The small business guide to social commerce: How to boost your sales on social media

In this Article:

• What is social commerce?
• Platforms leading the social commerce trend
• Why should you care about social commerce?
• How to use social commerce for your small business
• Don’t forget to protect your business
• Final thoughts: get started now
• Frequently asked questions

If you’ve been on TikTok lately, you’ve probably seen them: those creepy yet adorable Labubu figures from Pop Mart flying off digital shelves. These collectibles aren’t just cute; they’re a case study in how social shopping is changing the game. Pop Mart’s strategy of combining TikTok virality with in-app purchasing has made Labubu drops a must-watch event, with limited-edition figures selling out in seconds.

The company’s success shows how powerful social commerce has become, and how small businesses can use the same platforms to grow. Whether you sell candles, coaching, or crafts, social media can help you sell directly to your audience without needing a fancy website or big ad budget.

Let’s break it down and show you how to make social commerce work for your small business.

What is social commerce?

Simply stated, social commerce is the direct selling of products or services on social media platforms. Unlike traditional e-commerce, where customers have to visit an external website to make a purchase, social commerce lets them browse, shop, and checkout without ever leaving the app. This seamless experience offers significant convenience for consumers, who increasingly prefer quick and integrated shopping journeys.  

Social commerce leverages features such as shoppable posts, in-app storefronts, and direct messaging to facilitate instant purchases and personalized interactions. As a result, businesses benefit from higher engagement, reduced cart abandonment, and improved sales conversion rates, making social commerce a powerful channel for reaching today’s digitally savvy shoppers.

Studies show that 82% of shoppers now use social media for product discovery and research before making a purchase. This means that your customers are already looking for what you offer; you just need to make it easy for them to buy.

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Platforms leading the social commerce trend

Social media platforms differ in their shopping features. Some support direct in-app purchases, while others focus on product discovery and redirect buyers to your website. It’s important to select platforms that fit your brand and products. Visual platforms like Instagram and Pinterest are great for lifestyle or collectible items and impulse buyers. Facebook and TikTok offer integrated storefronts and easy checkouts, reducing drop-off. Understanding these features helps tailor your strategy and boost reach or sales.

Instagram

✅ In-app checkout available in the U.S. and select regions

Instagram is one of the most robust platforms for social commerce. You can set up an Instagram Shop, tag products in posts, Reels, and Stories, and even host live shopping events. It’s ideal for visual brands like fashion, handmade goods, and lifestyle products.

Key features

• Shoppable posts and stories
• Product tagging
• Live shopping
• Visual storefront on your profile

TikTok

✅ In-app checkout available via TikTok Shop

TikTok is leading the charge in video-driven shopping. With short-form videos, influencer partnerships, and live product drops, it’s perfect for small businesses with fun, eye-catching products—or those willing to get creative on camera.

Key features

• Product links in videos and livestreams
• TikTok Shop tab for direct purchases
• High organic reach through the For You Page
• Influencer marketing opportunities

Facebook

✅ In-app checkout available through Facebook Shops (U.S.)

Facebook Shops integrates with Instagram Shops, making it easy to manage both from Meta’s Commerce Manager. It’s a strong option if you already have a loyal Facebook audience, especially for local businesses and service providers.

Key features

• Facebook Shops storefront
• Product tagging in posts
• Easy cross-posting with Instagram
• Option to drive traffic to website or use in-app checkout

Pinterest

❌ No in-app checkout (redirects to your website)

Pinterest focuses more on product discovery than direct sales, but it’s still a valuable tool—especially for businesses in home décor, fashion, beauty, and handmade crafts. You can upload product catalogs, and Pinterest will generate shoppable Pins that link to your site.

Key features

• Shoppable Product Pins
• Visual “Shop” tab for curated items
• Integration with Shopify and other e-commerce platforms
• Strong discovery potential through search and boards

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Why should you care about social commerce?

Social commerce isn’t just for big brands – it’s an opportunity for small businesses to reach customers where they already are.

🚀 It’s convenient for buyers. No need to visit a separate website to make a purchase.

📈 Sales are expected to skyrocket. Global social commerce sales are expected to surpass $2 trillion in 2025.

💰 It shortens the buying journey. Fewer clicks mean fewer abandoned carts.

🎯 Platforms prioritize shoppable content. Social media algorithms boost posts that keep users on the platform, meaning more exposure for your business.

And here’s a stat worth noting: Millennials and Gen Z will make up 62% of global social commerce spending by end of 2025. If you’re not meeting them where they already scroll, you’re missing out.

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How to use social commerce for your small business

Now that you know what social commerce is and why it’s growing so fast, it’s time to put it into action. Whether you’re selling physical products, digital downloads, or services, social media platforms offer tools to help you reach customers and drive sales. Below, we’ll break down step-by-step strategies for both product-based and service-based businesses so you can start selling right where your audience is already hanging out.

