Social Commerce for DTC Brands: Trends & Strategies

Global social commerce sales are projected to reach $2 trillion by 2025, making it a must-watch channel for direct-to-consumer (DTC) brands.

Platforms like TikTok, Instagram, and Pinterest are reshaping how customers discover and buy products.

For DTC founders, social commerce offers a unique opportunity to create frictionless shopping experiences where engagement meets convenience.

In this article, we’ll explore the trends, strategies, and challenges shaping social commerce in 2024 and how you can make it work for your brand.

What is social commerce?

Social commerce is the integration of social media platforms with ecommerce, allowing customers to discover and buy products without leaving their favorite apps.

Unlike traditional ecommerce, where purchases happen on standalone websites, social commerce creates a seamless journey from discovery to checkout within the same platform.

Platforms like Instagram, TikTok, and Facebook Shops allow businesses to showcase products, interact with customers, and close sales all in one place.

This approach combines the social proof and engagement of social media with the convenience of online shopping, making it a powerful tool for DTC brands.

Why social commerce is crucial for DTC brands

With over 5 billion social media users globally in 2024, the potential reach for brands using social commerce is enormous.

By combining social proof, engagement, and straightforward shopping experiences, social commerce allows brands to drive conversions faster than ever.

Here’s why DTC brands should prioritize social commerce:

• Massive audience reach: Platforms like TikTok, Instagram, and Pinterest provide access to billions of active users.
• Streamlined shopping experiences: In-app checkouts reduce friction and improve conversion rates.
• Trust through user-generated content: Reviews, testimonials, and real customer images create authenticity.
• Real-time engagement: Features like live shopping events allow brands to interact directly with their audience.
• Cost-effective marketing: Social commerce tools enable precise targeting and higher ROI compared to traditional ads.

For DTC businesses, integrating social commerce isn’t optional—it’s the key to staying relevant and meeting customers where they spend their time.

Top platforms for social commerce in 2025

Social commerce thrives on platforms that combine social engagement with shopping features.

Here are the leading platforms DTC brands should focus on:

TikTok Shop

TikTok has become a hub for product discovery, especially among Gen Z and millennials.

Features:

• In-feed shopping: Tag products directly in videos for seamless purchases.
• LIVE shopping events: Host interactive live streams where customers can buy in real-time.
• Product showcase tab: Create a dedicated space for your product catalog on your profile.
• Collaborations with influencers: Leverage TikTok creators to boost product visibility and trust.

Instagram Shopping

Instagram offers a visually rich shopping experience ideal for DTC brands.

Features:

• Shoppable posts and stories: Tag products in posts, reels, and stories to drive direct purchases.
• Customizable storefronts: Showcase products in curated collections within your profile’s Shop tab.
• In-app checkout: Allow customers to complete purchases without leaving the app.
• Shopping ads: Reach a wider audience with targeted ads that link directly to your store.

Facebook Shops

Facebook provides a versatile platform for brands to set up comprehensive storefronts.

Features:

• Customizable shops: Design your storefront to reflect your brand’s style and values.
• Product synchronization: Sync your ecommerce product catalog for easy setup.
• Messenger integration: Provide real-time customer support and facilitate purchases through chat.
• Cross-platform capabilities: Link your Facebook Shop to Instagram for unified selling.

Pinterest Shopping

Pinterest excels at blending product discovery with inspiration, making it a powerful tool for DTC brands.

Features:

• Product pins: Upload shoppable pins with detailed product descriptions and pricing.
• Shopping ads: Drive targeted traffic with visually appealing ad formats.
• Visual search: Use Pinterest Lens to connect users to products similar to their searches.
• Idea boards: Showcase collections or seasonal campaigns to inspire purchases.

4 social commerce trends driving growth and followers

The rapid rise of social commerce is fueled by evolving customer behaviors and advancements in technology.

Here’s how to stay ahead and implement these trends effectively:

1. The dominance of video content

Short-form videos dominate today’s digital landscape, with 33% of social media marketers planning to invest in short-form videos.

This format is perfect for grabbing attention and showcasing products in a visually compelling way.

