Social commerce has evolved into a powerhouse in digital marketing. The seamless blend of social media platforms and e-commerce capabilities is driving consumers to discover and purchase products directly from their favourite social network. This presents an unmissable opportunity for businesses to refine their marketing strategies and adapt to what has become a dominant force shaping the future of online shopping. With the industry projected to exceed $1 trillion by 2028, the potential to engage and capitalize on its growth has never been more crucial. Let’s explore some of the key drivers behind this transformation.Navigating the Social Commerce Landscape: Trends That Matter
Social commerce is evolving how consumers discover, engage with, and purchase products online. From generational buying behaviors and the rise of shoppable content to platform-specific dynamics and trust concerns, these key insights offer a data-driven roadmap to thrive in this fast-paced landscape.
- Younger Generations Take the Lead: Millennials and Gen Z are at the forefront, projected to contribute 33% and 29% of global social commerce spending, respectively. Their strong preference for in-app purchases, short-form video content, and interactive shopping experiences positions them as the prime demographic for brands to engage.
- The Rise of Shoppable Content: Platforms like Instagram, TikTok, and Pinterest are simplifying the path to purchase with shoppable posts and in-app checkouts, minimizing friction and boosting impulse buys. The fewer clicks to checkout, the higher the conversion rates.
- The Influence Economy: Micro-Influencers Dominate: Micro-influencers are reshaping brand trust, with 82% of consumers placing value on their recommendations. For Gen Z, 78% discover products through content creators, positioning influencer partnerships as a cornerstone of authentic social commerce strategies.
- The Live Shopping Boom: Live-stream shopping is rapidly becoming a global phenomenon. After gaining massive traction in China, this trend is already expanding worldwide, delivering an entertainment-rich, real-time shopping experience that boosts both engagement and urgency.
- Mobile-First is Non-Negotiable: With 75% of online purchases expected to happen on mobile devices, brands must prioritize seamless mobile experiences, ensuring fast-loading pages, responsive design, and intuitive navigation to meet the expectations of today’s digital shopper.
- Overcoming Trust and Data Privacy Concerns: Despite rapid growth, consumer hesitation persists. For instance, 76% of U.S. consumers cite data security as a top concern. To build trust, brands must offer transparent refund policies, secure payment options, and reliable customer support.
- Platform-Specific Shopping Trends: Different platforms attract unique audiences and behaviors:
- Facebook is projected to reach 80 million U.S. shoppers by 2025, making it a key player in social commerce.
- TikTok dominates Gen Z engagement, fueling viral shopping trends and impulse buys.
- Instagram excels at visual storytelling, with 29% of users already making purchases directly through the platform.
- Social Media Ad Spend Skyrockets: Social commerce investments are skyrocketing, with global ad spend expected to reach $255 billion by 2028. Mobile ads will account for nearly $212 billion of that total, underscoring the shift toward platform-native, hyper-targeted campaigns.
- Seamless Customer Journeys: Brands are doubling down on frictionless shopping by integrating in-app messaging, AI-powered chatbots, and omnichannel tools like WhatsApp and SleekFlow. These solutions enhance both pre- and post-sale interactions, keeping shoppers engaged seamlessly within the platform.
These trends reveal just how dynamic and data-driven the social commerce field has become, but it’s the brands embracing and amplifying them that truly redefine the future of digital retail. As we move forward, let’s explore the main players leveraging their influence and innovative tools to lead the way.
The Titans of Social Commerce: Who’s Leading the Charge?
A few powerhouse platforms are not just participating in the social commerce boom—they’re defining it. Each brings unique strengths, tools, and strategies to the table, transforming how people shop, engage, and discover products online. Here’s a closer look at the major players shaping the future of digital retail in 2025.
- Facebook (Meta)
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- Why it matters: Home to a vast user base and some of the most advanced AI tools in digital commerce.
- What’s doing well: Facebook excels with personalized ads, Facebook Shops, and its Marketplace, offering frictionless experiences at scale.
- What’s next: Expect deeper live shopping integration, including interactive features like real-time Q&As and polls to drive engagement. In-chat purchases via Messenger will become more intuitive, using AI to recommend products and streamline checkout.
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- TikTok (ByteDance)
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- Why it matters: A viral engine for discovery, driving impulse purchases through short-form video.
- What’s doing well: With users spending over 50 minutes a day on the app, TikTok thrives on influencer-driven commerce and high engagement.
- What’s next: Live shopping will scale globally, boosted by local influencer partnerships and tailored events. AR try-ons will expand beyond beauty, letting users “try before they buy” with fashion and accessories, making shopping feel like content.
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- Instagram (Meta)
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- Why it matters: The leader in visual storytelling and curated storefronts.
- What’s doing well: Dominates influencer marketing, with immersive AR features enhancing product discovery.
- What’s next: Reels will become more shoppable with embedded tags that let users buy products directly, turning entertainment into instant purchases. Live shopping is set to evolve with features like flash-sale countdowns and interactive polls, transforming every stream into an event of urgency and participation.
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- Why it matters: A discovery-first platform where users come to plan and buy.
- What’s doing well: Pinterest users spend twice as much as on other platforms, especially in fashion and home decor.
- What’s next: AR-powered tools will allow shoppers to see furniture and decor in their space, with real-time customization. Features like “Shop the Room” and influencer-designed boards could turn inspiration into instant, one-click purchases.
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- WeChat (Tencent)
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- Why it matters: A fully integrated ecosystem for chat, payments, and commerce.
- What’s doing well: With over 1.3 billion monthly users and seamless transactions via WeChat Pay, WeChat is the blueprint for social commerce at scale.
- What’s next: Mini Programs will get more sophisticated with e-commerce templates, empowering small businesses with easy-to-build, powerful storefronts. Live shopping in Asia will deepen with exclusive deals, loyalty rewards, and AI-powered audience targeting to personalize every experience.
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Each platform brings distinct strengths and innovations that elevate emerging trends and turn them into mainstream behaviors. Understanding how they lead the charge is key to crafting strategies that resonate and convert in this evolving digital space.
Shaping What’s Next in Social Commerce
Social commerce isn’t just changing the game—it’s rewriting the rules. The platforms leading this shift are transforming content into commerce, attention into action, and engagement into measurable growth. But staying competitive in this $1+ trillion space takes more than adaptation. It requires vision, speed, and the ability to turn complexity into clarity.
That’s where Globant Gut comes in. We elevate advertising, marketing strategy, and media through the power of AI to build next-gen social commerce strategies that don’t just follow trends but drive them. From immersive AR to frictionless checkout, we help brands create connected, data-driven experiences that convert in the moment and resonate long after.
The future belongs to brands bold enough to move first. Let’s shape it together.
