Social commerce strategies: from browsing to buying on social media
Social commerce is changing the way consumers shop online. Where traditional e-commerce redirects customers to external webshops, buyers can now make their purchases directly within social media platforms. For SMEs and e-commerce companies, this means new opportunities to be closer to their customers and optimize the buying experience.
- Social commerce is growing 30% per year – expected to be worth €2.9 trillion by 2026
- 83% discover products via Instagram – platform with the highest social commerce conversion
- 4x higher conversion rate through social proof – customers via social network convert much better
- Micro-influencers deliver best ROI – 1,000-100,000 followers have higher engagement than macro-influencers
- 80/20 content rule essential – 80% providing value, 20% direct selling for optimal algorithm result
- Average ROI of 300-500% – with well-executed social commerce strategies within 12 months
The numbers speak for themselves: social commerce is growing by 30% per year and is expected to be worth €2.9 trillion by 2026. For Belgian entrepreneurs who want to boost their online sales, it's time to take this trend seriously.
What exactly is social commerce?
Social commerce goes beyond just advertising on social media. It integrates the entire shopping experience within social media platforms themselves. Think of Instagram Shopping, Facebook Marketplace, TikTok Shop, or Pinterest Product Pins. Consumers can discover, compare, and buy products without leaving the social platform.
The difference with traditional online marketing lies in the seamless integration of content, community, and commerce. Social commerce revolves around three core principles:
Social proof: Reviews, likes, and shares from friends influence purchasing decisions
Influencer marketing: Authentic recommendations from trusted individuals
Seamless buying experience: From discovery to payment within one platform
“Meta’s data shows that 83% of Instagram users discover products via the platform, while 44% shop weekly via social media.”
Source: Meta Business - Social Commerce Trends 2024
The benefits of social commerce for SMEs
Social commerce offers unique advantages that traditional e-commerce struggles to match. For Shopify e-commerce businesses, this means new opportunities for growth.
Lower customer acquisition costs
Organic reach on social media is often cheaper than paid Google Ads. Through a smart content strategy, companies can expand their reach without huge advertising budgets. User-generated content plays a crucial role here.
Increased conversion rates
Social proof works. Customers who see products through their social network convert 4x more often than through traditional channels. This psychological factor makes social commerce so powerful for conversion optimization.
Direct customer interaction
Social commerce enables two-way communication. Companies can respond directly to questions, resolve complaints, and build relationships. This personal approach strengthens customer loyalty.
Data-driven insights
“Social platforms offer detailed analytics about customer behavior, preferences, and purchasing patterns. This data helps in optimizing product offerings and marketing strategies.”
Source: X Business - The Evolution of Social Commerce
Platform-specific social commerce strategies
Each social platform has its own strengths for social commerce. Successful companies tailor their strategies to the unique characteristics of each platform.
Instagram Shopping and Reels
Instagram remains the king of visual social commerce. The platform offers multiple sales opportunities:
Instagram Shop: Full product catalog within your profile
Shopping Tags: Direct product links in posts and Stories
Instagram Reels: Short videos with integrated shopping options
Live Shopping: Real-time product demonstrations with direct sales
For video marketing, Instagram Reels are particularly effective. Authentic product videos perform 67% better than static posts.
TikTok Shop
TikTok's algorithm and young target audience make it ideal for trendy products. TikTok marketing requires a different approach than other platforms:
Native content: Ads that feel like organic TikToks
Hashtag challenges: Engaging users with the brand story
Influencer partnerships: Collaboration with micro-influencers
Live commerce: Interactive product launches
Facebook and Messenger
Facebook's mature user base and advanced targeting make it perfect for B2C sales. Messenger offers opportunities for personalized customer service and automated shopping assistants.
Pinterest Product Pins
“Pinterest functions as a visual search engine where users actively seek inspiration. This platform works excellently for lifestyle products, fashion, and home decor.”
Source: TikTok Newsroom - Social Commerce Revolution 2024
Content strategies that boost sales
These figures show that interactive and authentic content performs best on social media. Live shopping has the highest engagement (8.1%) while user-generated content offers the best conversion opportunities. For SMEs, this means choosing strategically: focus on content types that suit your resources and target audience.
Effective social commerce revolves around content that entertains, informs, and sells. The best strategies combine storytelling with subtle product placement.
Authentic storytelling
Consumers buy from brands with whom they have an emotional connection. Tell stories about your company, your team, and your customers. Show how your products improve people's lives.
User-generated content
Customer photos and videos are pure gold for social commerce. They offer social proof and authentic product demonstrations. Encourage customers to share their experiences via hashtags and contests.
