Social Commerce – is becoming the new “spotlight” in the overall picture of the global e-commerce industry. As consumers spend more and more time on social networks, the boundary between “entertainment” and “shopping” is gradually being blurred. The explosion of content formats on social platforms such as Reels and Short Videos has changed how users discover products. Nowadays, many platforms allow viewers to shop directly from videos, with shopping carts attached right on the video and a seamless shopping experience while browsing content on YouTube, TikTok, or Instagram.
1. What is Social Commerce?
Social Commerce is the buying and selling of goods and services directly on social media platforms. Instead of customers leaving Facebook, Instagram, TikTok, Zalo… to access websites or e-commerce marketplaces, they can search, explore, read reviews, chat with sellers, and make payments right within the social media app.
Simply put, social commerce turns social networks from a place of connection and entertainment into an “online shopping mall” – where the entire shopping journey happens seamlessly from the moment users see the product until they complete the order.
2. Core features that power Social Commerce
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Live Shopping: Allows sellers to interact, advise, and close orders during live broadcasts. This format often evokes emotions, creates excitement, and drives viewers to make quick purchase decisions.
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Shoppable Posts: Any content – from photos to videos – can become a shopping touchpoint.
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In-app Checkout: Lets consumers complete their purchases directly within the social media platform without switching to another website.
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Social Proof: Likes, comments, shares, and authentic reviews from real users become decisive factors in purchasing.
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User-generated Content: Photos, videos, and feedback created by consumers themselves help others visualize the real-life use of products.
3. Why is Social Commerce a “revolution”?
There are several reasons behind the boom of social commerce in e-commerce. These include: the rise of social media usage, the growing need for seamless shopping, and the significant influence social networks now hold in modern life.
TikTok Shop is currently the prime example of social commerce success. It is not just a “store inside TikTok” but a place where consumer trends can explode overnight.
From beauty products and supplements to… the viral Labubu toys – all became popular thanks to the viral effect of creative videos from influencers and celebrities. Viewers don’t just see products – they experience them, feel them – and then purchase within seconds.
TikTok Shop also proves the potential of Social Commerce with “everyday” products. Take the example of the butter rice paper snack – once a humble street food, it became a nationwide trend thanks to reviews and foodie content on TikTok. From unboxing, ingredients, and preparation to eating challenges – the product is not just “introduced” but “inspired” millions of audiences. Customers don’t just watch – they participate. They don’t just explore – they “buy now.”
4. How businesses can leverage Social Commerce
If you’re a business in retail, beauty, food, fashion, or e-commerce – implementing social commerce is no longer optional, but a key strategy for growth.
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Optimize your social accounts for shopping: Integrate “Shop” features, use clear product descriptions, high-quality images, and user-friendly layouts.
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Create shoppable content: Short videos, livestreams, tutorials, and authentic feedback – all must drive conversion.
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Collaborate with the right influencers: Pick creators who align with your brand and target customers, not necessarily the most famous ones.
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Build a loyal community: Stay active on platforms. Respond to comments, DMs, questions, organize mini-games, and encourage user sharing to strengthen engagement.
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Leverage analytics for continuous optimization: Use Facebook, Instagram, and TikTok analytics tools to track behavior, measure performance, and refine your strategies.
5. Social Commerce is no longer a trend – it’s the new standard
Social commerce is not just a new way to sell on social networks. It is the intersection of technology, experience, and community, enabling brands to create real interactions, real conversions – and sustainable market growth.
The butter rice paper snack and Labubu toys are living proof of how effective social commerce can be. Consumers get to experience products before buying – and once they decide, the transaction is almost instant.
Social commerce is undoubtedly a model businesses should study and integrate into their social media strategies. If your brand already has social media presence, you’re halfway there. Add social commerce to your communication and marketing strategy to fully maximize the benefits that social platforms bring to your business.
👉 Contact Blivee – Official MCN Partner of TikTok & Shopee for detailed consulting on your Social Commerce growth journey across platforms!
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