. Otherwise, Meta won’t display the storefronts. Plus, users can only view Shops through the Facebook mobile app, not web browsers.
Similarly, you can tag products on your Instagram posts. When your followers click on a tag, they can then learn more about the product before clicking on a link to buy the item.
Other social networking sites — such as TikTok and Pinterest — have advertising options where you can link to your website and drive sales via video ads and promoted social posts.
Most social channels integrate with major ecommerce platforms. For instance, Shopify links with Meta so you can automatically create Facebook and Instagram Shops. That way, you don’t need to duplicate all your hard work on multiple platforms.
You’ll also need to decide if you want to use social media platforms for checkouts, referrals, or both. With checkouts, users buy your products directly in the app. It’s great for customers who prefer speedy purchases (or are prone to impulse buys). However, you may need to pay a fee for every transaction, which can eat into your profits.
Referrals happen when you link out of the platform to your business website. Once customers arrive, you have total control over their buying experience. However, some people might not want to put in the extra effort to buy from your business directly when their payment information is already stored in their social media apps. Or, they might be wary of purchasing from new-to-them businesses and decide to retreat to Facebook or TikTok. Consider offering both options so you can attract as many customers as possible.
Leverage user-generated content and recommendations
People trust recommendations made by their peers on social media more than ads, so get your customers talking as much as possible.
Here are a few ways to encourage your customers to indirectly promote your brand on their social media profiles:
- Just ask! Send a friendly follow-up email or message after a purchase asking customers for a rating or review.
- Ask your audience to tag a friend who’d like a product or service in your social media posts.
- Use social listening tools to find user-generated content (UGC) featuring your products. Be sure to engage with these posts through sincere comments (“We’re so glad you like our workout gear!”), likes, and reshares.
Of course, you don’t need to sit around waiting for clients to mention your products. You can actively encourage them to make UGC with contests or giveaways. In fact, that’s a core part of GoPro’s marketing strategy and perfectly combines social media with ecommerce. The camera company invites users to participate in fun photo and video challenges with cash prizes. The winners get featured on the business’s social media accounts.
Look for ways to repurpose UGC, too. That fabulous TikTok video a customer made could easily become an Instagram Reel or YouTube Short. You could also collect user photos in a cloud folder, then compile them into videos or image carousels later. This content could bring your brand to a larger audience who will be more likely to trust you once they see that their friends are your customers and followers.
Create FOMO-driven campaigns
You’ve probably experienced the fear of missing out (FOMO) at least a few times. Social media is practically engineered to make you feel this powerful emotion when you view content. Seeing your peers having fun at an event or sharing a brand-new product they’ve bought — well, it’s hard not to feel at least a spark of desire.
As a business owner, you can use FOMO to build urgency in your audience. The goal is for customers to feel like they’re in danger of missing something exclusive or just plain awesome, making them more likely to engage with your brand.
When your customers post about your products or tag your brand while doing something fun, it can create FOMO with their followers. But it’s up to you to come up with interesting ideas that will attract your audience online.
Use these techniques to stir up some FOMO:
- Host a giveaway contest
- Offer an incentive for early purchases, such as a free accessory for the first 100 orders
- Post a daily countdown to the end (or beginning) of a big sale
- Share a behind-the-scenes video of your team packaging orders
- Use Instagram Stories to offer one-day deals
Use these techniques sparingly when combining social media with ecommerce so you don’t annoy or burn out your audience. After all, your business can’t always have “just ten products left in stock!” People might jump on the occasional limited-time offer, but FOMO wears off quickly when they know they can get a similar deal next week.
Take the time to measure the effectiveness of your FOMO campaigns. Don’t stop at just tracking sales. Look at metrics like customer retention and return rates. That way, you can tell if your FOMO strategy is helping you grow your long-term audience or just attracting one-time impulse buyers.
Collaborate with creators and influencers
More than anything, people are on social media for authentic content. They want to connect with real people, not faceless brands.
Try working with influencers who appeal to your target audience. Influencers are social media content creators who have gained loyal, engaged followers by providing entertaining content and being authentic, often sharing their personal opinions.