Educational content
Information that adds value builds trust. Create tutorials, tips, and how-to content around your products. This positions your company as an expert and increases the chance of purchase.
Behind-the-scenes content
People are curious about what happens behind the scenes. Show your production process, team members, and company culture. This humanizes your brand and creates connection.
The AI content creation tools can help produce variations of successful content on a large scale.
Influencer marketing and partnerships
Influencer marketing forms the backbone of many successful social commerce strategies. It's about finding the right people who your target audience trusts and follows.
Micro-influencers vs macro-influencers
Micro-influencers (1,000-100,000 followers) often have higher engagement rates and cost less than large influencers. Their followers trust their recommendations more, resulting in better conversions.
Macro-influencers offer more reach but lower engagement rates. They are suitable for brand awareness, while micro-influencers work better for direct sales.
Long-term partnerships
One-off posts have less impact than long-term collaborations. Influencers who regularly talk about your brand build stronger trust with their followers.
Performance-based compensation
Pay influencers partly based on results: sales, leads, or website visits. This ensures a better ROI and motivates influencers to really sell.
Authenticity over follower count
An influencer with 5,000 real, engaged followers is more valuable than someone with 50,000 purchased followers. Check engagement rates, comment quality, and demographic data.
Technology and tools for social commerce
The right technology forms the basis of successful social commerce. Modern Shopify apps offer integrations with all major social platforms.
Social media management tools
Platforms like Hootsuite, Buffer, or Later help plan and publish content across multiple channels. They also provide analytics to see which content performs best.
Customer service automation
Chatbots and automated responses help handle frequently asked questions. This improves customer service without needing extra staff.
Inventory management
Inventory linking between your online store and social platforms prevents overselling. Tools like Shopify Plus automatically synchronize inventory levels. For a complete list of available integrations, check out our Shopify apps guide.
Analytics and tracking
Google Analytics, Facebook Pixel, and platform-specific analytics provide insights into the customer journey, conversions, and ROI. This data is essential for optimization.
Payment processing
Seamless payment processing within social platforms increases conversions. Integrate popular payment methods such as Bancontact, PayPal, and Apple Pay.
“We build shopping experiences that help creators and brands connect with their audience in more meaningful ways, making it easier for viewers to discover and buy products from the content they love.”
Source: YouTube Official Blog - Shopping Features for Creators and Brands
AI automation can help manage this complex technical stack.
Performance measurement and optimization
Social commerce requires continuous monitoring and optimization. The metrics that matter differ from traditional e-commerce KPIs.
Key performance indicators
Social conversion rate: Percentage of visitors via social media that make a purchase
Cost per acquisition (CPA): Cost to acquire one customer through social channels
Lifetime value (LTV): Total value of customers acquired through social commerce
Engagement rate: Likes, shares, comments per post
Click-through rate: From social media to product/checkout
Cart abandonment rate: Percentage of incomplete purchases
These KPIs are only valuable if you can benchmark them. Below are the industry standards for social commerce in Belgium and Europe:
Use these benchmarks to realistically assess your performance. If you are in the "average" zone, there is still plenty of room for growth. Excellent scores are achievable with the right optimizations.
A/B testing strategies
Systematically test different elements:
Content formats: Video vs photo vs carousel
Call-to-action texts: "Buy now" vs "More info"
Posting times: When is your target audience most active
Targeting options: Different demographic segments
Product presentation: Lifestyle vs product shots
Attribution modeling
Social commerce customer journeys are complex. Customers might see your brand on Instagram, read reviews on Facebook, and ultimately purchase through your online store. Use advanced attribution models to incorporate all touchpoints.
Conversion rate optimization
Apply CRO techniques to your social sales pages:
Fast loading times
Mobile optimization
Clear product information
Simple checkout process
Trust signals (reviews, guarantees)
Social commerce trends for 2025
Social commerce is evolving rapidly. Companies that want to stay ahead need to prepare for emerging trends.
Augmented Reality (AR) shopping
AR features allow customers to virtually try out products before they buy. From makeup to furniture, AR reduces returns and increases customer satisfaction.
Live commerce events
Live streaming shopping events combine entertainment with sales. Think of QVC, but on social media with real-time interaction.
Voice commerce integration
Voice assistants are increasingly integrating with social platforms. "Hey Siri, order that shirt from Instagram" is becoming a reality.
Sustainable social commerce
Sustainability is becoming more important to consumers. Transparency about production processes and environmental impact influences purchasing decisions.
AI-powered personalization
Artificial intelligence personalizes product recommendations and content on an individual level. AI for growth is becoming essential for competitive social commerce strategies.
Legal considerations and compliance
Social commerce introduces legal complexities, especially in Europe with GDPR legislation.