• Create short-form videos: Use TikTok, Instagram Reels, and YouTube Shorts to showcase products.
• Add shoppable video ads: Embed clickable links to allow customers to buy directly from videos.
• Show behind-the-scenes content: Build authenticity by sharing your brand’s story in an engaging way.

2. Live shopping events

Bring your products to life through real-time, interactive shopping experiences.

• Host live Q&A sessions: Engage with your audience and address their concerns directly.
• Create urgency with exclusivity: Offer time-sensitive discounts or limited-edition product launches.
• Collaborate with influencers: Partner with creators who can energize your audience and drive attendance.

3. User-generated content (UGC)

UGC is one of the fastest ways to increase brand awareness and scale your business.

It’s also a highly effective method for building trust, as customers rely on real people’s experiences to guide their purchases.

• Encourage reviews and testimonials: Make it easy for customers to leave feedback on your social platforms.
• Feature real customer imagery: Share photos and videos of customers using your products.
• Promote branded hashtags: Inspire your audience to tag your brand, creating a stream of organic UGC.

4. Augmented reality (AR)

AR bridges the gap between in-person and digital shopping, making it easier for customers to visualize products.

• Integrate try-before-you-buy tools: Allow customers to visualize products, such as trying on sunglasses or placing furniture in their home.
• Launch AR filters: Create branded effects on Instagram or Snapchat to engage users.
• Experiment with virtual storefronts: Provide a unique, immersive shopping experience online.

4 strategies for DTC brands to thrive in social commerce

To make the most of social commerce, DTC brands need a focused approach that blends customer engagement with delightful shopping experiences.

Here are actionable strategies to help you succeed:

1. Optimize for mobile experiences

Mobile is at the heart of social commerce, with most purchases happening on smartphones.

A smooth and intuitive mobile experience is crucial for keeping customers engaged and driving conversions.

• Ensure fast-loading pages: Reduce friction by optimizing your site for speed.
• Use mobile-friendly designs: Prioritize simple navigation and responsive layouts.
• Test checkout flows: Simplify in-app checkout processes to reduce cart abandonment.

Quick win: Use free tools like Google’s Mobile-Friendly Test to check your website’s responsiveness and identify areas for improvement.

2. Leverage influencer marketing

Influencers can amplify your brand’s reach and credibility by connecting with their engaged audiences.

Micro-influencers, in particular, are highly effective at driving authentic engagement and conversions.

• Partner with relevant influencers: Choose influencers whose audiences align with your target customers.
• Create sponsored content: Collaborate on posts, stories, or videos that integrate your products naturally.
• Track campaign ROI: Use tools to measure performance and adjust your strategies as needed.

Quick win: Start by reaching out to micro-influencers on Instagram or TikTok using direct messages or influencer platforms like Aspire or Upfluence.

3. Invest in analytics and insights

Data-driven decisions are essential for refining your social commerce strategy and boosting ROI.

Tracking the right metrics allows you to understand what works and what needs improvement.

• Monitor engagement metrics: Track likes, shares, and comments to gauge content performance.
• Analyze conversion rates: Measure how effectively social posts drive purchases.
• Use platform analytics: Leverage insights from Instagram, TikTok, and Facebook to understand your audience’s behavior.

Quick win: Use native analytics tools like Instagram Insights or TikTok Analytics to identify your top-performing posts and double down on what’s working.

4. Adopt platform-specific features

Each social platform offers unique tools and features designed to enhance the shopping experience.Using these features strategically can help you stand out and convert more customers.

• Leverage TikTok Shopping: Add product tags to videos and use LIVE events to drive real-time sales.
• Use Instagram Shopping Tags: Highlight products in posts, reels, and stories for seamless purchasing.
• Enable Facebook Messenger: Offer instant customer support and personalized shopping recommendations.

How to get started: Set up a TikTok Business Account or Instagram Shop to begin using these features and start tagging products in your content.

3 challenges DTC brands may face in social commerce (and how to overcome them)

While social commerce offers tremendous potential, it also presents challenges that can hinder growth if not addressed. Understanding these obstacles is key to developing strategies that ensure success.

1. Platform fragmentation

With so many platforms offering unique features, managing multiple storefronts can be overwhelming for DTC brands. Each platform requires tailored strategies, from content creation to customer engagement, making it difficult to maintain consistency.