The cost of these collaborations can vary drastically depending on the “tier” of influencer. The most common types include:
- Nano-influencers with fewer than 10,000 followers
- Micro-influencers with 10,000 to 100,000 followers
- Macro-influencers who have 100,000 to 1,000,000 followers and are well-known in their niche
- Mega influencers with over 1,000,000 followers and pseudo-celebrity status
Nano and micro influencers are often highly engaged with their communities and can share your products with niche audiences. Meanwhile, more famous influencers can help you build name recognition — but be prepared for a higher price tag.
Before starting a partnership, ensure the influencer’s content is a good match for your business’s brand image and values. Successful collaborations make sense on both ends — a vegan food influencer wouldn’t partner with a local restaurant without vegan meal options!
You may already have a few influencers in mind from your personal scrolling. If not, platforms like Collabstr and Influencity can help you recruit and manage the right collaborators for your brand.
Technical integration strategies
Combining your social media with ecommerce takes a little effort, but it’s well worth it. Follow these best practices to integrate all your marketing efforts quickly.
Streamline the path to purchase
Customers are more likely to buy your products if you remove as many barriers as possible. Here’s how:
- Use Application Programming Interfaces (APIs) to integrate your social profiles with the rest of your tech stack. For instance, the TikTok API lets you embed your TikTok videos on your home page.
- Allow buyers to enter their details with social login.
- Eliminate unnecessary steps between discovery and purchase, like requiring customers to create an account on your website.
- Optimize your website’s ecommerce platform for mobile shoppers with responsive layouts and images that load quickly.
- Invite your social media followers to subscribe to your email list for coupons and sales.
Enable social sharing across your store
When customers feel intrigued by your products, they may decide to share them with their friends or followers. They’ll leverage social media with ecommerce for you!
Ecommerce platforms like Shopify and WooCommerce let you add social sharing buttons at strategic points in the customer journey. For example, you could put Facebook and Instagram buttons on your product pages and order screens. You can also incentivize sharing by offering discounts to customers who review your products on social.
Showcase social proof on your website
Turn your website into an informal museum for your most unique or enthusiastic UGC. Platforms like Instagram and YouTube generate HTML codes that you can use to embed content directly into your site. Just be sure to always get permission from the creator through direct message or the comment section. Stealing content is a definite no.
Measuring social commerce success
Every social platform has built-in analytics tools to help you monitor your progress, but you can use all-in-one social media marketing software like Constant Contact to track all your campaigns in one place.
These key metrics will help you assess your social commerce performance:
- Followers per platform
- Number of sales
- Return on investment (how much you put in vs. how much you earned)
- Revenue
- Social media engagement (likes, shares, etc.)
Once you’ve mastered the basics, use attribution models to calculate how much each platform contributes to your bottom line.
Common challenges and solutions when blending social media with ecommerce
Like any marketing channel, social commerce comes with a learning curve. Here are a few challenges you might encounter.
Platform algorithm changes
Social media companies frequently tweak their app algorithms to offer more personalized content. Follow marketing thought leaders on social media to stay in the loop and be prepared to adjust your strategy on the fly.
Managing inventory across multiple channels
The last thing you want to do is run out of inventory, especially during a big sale. Avoid this issue by integrating your website and social media with ecommerce platforms. That way, you’ll always know what you have on the (metaphorical) shelf.
Customer service for social shoppers
These days, customers are turning to social media instead of phone or email for support. Be ready to actively assist your clients with lightning-quick replies and prompt order updates.
Privacy concerns and compliance
Be sure you understand each platform’s rules before you start posting content and selling products. Review them with your team and always refer back to platform guidelines if you’re unsure about a piece of content.
Protect your clients’ data, too. Any information you take from the platforms must remain secure, and never disclose anything sensitive.
Integrate social media with ecommerce to uplevel your brand
Growing your ecommerce business with social media takes some strategy, but it all pays off in the end! Start by researching which platforms suit your target audience and go from there.
To leverage social media with ecommerce, set up storefronts on your chosen platforms and optimize your profile for a seamless mobile experience. You could also research influencers who might be open to collaborations or launch a user-generated content campaign. Stay updated on your analytics and focus on building trust with your followers.
Be sure to check out Constant Contact’s marketing advice blog for more practical tips. Social media is the future of marketing, so get started today!