Privacy and data protection
Social platforms collect a lot of customer data. Ensure:
Transparent privacy policy: Explain what data you collect
Cookie consent: Implement correct cookie banners
Data minimization: Only collect necessary data
Right to be forgotten: Allow customers to delete their data
Consumer protection
E-commerce legislation also applies to social commerce:
14-day return policy: EU-wide cooling-off period
Transparent pricing: Including VAT and shipping costs
Product compliance: CE marking where required
Misleading advertising: Avoid exaggerated claims
Platform-specific policies
Each social platform has its own rules for commerce:
Instagram: No sales of tobacco or alcohol to minors
Facebook: Strict rules for health claims
TikTok: Limited product categories allowed
Pinterest: No counterfeit products
Tax implications
Social commerce can have VAT implications, especially for international sales. Consult a tax advisor for complex situations.
Case studies: Belgian successes
Several Belgian companies demonstrate how effective social commerce can be with the right strategy.
Fashion retailer - Instagram Shopping
An Antwerp clothing boutique increased their online sales by 300% through the strategic use of Instagram Shopping and influencer partnerships. Their secret: authentic content and a strong focus on local micro-influencers.
Food & beverage - TikTok goes viral
A Belgian chocolatier went viral on TikTok with behind-the-scenes videos of their handmade chocolate. This resulted in a 500% increase in online orders within three months.
Beauty brand - Facebook Live
A cosmetics brand used Facebook Live for weekly makeup tutorials with direct product sales. Their live sessions generated an average of €5,000 per broadcast.
These successes demonstrate that social commerce works for various sectors, provided you use the right platform-specific approach.
Implementation: step-by-step plan
Ready to get started with social commerce? Follow this phased approach:
Phase 1: Foundation (Month 1-2)
Platform research: Determine where your target audience is active
Competitor analysis: Analyze what competitors are doing
Tech setup: Install the necessary apps and integrations
Content audit: Inventory existing content
Legal compliance: Ensure correct terms & conditions
Phase 2: Content & Community (Month 3-4)
Content calendar: Plan 3 months ahead
Visual identity: Consistent look and feel across all platforms
Community building: Follow and engage with potential customers
Influencer outreach: Identify and approach relevant influencers
Customer service: Set up processes for social media support
Phase 3: Monetization (Month 5-6)
Product catalog setup: Upload products to social platforms
Payment processing: Test all payment options
Promotional campaigns: Launch first sales campaigns
Performance tracking: Monitor all important metrics
Optimization: Adjust based on initial results
Phase 4: Scale & Optimize (Month 7+)
Advanced automation: Implement chatbots and automated responses
Expanded platforms: Go live on additional social channels
Partnership program: Formalize influencer partnerships
International expansion: Consider selling in other countries
Continuous testing: A/B test all aspects of your strategy
Cost overview and ROI calculation
Implementing social commerce involves various costs. Here is a realistic overview for SMEs:
Startup costs (one-time)
Platform setup: €500-2,000 (depending on complexity)
Content creation: €1,000-5,000 (photos, videos, graphics)
Legal compliance: €500-1,500 (privacy policy, terms)
Training: €500-2,000 (team education)
Monthly costs
Software tools: €100-500 per month
Content creation: €500-2,000 per month
Influencer partnerships: €500-5,000 per month
Advertising budget: €1,000-10,000 per month
Management time: 10-40 hours per week
Budget guidelines per company size
ROI calculation
The average social commerce ROI lies between 300-500% for well-executed strategies. Calculate your ROI as:
ROI = (Revenue from Social Commerce - Social Commerce Costs) / Social Commerce Costs × 100
A realistic goal for year 1 is 200-300% ROI, growing to 400-600% in year 2 and beyond.
Avoiding common mistakes
Learn from the mistakes of others and avoid these common pitfalls:
Too many platforms at once
Start with 1-2 platforms where your target audience is most active. Master these first before expanding.
Inconsistent branding
Your visual identity should be consistent across all platforms. Different styles confuse customers and weaken brand recognition.
Sales-focused content
Social media users want entertainment and value, not constant sales pitches. Follow the 80/20 rule: 80% value, 20% sales.
Ignoring customer service
Social media amplifies both positive and negative experiences. Respond quickly and professionally to all messages.
No budget for paid promotion
Organic reach is limited. Budget at least 20-30% of your social commerce budget for paid promotion.
Unrealistic expectations
Social commerce is not a quick fix. Expect initial results after 3-6 months, significant growth after 6-12 months.
The future of social commerce
Social commerce is still in its early stages. The coming years will bring revolutionary changes:
Virtual reality shopping
VR technology creates immersive shopping experiences. Customers can virtually walk through stores and view products from all angles.
