Explore the rise of social commerce in 2025, where platforms like TikTok, Instagram, and Xiaohongshu blend entertainment with shopping. Learn how brands are leveraging live commerce, AR try-ons, and influencer partnerships to drive sales and engagement.
Social Commerce
🛍️ Social Commerce in 2025: Where Social Media Meets Shopping
In 2025, social commerce has evolved beyond a buzzword to become a dominant force in the e-commerce landscape. Platforms like TikTok, Instagram, and Xiaohongshu are not just spaces for social interaction but are now integral to the shopping experience. This shift is transforming how consumers discover, engage with, and purchase products.
📱 1. TikTok: The New Frontier for Beauty and Fashion
TikTok has rapidly become a major player in the UK’s £30 billion beauty industry, with one product sold every second via TikTok Shop UK . Brands like Estée Lauder are overhauling their business models to reach younger, digital-native consumers through TikTok’s “discovery commerce” model, which blends online and physical shopping benefits. Small and emerging brands, such as P.Louise and Byoma, have achieved significant sales and brand traction through TikTok’s live shopping and shoppable videos.
🛒 2. Instagram & Facebook: Seamless Shopping Experiences
Instagram Shopping allows businesses to tag products in posts and stories, enabling users to purchase directly within the app. Similarly, Facebook Shops integrates online stores within Facebook Pages, offering a visually appealing and interactive shopping experience. These platforms leverage their massive user bases and robust targeting capabilities to drive conversions and enhance customer loyalty .
🎥 3. Live Commerce: Shopping in Real-Time
Live commerce, where influencers and brands promote products during live video streams, is reshaping e-commerce. Platforms like TikTok Shop, Instagram Live, and Twitch are at the forefront of this trend. Global live commerce sales reached $918.9 million in 2023 and are projected to grow to $3.1 billion by 2031 . This real-time shopping experience offers immediate product demonstrations and direct interactions, enhancing consumer trust and driving sales.
🧠 4. Augmented Reality (AR): Virtual Try-Ons and Interactive Shopping
Snapchat’s AR Lenses allow users to virtually try on products like makeup and eyewear, enhancing the shopping experience. Brands can create interactive shopping journeys by integrating AR elements into their content, enabling users to engage with products in innovative ways . This immersive experience is particularly appealing to younger consumers seeking interactive and personalized shopping options.
🌍 5. Xiaohongshu (Little Red Book): China’s Social Commerce Powerhouse
Xiaohongshu has become a leading platform for social commerce in China, offering a blend of user-generated content and e-commerce. The platform allows users to share product reviews and shopping experiences, influencing purchasing decisions. Brands leverage Xiaohongshu’s community-driven approach to build trust and engage with consumers .
💡 6. LTK and Flip: Social Shopping Apps Evolving Beyond Commerce
Social shopping apps like LTK and Flip are evolving beyond pure commerce to create broader lifestyle and entertainment experiences. LTK is relaunching its app to incorporate everyday content across categories such as fashion, parenting, and travel, and will include more social features like connecting with friends. Similarly, Flip, originally focused on commerce through video content, now features diverse everyday clips to integrate entertainment .
🚀 How Brands Can Leverage Social Commerce
-
Embrace Visual Content: Create engaging videos and images that showcase products in real-life scenarios, tapping into the visual nature of social platforms.
-
Partner with Influencers: Collaborate with influencers to reach wider audiences and build credibility through authentic endorsements.
-
Utilize Live Streaming: Host live shopping events to demonstrate products, answer questions in real-time, and offer exclusive deals.
-
Integrate AR Features: Implement augmented reality tools to allow customers to virtually try products before purchasing.
-
Optimize for Mobile: Ensure your online store is mobile-friendly, as a significant portion of social commerce transactions occur on mobile devices.
🔮 The Future of Social Commerce
The fusion of social media and e-commerce is expected to continue growing, with platforms enhancing their shopping features to offer more personalized and immersive experiences. As consumer behavior shifts towards seeking entertainment and community within shopping, brands must adapt by creating engaging and interactive content that resonates with their audience.
