You’re doomscrolling TikTok when a video of a glowing skincare serum catches your eye. A quick tap, and it’s in your cart—purchased without ever leaving the app. This isn’t sci-fi. It’s social commerce in 2025, where social media platforms have become bustling digital marketplaces. The global social commerce market is projected to hit $1.2 trillion by the end of 2025, according to Accenture. This isn’t just a trend. It’s more of a retail revolution. But what is driving this surge, how are social media platforms reshaping shopping, and what brands need to do to stay ahead?
When Scrolling Becomes Shopping
Social commerce in 2025 is more than ecommerce with a social media filter. It refers to the seamless integration of discovery and purchase within the platforms where people already spend hours. In 2023, 106.8 million people shopped on social media platforms, and that number is expected to climb to 118 million by the end of 2027.
The reason? People are glued to their screens, averaging 2.5 hours daily on social media, according to DataReportal. Social media platforms have capitalized on this, turning casual browsing into instant sales. With features like shoppable posts, in-app checkouts, and live shopping events, brands are meeting consumers where they’re already hanging out.
Social Commerce Platforms Leading the Charge in 2025
This platform has turned into a virtual mall. With Instagram Checkout, users can buy products directly from posts, stories, or curated storefronts without even leaving the app. Almost 70% of Instagram’s monthly active users discover products on the platform. This seamless shopping experience shortens the buyer journey, turning discovery into instant purchase. It empowers brands to convert engagement into sales, all within the same scroll.
TikTok
TikTok Shop is the wild child of social commerce. It turns short-form videos into sales machines. 49.7%, which is nearly half of TikTok’s shoppers, buy monthly. The platform’s LIVE shopping events and influencer-driven campaigns are key. A single 15-second video can outpace a traditional retail campaign, proving TikTok’s knack for turning trends into transactions.
Pinterest is the dark horse of social commerce. 97% of its searches are unbranded and over 85% of users have purchased something they discovered on Pinterest. Its Promoted Pins on Maps feature lets brands link product pins to physical store locations, driving foot traffic for retailers. For example, home decor brands are using these pins to guide users from online inspiration to in-store purchases, bridging the gap between digital and physical retail. With 433 million monthly active users, Pinterest is a goldmine for discovery-driven shopping.
While Instagram and TikTok steal the spotlight, LinkedIn is quietly carving out a niche in social commerce, especially for B2B and high-value B2C markets. Its ad platform, which ties insights to purchase data, lets marketers target with precision. According to LinkedIn’s 2024 Marketing Benchmark Report, LinkedIn generates 80% of B2B social media leads, and brands like Informa TechTarget are using account-based marketing to boost ROI by targeting decision-makers directly. For B2C, LinkedIn’s visual ads showcasing premium products are driving direct sales. This is proof to the fact that social commerce isn’t just for trendy consumer brands. It is a versatile tool for any business with a story to tell.
What to Expect
Social commerce is bursting with innovation. AI is actively powering hyper-personalized product recommendations. Platforms like Meta are using AI to analyze user behavior in real time, serving up ads tailored to individual tastes. Augmented reality (AR) is another game-changer. Live shopping is exploding, with influencer-led streams driving impulse buys. Meanwhile, private community groups, like those on Facebook or Reddit, are fostering trust through peer recommendations and exclusive deals.
However, social commerce is not all easy and free of challenges. For instance, oversaturated ad feeds risk turning users off. 67% of consumers say they’re fatigued by repetitive promotions, according to a study. Privacy concerns are also looming, with regulations like GDPR and CCPA tightening data usage. The brands that win are leaning on user-generated content (UGC) and micro-influencers to keep things authentic. They are also focusing on seamless, in-app checkout experiences to reduce friction and boost conversions.
What is crucial in 2025 is to integrate trust signals like verified reviews, responsive customer service, and transparent return policies. These can build credibility in a crowded space. The key therefore is balance. Combining tech-driven personalization with genuine, community-centered engagement can be very effective. As social commerce evolves, those who innovate responsibly while staying rooted in authenticity and trust are the most likely winners. This is because brands that embrace the shift, stay true to their audience, and harness the right tools can successfully turn casual browsers into loyal buyers.