Blockchain and NFTs
Blockchain technology enables ownership verification and limited edition products. NFTs open up new marketing opportunities.
Social payments
Cryptocurrencies and digital wallets are increasingly integrating with social platforms for faster, cheaper transactions.
Hyper-personalization
AI analyzes individual user behavior for ultra-personalized product recommendations and content.
Companies that invest in social commerce now are strongly positioning themselves for these future developments.
Conclusion: from strategy to success
Social commerce is not a hype, but a fundamental shift in how people discover and buy. For Belgian e-commerce companies that want to grow, a well-thought-out social commerce strategy is essential.
The key to success lies in understanding your target audience, choosing the right platforms, and consistently delivering value through authentic content. Technology and tools support your strategy, but human connection remains the most important thing.
Start small, measure everything, and optimize continuously. Social commerce rewards companies that patiently build their online community and consistently deliver value.
Need help developing your social commerce strategy? ClickForest helps SMEs and e-commerce companies set up successful social commerce strategies that truly deliver results.
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Frequently asked questions about social commerce
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Social media marketing focuses on brand awareness and community building via social platforms. Social commerce goes a step further by integrating the entire sales experience within the social platform. With social commerce, customers can discover, compare, and buy products without leaving the platform.
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This depends on your target audience and product type. Instagram works great for lifestyle and fashion products, TikTok for trendy items aimed at young people, Facebook for a broader demographic, and Pinterest for home decor and food. Research where your target audience is most active before choosing a platform.
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Focus on metrics such as social conversion rate, cost per acquisition via social channels, engagement rate, and lifetime value of social customers. Use analytics tools from the platforms themselves combined with Google Analytics for a complete picture of your performance.
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Starting SMEs can begin with a monthly budget of €1,000-3,000 including content creation, tools, and paid promotion. Larger budgets (€5,000-15,000 per month) enable faster growth through professional content and more extensive influencer partnerships.
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Absolutely. Social commerce works best as a complement to your existing e-commerce strategy. Use social platforms for product discovery and engagement, while your webshop provides the full product information and checkout experience.
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In Belgium and the EU, the same consumer protection rules apply as for traditional e-commerce: 14-day return policy, transparent prices including VAT, and GDPR compliance for data protection. Each social platform also has its own rules for commercial content.
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Consistency is more important than frequency. For Instagram and Facebook, 3-5 posts per week is sufficient, for TikTok you can post daily. Focus on quality over quantity and maintain a good balance between valuable content (80%) and sales-oriented posts (20%).
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Influencer marketing can be very effective, but it is not required. Start with micro-influencers in your niche who have authentic connections with their followers. A budget of €500-2,000 per month can already yield good results with the right influencers.
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Always respond professionally and quickly to negative feedback. Offer a solution and invite customers to contact you privately for further handling. Transparent communication shows other customers that you take customer service seriously.
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Partially, yes. You can use chatbots for frequently asked questions, automate content planning, and set up basic customer service responses. However, authentic interaction and community management still require human involvement for optimal results.
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Visually appealing products perform best: fashion, beauty, food, home decor, and lifestyle products. Products that tell stories or have emotional value also work well. B2B products can be successful on LinkedIn with the right approach.
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Follow the 80/20 rule: 80% of your content should offer value (entertainment, education, inspiration) and only 20% should be directly sales-oriented. Focus on storytelling, behind-the-scenes content, and community building to build authentic relationships before you sell.
Sources and references
Social Commerce Market Data:
Global Industry Analysts: "Social Commerce Market to Reach $2.9 Trillion by 2026" - https://www.globenewswire.com/news-release/2021/11/05/2328515/0/en/Global-Social-Commerce-Market-to-Reach-US-2-9-Trillion-by-the-Year-2026.html
Statista: "Social commerce revenue forecast worldwide 2018-2028" - https://www.statista.com/statistics/1231944/social-commerce-global-market-size/
Instagram Shopping Statistics:
Oberlo: "Instagram Shopping Statistics - User & Revenue Growth" - https://www.oberlo.com/statistics/social-commerce-market-size
InBeat Agency: "Instagram Statistics to Track - Strategic Implications" - https://inbeat.agency/blog/instagram-statistics
Platform Developments:
YouTube Business: "Letter from the YouTube CEO - 4 Big bets for 2024" - https://blog.youtube/inside-youtube/2024-letter-from-neal/
KR Asia: "TikTok CEO on creating a successful global strategy" - https://kr-asia.com/you-need-to-be-global-and-local-at-the-same-time-tiktok-ceo-shou-zi-chew-on-creating-a-successful-global-strategy
