Is Social Commerce Important for Brands?

Avatar for Wouter Maatman
Social commerce

E-commerce refers to a shopping experience via a website or dedicated branded app. Alternatively, Social Commerce (or S-commerce) is the process of selling products through social media. In short, it allows customers to make their purchases from their social media environments without the need to go to the seller’s own e-commerce environment. So, with S-commerce, the entire shopping experience, from product discovery and research to the check-out process, occurs right on a social media platform. According to, S-commerce is already an $89.4 billion market right now. It is projected to grow to $604.5 billion in the next seven years. Currently, social apps that support this headless process are Instagram, Facebook, TikTok, and Pinterest.

Best platforms for social commerce?

S-commerce makes shopping a social media experience. Shopping on social media makes the experience much more context-driven. For brands that target Millennials and Gen Z who miss the social aspect of a day shopping during the COVID-19 pandemic, S-commerce an alternative. At the moment, only a few of the top social platforms offer it:

  • Facebook Shops: Next to a Facebook Business Page, you can Set up a Facebook Shop. Facebook Shops are customizable. Choose which collections or goods to feature, and customize the fonts, images, and colors to suit your brand.
  • Instagram Shops: 60% of people discover new products on Instagram. A brand’s products should be among them. Instagram Shops allows users to buy products featured in a user’s photos and videos from anywhere in the app.
  • TikTok: It is one of the world’s fastest-growing entertainment platforms. TikTok announced a partnership with the e-commerce platform Shopify. Once a user connects to a TikTok for Business account with a Shopify account, everyone can and sell products on TikTok via in-feed shoppable video ads.

To start successfully, firstly engage with your followers. Secondly, listen to your audience. Finally, encourage reviews. It is expected that brands will be able to tap into younger audiences. However, they also have to adapt their content to each platform. And last but not least, short video content advertising will become even more important. Icecat content is available for these platforms via Shopify, other platforms, and direct connections.

So, to conclude is S-commerce important for brands? I would say: yes! S-commerce is at least important for brands to increase brand awareness and to get direct feedback from key audiences.

Avatar for Wouter Maatman

Digital Marketing Manager at Icecat N.V.

Leave a Reply

Your email address will not be published. Required fields are marked *

Icecat xml

Open Catalog Interface (OCI): Manual for Open Icecat XML and Full Icecat XML

This document describes the Icecat XML method of Icecat's Open Catalog Inte...
 November 3, 2019

Manual for Icecat Live: Real-Time Product Data in Your App

Icecat Live is a (free) service that enables you to insert real-time produc...
 June 10, 2022
Manual for Icecat CSV Interface

Manual for Icecat CSV Interface

This document describes the manual for Icecat CSV interface (Comma-Separate...
 September 28, 2016
 October 4, 2018

How to Create a Button that Opens Video in a Modal Window

Recently, our Icecat Live JavaScript interface was updated with two new fun...
 November 3, 2021
Addons plugins

Icecat Add-Ons Overview. NEW: Red Technology

Icecat has a huge list of integration partners, making it easy for clients ...
 October 27, 2023

Manual for Open Icecat JSON Product Requests

JSON (JavaScript Object Notation) is an increasingly popular means of trans...
 September 17, 2018
 January 20, 2020
New Standard video thumbnail

Autheos video acquisition completed

July 21, Icecat and Autheos jointly a...
 September 7, 2021

Manual Personalized Interface File and Catalog from Icecat

With Icecat, you can generate personalized or customized CSV or Excel files...
 May 3, 2022