What Is Social Commerce & Does Your Business Need It?
Your customers are scrolling through Instagram, watching TikTok videos and chatting with friends on Facebook. And somewhere between those cat videos and holiday photos, they're discovering products and making purchases without ever leaving their favourite apps.
Welcome to the world of social commerce, where the line between socialising and shopping has completely disappeared.
But what exactly is social commerce and does your South African business really need to jump on this bandwagon?
Let's break social commerce down in simple terms and help you figure out if it deserves a spot in your marketing strategy.
What Is Social Commerce?
Social commerce allows customers to browse, discover and buy products directly within social media platforms, without ever leaving the app. (This means that customers aren't directed to a website.)
Here is an example:
Karen is scrolling through Instagram during her lunch break when she spots a gorgeous handbag in an influencer's post. She taps on the product tag, views the price, reads some reviews and purchases it—all without leaving Instagram.
That's social commerce in action.
Now, you might be thinking, "Isn't that just eCommerce?" Not quite.
While e-commerce covers all online selling (websites, apps, marketplaces), social commerce specifically happens within social media platforms.
How Does Social Commerce Work?
Social commerce works by integrating shopping features directly into social media platforms.
Here's the technical bit (don't worry, we'll keep it simple):
Most platforms use product catalogues that sync with your existing online store.
When you upload your products, they become "shoppable" through various features like product tags, shopping tabs, or dedicated storefronts within the platform.
The magic happens through APIs (Application Programming Interfaces) that connect your product inventory to the social platform. When someone makes a purchase, the transaction can either happen within the app itself or redirect to your website for checkout—depending on the platform and your setup.
The whole system is designed to reduce what marketers call "friction." Basically, removing any obstacles between "I want that" and "I bought that."
Social Commerce Platforms That Work
Not all social media platforms are created equal when it comes to selling products.
Here are the most popular social media platforms used for shopping:
Instagram is the queen of visual commerce. With Instagram Shopping, you can tag products in your posts and stories, making them instantly shoppable.
The platform's product tags let users tap and learn more about items without disrupting their scrolling experience.
Plus, with Instagram's massive South African user base, you're tapping into a market that's already engaged and ready to discover new brands.
Facebook offers Facebook Shops and Facebook Marketplace, giving you two different ways to sell.
Shops work brilliantly for brand building, while Marketplace is perfect for local businesses wanting to reach nearby customers.
The platform's detailed targeting options mean you can get your products in front of exactly the right people.
TikTok
TikTok Shop is the new kid on the block, but it's growing fast.
The platform's short-form video format is perfect for product demonstrations and unboxing content.
South African creators are using TikTok to showcase products and the platform's algorithm can give your products incredible reach if your content resonates.
YouTube
While YouTube's shopping features are still developing, the platform excels at longer-form product content.
You can tag products in videos and create Shopping Collections that group related items together. It's particularly effective for products that benefit from detailed explanations or demonstrations.
Benefits Of Social Commerce For Your Business
Here's why social commerce should be on your radar:
Reach customers where they already are - South Africans spend hours on social media daily.
Reduce purchasing friction - No need to redirect customers to another website.
Build social proof - Customer reviews and user-generated content happen naturally.
Gather valuable customer insights - Learn about your audience's social behaviour.
Increase revenue streams - Add another sales channel to your business.
Cost-effective marketing - Often cheaper than traditional advertising methods.
Mobile-first approach - Perfect for South Africa's mobile-heavy internet usage.
How To Get Started With Social Commerce
You have two main options: DIY or hire professionals.
Do It Yourself Steps:
Choose your platform - Start with one platform where your audience is most active
Set up your business profile - Complete all profile information and verify your account
Connect your product catalogue - Upload products with high-quality images and detailed descriptions
Enable shopping features - Turn on product tags, shopping tabs, or storefront options
Create shoppable content - Post products with proper tags and engaging captions
Monitor and optimise - Track performance and adjust your strategy based on results
Hiring An Agency:
If the DIY route feels overwhelming, consider working with a social media marketing agency. They'll handle the technical setup, content creation and ongoing management while you focus on running your business.
At Starbright, we specialise in setting up and managing social media accounts for South African businesses.
Working with us means you get expert knowledge of platform algorithms, professional content creation and ongoing optimisation. (Plus, you save time to focus on what you do best!)
Ready To Take The Plunge?
South African consumers are becoming more comfortable with mobile payments and social media shopping.
Whether you're a small local business or a growing online retailer, social commerce can help you reach new customers and increase sales through platforms your audience already loves.
Ready to explore social commerce for your business?