This fragmentation can lead to disjointed branding and inefficiencies, especially for small teams. It also creates challenges in consolidating data from different platforms, making it harder to measure success and refine strategies. For customers, this inconsistency can erode trust and create confusion when interacting with the brand.

How to overcome it: Brands can use centralized management tools like Hootsuite or Sprout Social to streamline content, analytics, and customer engagement across platforms, ensuring consistency and efficiency.

2. Trust and privacy concerns

As customers become more cautious about their data, privacy concerns can significantly impact social commerce adoption. Shoppers often hesitate to make purchases directly on social platforms due to fears of data breaches or insecure payment processes.

For brands, earning and maintaining trust is critical but challenging in a space where public feedback and negative reviews are visible to all. Navigating privacy regulations like GDPR and CCPA adds another layer of complexity, especially for businesses operating across multiple regions. Without addressing these concerns, brands risk losing credibility and customers.

How to overcome it: Displaying trust signals like secure payment badges, transparent data policies, and showcasing customer reviews can reassure customers and build confidence in your brand.

3. Operational complexity

Behind every seamless social commerce experience is a complex web of operations that must run smoothly. From syncing inventory across platforms to managing shipping and logistics, operational inefficiencies can quickly lead to missed opportunities.

For brands, keeping up with fast delivery expectations and responding to customer inquiries across multiple platforms can strain resources. Customers expect quick resolutions and consistent experiences, and any lapse in these areas can result in abandoned carts or negative reviews. Operational issues, if unchecked, can compromise both customer satisfaction and profitability.

How to overcome it: Investing in automation tools like Shopify or WooCommerce integrations can help brands sync inventory, manage orders efficiently, and streamline logistics, ensuring a smooth customer experience.

What to look out for in the future of social commerce

Social commerce is rapidly evolving, and staying ahead requires keeping an eye on emerging trends and technologies.

Here are some key developments shaping the future of social commerce:

AI-driven personalization

Artificial intelligence is revolutionizing how brands engage with customers by offering hyper-personalized shopping experiences.

From product recommendations to dynamic pricing, AI helps brands tailor every interaction to individual customer preferences. Platforms like TikTok and Instagram are already testing AI features to suggest products based on user behavior, making shopping journeys more intuitive and relevant.

How real brands are already using it: Sephora uses AI to recommend tailored product suggestions based on individual customer preferences, enhancing the shopping experience source.

Increased adoption of augmented reality (AR)

AR is transforming the online shopping experience by bridging the gap between digital and physical retail.

From virtual try-ons to interactive product demonstrations, AR tools enhance customer confidence and reduce return rates. By 2025, nearly 75% of global consumers are expected to use AR when shopping online, making it a key focus for DTC brands.

How real brands are already using it: L’Oréal offers virtual makeup try-ons using AR technology, making it easier for customers to visualize products before purchasing source.

The rise of livestream shopping

Live commerce is gaining traction globally, combining real-time interactivity with entertainment to drive sales.

In markets like China, live shopping has already proven highly successful, accounting for over 10% of ecommerce sales. As platforms like TikTok and Instagram continue to integrate live commerce features, more DTC brands are expected to adopt this engaging format.

How real brands are already using it: L’Oréal’s livestream shopping events on Instagram allow customers to interact directly with brand experts and shop in real-time source.

Introducing social commerce into messaging platforms

While TikTok, Instagram, and Facebook dominate social commerce, emerging platforms like WhatsApp and Discord are entering the space.

These platforms offer unique opportunities for brands to connect with niche audiences and build stronger communities. For example, WhatsApp Business enables brands to share product catalogs and accept payments directly within the app source.

How real brands are already using it: Small businesses on WhatsApp use the platform’s catalog feature to showcase products and accept payments directly in chat, creating a seamless shopping experience source.

The bottom line: Social commerce is where community meets commerce

Social commerce isn’t just about selling—it’s about building a community where customers feel seen, valued, and inspired to buy.

By leveraging platforms like TikTok, Instagram, and Pinterest, brands can create seamless and engaging shopping experiences.

Staying ahead in social commerce means adopting trends like AI personalization, AR tools, and live shopping events.

For DTC brands, the future of social commerce is full of potential. Success lies in understanding these opportunities and their limitations and acting on them today.