Social media platforms were designed to connect people and allow them to share content and experiences. Today, they’ve evolved to be a powerful engine for commerce. As a result of this evolution, social media has fundamentally changed how consumers discover, evaluate, and purchase products.
Effective use of social media is all but mandatory for businesses that want to stay ahead of their competitors. This is especially true for businesses targeting younger consumers. According to the 2025 Metapack Benchmark Report, 74% of Gen Z consumers plan on making purchases through social media platforms this year.
In this blog, you’ll learn about how to build a social commerce strategy, what types of content work (and what doesn’t), and the future of social commerce.
Building a Social Commerce Strategy
The promise of social commerce can’t be realised by treating it like a traditional shopping experience—you need to create an engaging, brand-new shopping experience. It should feel natural within the social media environment. Because each platform has a different social environment, the strategy should adapt to the platform.
- Instagram excels at visual storytelling and product discovery. Fashion, beauty, and lifestyle brands in particular can thrive on the platform. With shopping features deeply integrated into the user experience, it’s easy for consumers to transition from inspiration to purchase.
- TikTok is perfect for reaching younger consumers, provided the content is authentic and creative. The TikTok algorithm is excellent at surfacing products to interested audiences. The short-form video format also provides a vehicle for compelling product demonstrations.
- Facebook is particularly useful for reaching Generation X and older Millennials. Its sophisticated targeting capabilities and established marketplace offer the opportunity for broad exposure. Diverse format options, such as Stories and Live Shopping, provide multiple avenues for you to showcase products.
- Pinterest is a visual discovery platform where users plan future purchases and projects. Consumers often engage with content months before making buying decisions. Features like Product Pins and Shopping Lists build the path between inspiration and purchase.
For each platform, you’ll need to understand the different preferences and behaviors of your audience. Across all channels, it’s critical to craft content that resonates through authentic brand storytelling.
Create Engaging and Shoppable Content
Traditional commerce is largely one-way, but social media allows your target audience to engage with you and other consumers in direct conversation. If the content you create isn’t engaging, you won’t benefit. To maximise engagement, all of the content you create should showcase your brand’s personality. This will create a sense of familiarity that encourages engagement. A multi-pronged approach is often the most effective:
- Photos showcase products
- Short-form videos show them in action
- Live shopping events create urgency
- User-generated content provides social proof
The most successful brands are using AI to improve content targeting and delivery. The Metapack Benchmark Report shows how fashion brand Princess Polly uses AI to segment customers in great detail based on their purchase habits. By using social media targeting features, brands can create and deliver content specifically for each customer segment, offering greater personalisation, and engagement, than on-site algorithms alone can provide.
Running Successful Social Commerce Campaigns
Now let’s shift to some best practices for running a social commerce campaign:
- Pulling off an effective social commerce campaign requires you to address several interconnected elements. Begin the process by precisely targeting your audience through data-driven ads, as Princess Polly does with its segmented customer approach. Combine this with strategic influencer partnerships whose followers align with your ideal customer profile.
- Once you’ve reached your audience, you must engage with them. Social media thrives on interactivity, so create a shopping experience that invites participation from customers. Remember, the checkout process should have as little friction as possible. Transparent security measures will keep customers’ trust up as they make a purchase decision.
- A sense of urgency can do wonders for conversion rates. Beauty brand P Louise demonstrated this when it generated over $2 million during a single 12-hour live event on TikTok. However, your backend logistics must be up to par before you make a big sales push. Be sure your social shopping functionality is integrated into your inventory management to avoid overselling or stockouts.
Once you have a process that works in place, you can’t go on cruise control. The social commerce landscape evolves rapidly, requiring you to adapt continuously. Make a habit of reviewing performance metrics and adjusting your strategy as trends change. One recent trend is the use of AI for tailored product recommendations, with 54% of retailers now using the tactic. Those who don’t adopt it soon may find themselves unable to compete.
The Shift in Fulfillment and Delivery
The promise of social commerce will be quickly squandered if your commitment stops after purchase. Older generations grew up waiting weeks for delivery. Today’s consumers expect much faster delivery times. According to the 2025 Metapack Benchmark Report, 57% of consumers expect their social commerce orders to arrive within two days. That percentage has continued to rise year after year.
Consumers are also growing accustomed to flexible delivery options. 67% of retailers offer multiple delivery options, including home delivery, locker pick-up, and in-store pick-up, and 57% of retailers provide flexible delivery windows with specific time slots. Improved logistics and social commerce go hand in hand when creating a solid growth strategy for your business. After all, delivering convenience in shopping means nothing if the time saved is lost waiting on delayed deliveries.
The Future of Social Commerce
Social commerce makes up 21% of all purchases globally, and this number only increases with younger generations. In fact, 74% of Gen Z and 64% of Millennials plan to shop via social platforms in 2025. As more young people become consumers, the global social commerce market will grow. In the U.S. and U.K., social commerce is expected to account for over 40% of all purchases by 2028 — double today’s rate.
Emerging trends such as more sophisticated AI recommendation engines, virtual and augmented reality shopping experiences, and increased integration of social commerce with traditional retail channels are all areas to keep an eye on.
Despite the significant opportunity social commerce presents, 46% of retailers are still missing out. This creates a competitive advantage for those who act decisively. Success in this market requires a comprehensive strategy, from platform selection to content creation, campaign management, and beyond.
To get the data your business needs to make informed decisions about taking advantage of this new evolution of commerce, download the complete 2025 Metapack Benchmark Report now.