TikTok, Instagram, and Pinterest are significantly boosting their social commerce capabilities with new shopping features and creator partnerships in 2025.

  • Pinterest introduced three new features including Top of Search Ads, a revamped Trends Tool, and Local Inventory ads, which make shopping more measurable and localized, driving better purchase outcomes.

  • Instagram rolled out enhancements like a refreshed stories composer, live photos on grids, and augmented shopping features linked to Facebook Shops, allowing brands to create shoppable posts and leverage product tags for easier discovery.

  • TikTok Shop has surged with live shopping, interactive campaigns, and creator-driven affiliate programs, spurring record engagement and festive season sales for brands like M&S.

  • These platforms are integrating tightly with ecommerce tools like Shopify to automate product catalog updates and boost sales through social-driven customer experiences.

  • The focus is on real-time commerce, influencer partnerships, and AI-driven tools to create engaging, shoppable content that shortens the purchase journey within the apps.

This social commerce ramp-up is transforming how businesses connect with customers, emphasizing seamless shopping experiences directly on social media platforms.

TikTok, Instagram, and Pinterest have recently introduced upgraded shopping features aimed at boosting social commerce engagement. These platforms are enabling users to browse, discover, and purchase products seamlessly without leaving the app, enhancing the shopping experience. Creator partnerships are a key focus, as influencers and content creators play a crucial role in driving product discovery and credibility.

Key updates include:

  • TikTok’s new shopping tab allows direct product purchases within the app, combined with personalized recommendations powered by AI.

  • Instagram continues to integrate its Shopping feature into Reels and Stories, making it easier for creators to tag products and monetize content.

  • Pinterest has enhanced its Catalogs feature and personalized shopping feed, helping brands showcase products visually with rich Pins and shoppable video ads.

These developments reflect a shift toward “social-first” shopping, where entertainment and e-commerce blend for a more engaging customer journey. Brands leveraging these tools can expect increased visibility, higher conversion rates, and deeper customer loyalty through authentic influencer engagement and immersive shopping experiences.

This trend emphasizes the importance of leveraging content creativity alongside seamless transaction paths to thrive in today’s digital marketing landscape.

Recent updates in social commerce on TikTok, Instagram, and Pinterest show a continued acceleration throughout late 2025:

  • TikTok expanded its live shopping capabilities globally, introducing interactive formats like flash sales, limited-time offers, and creator-hosted shopping events to engage users in real time.

  • Instagram rolled out new AI tools to help sellers optimize product descriptions and target audiences more precisely, alongside embedded checkout options to reduce friction.

  • Pinterest introduced enhanced AR try-on for beauty and fashion products, allowing users to virtually sample items before purchase, a feature driving higher engagement and purchase intent.

  • All three platforms have deepened integrations with major ecommerce solutions such as Shopify and BigCommerce, automating inventory syncs and facilitating smoother checkout experiences.

  • Creator partnerships have intensified, with dedicated funds and incentive programs launched to encourage influencer-driven commerce and authentic content that converts.

These updates reflect broad industry trends emphasizing AI, interactivity, and immersive experiences as drivers of social commerce growth going forward, helping brands convert engagement into sales more effectively.