Everything you need to know about social commerce in 2023


How to use social commerce in 2023

  • “Where did you get those posters?”
  • “From an ad I saw on Instagram.”
  • “I want them too.”

This kind of interaction is becoming more common as social commerce booms. Social commerce sneaks onto our phones, directs us to a payment method faster and shows us brands we’ve never seen before.

For sellers, the advantage is that even small brands can take centre stage in this new market segment. So, how do you use social commerce in 2023?

What is social commerce?

Social commerce, social shopping, s-commerce… Call it what you like.

All these names mean the same thing: buying and selling products or services online using social media.

In 2021, 64% of social media users in an Accenture study said they had already bought something via social media. And between 2021 and 2022, social media use increased 10%.

So, social commerce can be described as an e-commerce with a bright future.

But be careful: s-commerce and e-commerce are very different concepts not to be confused!

The differences between e-commerce and s-commerce

E-commerce means an online buying experience. To reach a brand’s website, a user can:

  • Click a Google Ad at the top of search engine results (SEA)
  • Read a blog article and head to the brand’s site to see what it’s offering (SEO)
  • Visit the site directly
  • Go to the site after a recommendation from someone they know, a review, etc.

Clients can access e-commerce sites using a computer, tablet, or smartphone via their favourite search engine.

S-commerce = a buying experience via social media. Users don’t have to do anything to discover a brands’ products or services. They appear between posts, are mentioned by influencers you follow, slip in among stories from your best friend and Charlotte Gainsbourg…

If a product or service catches a consumer’s eye, they don’t even have to leave the app to make a purchase. Thanks to social commerce, they can order in an immersive, familiar and interactive space: their favourite social network. And they can use their favourite tool: their phone.

How to get started with social commerce

The earlier you start coming to grips with social commerce, the sooner you’ll see results.

Because it is becoming increasingly competitive.

Countries like China are a step ahead: over 80% of Chinese social media users have already used social commerce.

Here are 5 steps to sell via social media:

1. Identify your target audience

According to Sales for Life, retailers who use social commerce do 40 to 50% more business than those who don’t.

So, the issue isn’t whether you should try social commerce, but who you’re going to target.

By determining your audience’s age, gender, interests, location and socioeconomic class, you can choose the right channels. This data will also help you understand your target’s buying behaviour.

‍2. Analyse their social media habits

Here are some questions you should answer before going any further:

  • When do your clients use their smartphones to check social media? At breakfast, at a mid-morning break, at lunch or on the train home from work?
  • Which platforms do they use?
  • Which influencers on these social networks could showcase your products/services?
    • Are they committed and trustworthy?
    • How many subscribers do they have?
    • What is the average conversion rate for their social media posts?

You need to combine the benefits of social commerce and influencer marketing to excel at s-commerce.

3. Choose the most suitable social commerce platform

Instagram Shopping, Facebook Commerce, Pinterest, TikTok, Snapchat – there are lots of social networks that will help you achieve s-commerce success. Once again, you should choose according to your target clients. If your product is for teens, advertise on TikTok and Snapchat.

4. Understand how the platform works

Every social network works in its own way.

On your Facebook business Page or your Instagram Pro account, for example, you should create a virtual showcase for your products. Prospects can browse your online store and buy in a few clicks.

TikTok, however, has specific solutions: Top View, In-Feed Ads, Branded Hashtag Challenges, Branded Effect

Find out about the sales methods for the sales channel that interests you before you get started with social commerce.

5. Identify products/services to sell via this channel

Finally, ensure that your products are suitable for social shopping. If you’re selling clothes, accessories, decor, beauty products or electronic devices, s-commerce is an excellent idea.


The items you market using social commerce should be buyable in a few clicks.


Which are the best social commerce platforms?

1. Instagram Shopping

Instagram says that half of users take to the platform to find new brands, products or services.

Here are 3 other statistics to remember:

This platform is ideal for promoting and selling your products, especially if your visuals are attractive.

2. Facebook Commerce (f-commerce)

Almost 60% of Facebook users are men. Their ages vary: 29.5% of Facebook users are between 25-34, 22.6% are between 18-24 and 42.8% are 35+.

On Facebook, you can develop your brand, find new clients and boost your sales using conversational commerce.

3. Pinterest

The most popular categories on this platform are interior decor, food, fashion and beauty. If your e-commerce site sells items or products in these sectors, Pinterest could be a useful channel.

But is your target on Pinterest?

To find out, here is the demographic data for Pinterest users:

  • 88% of Pinterest users are women
  • All ages use Pinterest (average: 18 to 60)
  • 45% of Pinterest users are millennials


72% of those polled by a Territory Influence survey said that Pinterest is a source of inspiration


4. TikTok for Business

TikTok for Business means a presence in 155 countries, an app translated into 75 languages and 1092 billion active users (as of April 2023).

This popularity means companies can reach consumers worldwide.

Whether you want to develop your local presence or launch abroad, TikTok will help you contact your future clients who are on this network.

In France, 72.2% of TikTok users are aged under 24. 39% are between 18 and 24.

5. Snapchat

To make the most of social commerce, you need to assess all your options. And the final entry on our list of the best social media platforms is Snapchat.

On Snapchat, you can create competitions, make 360° videos of your products, share tutorials and more…

According to a WiziShop study looking at Snapchat numbers, 80% of Snapchat users are between 13 and 34. This audience opens the app up to 30 times a day.

Using social commerce: a summary

To summarise, using social commerce allows you to reach consumers worldwide.

But before starting, you should:

  1. Identify your persona (target audience)
  2. Analyse their social media habits
  3. Choose the most suitable platform(s)
  4. Understand how each platform works
  5. Identify the products/services you want to sell via social commerce.

In addition, to boost your e-commerce skills, here is a list of 20 tools for clever marketers.

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