SOCIAL COMMERCE: A NEW ERA OF DIGITAL TRADE

Commerce has changed… and there’s no turning back

Commerce has undergone a radical transformation. The pandemic forced many businesses toad apt or be left behind. In response to new societal demands, many companies turned to innovation and entered the world of e-commerce. This shift not only accelerated the growth of online shopping but also gave rise to social commer0ce, a model that is beginning to displace physical stores and traditional websites as the primary sales channels.

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What is Social Commerce?

Social commerce sits at the intersection of e-commerce and social media. Unlike in the past, when consumers had to be redirected to an external online store, today brands can reach buyers directly through purchase options visible in users' social feeds. This trend eliminates middlemen and transforms platforms like Instagram, Facebook, and TikTok into instant points of sale.

As stated in the article by The Logistics World, “social commerce reflects a profound change in consumer habits, characterized by immediacy, social interaction, and personalization.” (Espinosa, 2025). This transformation explains why many major retail companies are now investing in advertising on these platforms and enabling purchases directly through them, creating faster and simpler shopping experiences for consumers.

Social commerce continues to evolve, and a clear sign of its impact is that, globally, it generated an estimated $683 billion USD in revenue during 2024, confirming its sustained growth since its boom and into the future. (Social commerce revenue forecast 2018–2029, 2025)

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How Does It Work?

To successfully carry out purchases through social commerce, two goals must be achieved simultaneously: reaching new audiences and maintaining strong relationships with existing ones. To achieve this, companies must provide attractive content and engage in consistent, organic interaction with their consumers through visual content.

The first step for companies unfamiliar with social commerce is to enable thepurchase of products directly within the platforms. Within this visual content, it’s important to remember that consumers value authenticity, closeness, and usefulness more than conventional advertising messages.

Benefits of Social Commerce

Accordingto The Logistics World, the main benefits of social commerce include:

1. Direct access to the consumer: Brands can interact directly with their audience and naturally showcase theirproducts in the digital environment.
2. Reduced friction in the purchasing process: By eliminating additional steps, conversion rates improve.

3. Increased customer loyalty: Being present where users spend their time helps brands build closer and longer-lasting relationships.
4. Leverage of user-generated content (UGC): Reviews, recommendations, and shared experiences help build trust.

5. Use of real-time analytics: Social platforms allow immediate tracking of campaign impact and the ability to adjust strategies instantly.

Who Can Use It?

All businesses can adopt this commerce model, but it is especially valuable for startups that do not yet have the networks or experience of established companies.

Social commerce allows small businesses and entrepreneurs to connect directly with their consumers without the need for major infrastructure or intermediary budgets.

This levels the playing field, allowing new brands to compete with established players in the same digital spaces. Social platforms serve as store fronts and sales channels at the same time, making it easier for any business, large or small, to position itself, build community, and gain loyal customers.