The Power of Social Commerce: How to Boost Sales Directly on Instagram and TikTok
Social commerce is quickly becoming a game-changer in e-commerce, allowing businesses to sell directly through social platforms like Instagram and TikTok. By 2025, global social commerce sales are expected to reach $100 billion, driven by changing consumer behavior, increased social media usage, and evolving technology. For small to medium businesses, leveraging these platforms is no longer optional—it’s essential for staying competitive in the digital space
Why Social Commerce Matters
Higher Conversion Rates
Social commerce streamlines the buying process, allowing customers to purchase directly within the apps they already use. This frictionless shopping experience leads to higher conversion rates, with platforms like Instagram boasting that 70% of shoppers use the platform to discover products(Shopify). In China, social commerce conversions can be up to 10 times higher than regular e-commerce conversions due to live-stream shopping and the use of social influencers(Tidio).Expanding Audience Reach
Businesses selling directly on social media reach consumers where they spend the most time. Over 39.5 million TikTok users in the US are expected to make purchases via the platform by 2026(Shopify). Similarly, Facebook continues to dominate in the US, with 63.5 million US shoppers purchasing via the platform(Predis.AI)Customer Trust and Engagement
A staggering 81% of social media users are influenced by the buying preferences of friends and influencers(Predis.AI). Leveraging this trust through influencer marketing, user-generated content, and personalized experiences can boost sales significantly. For instance, TikTok’s powerful algorithm allows for authentic, engaging content that helps products go viral, making it a prime platform for social commerce(Shopify).
How to Set Up Social Commerce on Instagram:
Setting up a shop on Instagram is relatively straightforward:
Create an Instagram Business Account
First, ensure you have a business account. This will allow you to access Instagram’s shopping features, such as shoppable posts and the Shop tab.Connect a Product Catalog
Use Facebook Commerce Manager to link your product catalog, allowing you to tag products in your posts, stories, and Reels.Use Shopping Tags
Tag your products directly in posts and stories to create a seamless shopping experience for users. Studies show that 26% of the global population over the age of 13 uses Instagram to discover new products(Shopify).
How to Set Up Social Commerce on Instagram:Create an Instagram Business Account:
Go to your Instagram profile and click on the three lines in the top right corner.
Select "Settings" > "Account" > "Switch to Professional Account."
Choose "Business" as the account type and fill in the necessary business details.
This enables access to Instagram’s shopping features like shoppable posts and the Shop tab.
Connect Your Product Catalog:
You need to link your Instagram account to a product catalog via Facebook Commerce Manager.
Go to Facebook Commerce Manager and either create a new catalog or connect your existing product catalog from platforms like Shopify.
Follow the steps to link your Instagram account and product catalog.
Enable Instagram Shopping:
In the Settings of your Instagram Business account, go to Business > Set Up Instagram Shopping.
Submit your account for review. Instagram will check to make sure your account meets the commerce eligibility requirements.
Once approved, you’ll be able to turn on shopping features, allowing you to tag products in posts, stories, and Reels.
Use Shopping Tags:
When posting new content, you can now tag products from your catalog in photos, videos, and stories.
This creates a seamless shopping experience where users can click directly on the products to learn more or make a purchase.
Pro Tip: Use Instagram Stories to showcase product launches with shopping tags to increase engagement.
How to Leverage TikTok for E-Commerce:
Create a TikTok Business Account:
If you don’t already have one, download TikTok and create an account.
Switch to a business account by going to your profile, tapping the three lines, and selecting Settings > Manage Account > Switch to Business Account.
Fill out the necessary business details and select the category that best describes your brand.
Set Up a Shopping Tab:
TikTok partnered with Shopify in 2021, allowing businesses to create a virtual storefront directly on their TikTok profile.
To set this up, link your Shopify account with TikTok by downloading the TikTok app for Shopify from the Shopify App Store.
Once connected, you can add a Shopping Tab to your TikTok profile, enabling users to browse products and make purchases without leaving the app.
Use TikTok Ads and Shopping Campaigns:
Use TikTok Ads Manager to create targeted ad campaigns. You can select from various ad formats, including in-feed ads, branded effects, or TopView ads.
Leverage TikTok’s unique ad formats like Hashtag Challenges or Branded Effects to engage users more creatively and drive traffic to your shopping tab.
Collaborate with Influencers:
Influencer marketing is extremely powerful on TikTok, with 43% of Gen Z users starting product searches on the platform(Shopify).
Partner with influencers to promote your products in an authentic way. Influencers can help amplify your brand reach and drive direct sales via tagged products or linked storefronts.
Success Stories:
Philips: During a previous project, I helped Philips tap into the power of social commerce, boosting their ROI by 309% through optimized paid search and social commerce strategies.
WeChat in China: In China, social commerce, particularly through WeChat Mini Programs, has seen a 40.25% market size increase between 2021 and 2023(Predis.AI). The integration of commerce within social messaging apps shows how vital social commerce has become globally.
Conclusion & Call to Action:
Social commerce is not just a trend—it’s the future of online shopping. With platforms like Instagram and TikTok leading the charge, businesses of all sizes can now meet their customers where they spend the most time. Want to get started? Reach out to HypedShop today for expert guidance on setting up your social commerce strategy.
Website: hypedshopllc.com
Email: hypedshopllc@gmail.com
