Social commerce: an unmissable opportunity in 2025!

Every week, 55.8% of the global population (connected and over 16 years old) shops online. In 2025, it is essential to invest where these consumers spend their time to sell your products and services.

📌 2h 21min : this is the average time spent on social media every day, according to the Digital Report 2025. A massive playground for brands!

But how do consumers make their decisions?

The impact of reviews and recommendations

🔎 71% of consumers rely on reviews to choose a brand and gather information. Recommendations play a key role in our purchasing decisions.

A striking example: the hashtag #TikTokMadeMeBuyIt has exploded with 6.7 million videos created (February 2024), particularly in beauty. TikTok no longer just inspires; it directly drives purchasing decisions.

Another major trend: 71% of Gen Z use Instagram and 66% use TikTok as search engines to discover products and services.

➡️ Social media platforms are becoming full-fledged points of sale.

Social commerce: the future of e-commerce 🛒

In response to these new behaviors, social platforms are establishing themselves as true marketplaces. Two trends dominate:

- Social shopping : the ability to purchase a product directly on a social platform without leaving the app.
- Live shopping : live videos showcasing products, often hosted by content creators or brands.

Major opportunities for brands

🛍️ List your products on the Shopping pages of various networks to provide a seamless experience

The Facebook and Instagram shops and products pinned on Pinterest are already well-established, but TikTok is arriving in force with TikTok Shops, already available in several countries and set to launch in France this month.

👉 An example of the scale of possibilities with this tool: the brand Made by Mitchell generated $1 million in sales in just 12 hours on TikTok Shop in the UK.

TikTok is the go-to platform for discovering new products, but for shopping, Facebook remains in the lead, closely followed by Instagram. In 2024, Instagram's social commerce revenue is estimated at over $37 billion USD.

✅ Users can make a purchase in just a few clicks without ever needing to leave the app: a simple, seamless, and immersive experience!

✅ Benefit from the ultra-precise targeting of social platforms thanks to their algorithms.

Try live shopping for maximum engagement

Livestreaming is revolutionizing commerce, with platforms like Taobao Live, Douyin, and WeChat reaching half of the Chinese population. By 2026, McKinsey estimates that live commerce will account for 20% of Chinese retail, driven by Gen Z and millennials. According to eMarketer, 176 million Americans plan to participate in a live stream from their favorite content creator in 2025.

✅ The major advantages of these live streams? Viewer engagement and perceived authenticity.

🔑 Influencers and micro-communities: leave no one behind

For live shopping, the advantage of having sessions hosted by influencers is benefiting from strong, immediate engagement from their community.

🔎 67% feel that their favorite creators interact with them better than their own friends and family.

Furthermore, it is essential to leverage the power of micro-communities.

📌 52% of users buy a product discovered on TikTok, while 57% talk about it afterwards, generating powerful word-of-mouth that can become a real driver of success… or, conversely, damage the brand's image.

Unlike major celebrities, smaller content creators offer a more authentic connection with their audience, thereby strengthening the trust and engagement. 💬

In 2025, ignoring social commerce means missing out on a powerful growth driver. The future of online shopping is social, immersive, and ultra-personalized.

Ready to get started?