If you sell physical products (retail & handmade goods)

Social commerce is a game-changer for product-based businesses, especially small retailers and handmade sellers.

💡 Example: You run a handmade soap business and want to boost sales on Instagram and TikTok.

Step 1: Set up your shop

✅ Create a Shop on Instagram or TikTok and upload your best-selling products.

✅ Use high-quality photos and videos to showcase your products.

✅ Write engaging product descriptions (Example: “Lavender Bliss Soap – Handmade for Ultimate Relaxation”).

Step 2: Make buying super easy

📌 Tag your products in Instagram posts, stories, and TikTok videos.

📢 Offer exclusive discounts for customers who buy through social media.

🛍️ Pin your best-selling items to your profile so they’re easy to find.

Step 3: Use video & live shopping

🎥 Show your products in action (e.g., a behind-the-scenes video of your soap-making process).

🛒 Go Live on TikTok or Instagram and answer customer questions in real time.

💬 Share customer testimonials to build trust and credibility.

Bonus Tip: Partner with micro-influencers in your niche to get more exposure.

If you offer services (coaching, consulting, digital products)

Service-based businesses can sell expertise just as easily as physical products using social commerce.

💡 Example: You’re a business consultant looking to attract more clients through social media.

Step 1: Sell your expertise

✅ List consultation calls, coaching sessions, or digital products in your Instagram or TikTok Shop.

✅ Offer downloadable guides or templates. (Example: “5-Step Business Plan Template.”)

✅ Add a ‘Book Now’ button on your profile for quick scheduling.

Step 2: Use engaging video content

📢 Post quick business tips and insights. (Example: “3 Pricing Mistakes Small Business Owners Make.”)

🎥 Host a free mini-training on Live, then invite viewers to book a paid session.

💡 Share success stories from past clients to show real-world impact.

Step 3: Monetize your content

🛍️ Sell a paid webinar or masterclass directly through Instagram or Facebook.

💡 Offer a subscription-based group. (Example: “Exclusive Business Growth Community” for $10/month.)

✅ Give followers a special discount if they book through DMs.

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Don’t forget to protect your business

As your business grows on social media, so do the risks. From customer disputes and product issues to cyber threats and payment fraud, small business owners should take steps to protect themselves from potential financial losses. A strong risk management plan—including the right business insurance—can help safeguard against unexpected challenges.

No matter what you sell, having the proper protections in place can give you peace of mind, so you can focus on growing your business with confidence.

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Final thoughts: get started now

Social commerce is exploding, and small businesses that embrace it now will have a major advantage.  

🚀 Start small. Set up your shop, experiment with posts, and tag products in your content.  

📈 Be consistent. Post regularly, engage with followers, and stay active on social platforms.  

💰 Make it easy to buy. Reduce friction by keeping everything simple, clear, and fun.  

Keeping an eye on the performance of your posts and adjusting your strategy ensures sustained growth and helps you stay ahead of retail and consumer trends. By keeping your content fresh and relevant, you encourage repeat visits and build a loyal customer base.  

Embracing social commerce helps your business connect with customers where they shop, increasing your brand’s visibility on platforms like TikTok, Instagram, and Facebook. Streamlining the shopping experience and offering secure payments and strong customer support can set you apart from competitors and build lasting loyalty. Taking action now ensures your business adapts and thrives as social commerce grows.

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Frequently asked questions

What is social commerce vs. eCommerce?

Social commerce is the buying and selling of products directly within social media platforms, allowing users to shop without leaving the app. eCommerce is online shopping through dedicated websites or marketplaces. Social commerce integrates shopping with social interactions, while eCommerce is typically separate from social media.

What is the difference between social selling and social commerce?

Social selling uses social media to build relationships and engage with potential customers, while social commerce allows consumers to buy products directly through social media platforms. Social commerce integrates the shopping and checkout experience into social networks, making purchases more seamless.

Is Etsy social commerce?

Etsy is primarily an e-commerce platform, but it incorporates some social features like following shops and favoriting items. However, it is not considered a true social commerce platform, as it lacks full integration with social media for real-time sharing or community engagement.

Why is social commerce so popular?

Social commerce blends shopping with social media, letting users easily find, share, and buy products on familiar platforms. This raises convenience, encourages impulse buys, and uses social influence to help brands better engage consumers and increase sales.

Why is Pop Mart so famous?

Pop Mart is known for its collectible toys, like Labubus, sold in blind boxes, creating excitement and surprise. The brand partners with artists and uses social media and e-commerce to engage fans, building a strong community. Product releases are timed and announced on platforms like TikTok and Instagram to build anticipation and demand. Fans sharing unboxing experiences online increases word-of-mouth and sales. Pop Mart’s strategy shows how e-commerce and social media can drive engagement and brand loyalty.

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