The 6 Social Commerce Platforms Top Brands Swear By
Social commerce is reshaping how we shop—set to become a $1 trillion market by 2028. Discover which platforms are leading the charge and how tools like Cropink can help you sell directly inside social apps.
Your next sale might not happen on your website but on a social media app. Marketers are calling this type of eCommerce social commerce. According to Statista data, this particular market is set to become a $1 trillion industry by 2028.
But what exactly is social commerce?
And which platforms can we classify as social commerce platforms?
First, note that social commerce is not social media marketing, where sellers post products and then provide a link so users can buy from their website.
In social commerce, brands sell directly via a social platform.
Product discovery, customer support, and transactions happen inside the social media app. Users are not leaving the social app to buy a product, although there are exceptions.
Now that we have that out of the way, which platform offers the best social commerce capabilities?
Let's find out.
Key takeaways
- Social commerce is set to hit $1 trillion by 2028
- The top social commerce platforms are Facebook, Instagram, TikTok, Snapchat, Pinterest, and YouTube.
- Tools like Cropink can help automate product listings, create ads, and manage campaigns.
- Common features across social commerce tools include product tagging, in-app checkout, shoppable storefronts, and real-time analytics
Facebook is the leading social media platform, so it’s no surprise that it’s also doing well in social commerce.
If you choose Facebook as your social commerce platform, you’ll have access to over 3 billion monthly active users.
Selling on Facebook happens primarily through Facebook Shops.
It’s a storefront displayed on your page’s profile. When users click on it, they can browse your product catalog and make purchases inside the Facebook App.
Facebook Shops are best for local sellers, direct-to-consumer Brands, and Small & Medium-Sized Businesses. That’s because Facebook is primarily community-centered, and businesses in these verticals will likely do well there.
But, even if you’re a large eCommerce business, you can still have great success with a Facebook Shop.
As you can see from the image below, it’s pretty easy to connect your data feed to Facebook Shops. It just takes one single click.
You’ll especially love the ability to tag your products directly on a regular Facebook reel or post.
When users click ‘Tap to View Products,’ they’re led to a product information page with more details such as product descriptions, shipping info, etc.
Here’s an example of how the product info page looks like:
What if customers experience an issue?
Facebook Messenger can help with that. Basically, selling on Facebook Shops gives buyers everything in one place, so they don’t have to jump through multiple steps before buying a product.
It’s a must-use if you’re looking for an easy-to-set-up social commerce platform with built-in discovery.
Features
- Product Listings: Customize product pages with details, pricing, shipping info, and even personalization options.
- Show up across the Meta ecosystem: Your shop can appear across Facebook, Instagram, and Marketplace.
- Built-in sales insights: Track sales performance and product popularity through Facebook’s Commerce Manager.
- Customizable storefront: Use collections, branded imagery, and design elements to make your store stand out.
- Shoppable Tags & Ads: Tag products in posts, Stories, and Reels so customers can shop without leaving the app.
- Loyalty program integration: If you have a rewards program, customers can track and redeem points while they shop on Facebook.
Advantages of Facebook Shop
- Free to set up a shop: You only incur fees if users checkout directly on Facebook.
- Integrates with the most popular ecommerce platforms: Syncs with Shopify, BigCommerce, and other ecommerce tools to upload product catalogs.
- Seamless shopping experience: Consumers find your product via a Facebook post, learn more about it on your Facebook Shop, and complete the purchase (you guessed it) within the app.
- Massive audience potential: All 3 billion users are yours for the taking if you can convince them to buy from you.
Cons of selling on Facebook
- It’s not available in every country. See if your country is eligible here before setting up.
- If customers buy directly on Facebook, transaction fees apply.
- You’re playing by Facebook’s rules, and algorithm changes can impact visibility.
Pro tips
- Since most users browse on their phones, keep your product images and descriptions mobile-friendly.
- Use ads to get before new customers, especially retargeting ads, so you have a higher chance of getting them to buy.
- Because Facebook favors engagement, be sure to reply to comments, post consistently, and encourage reviews.
- Run discounts and sales that are specific to Facebook Shops to win more customers.
Instagram has approximately 2 billion monthly active users. Of these, 130 million users interact with Instagram's Shopping features every month.
You must first link your Facebook account to set up an Instagram Shop. From there, you can upload your catalog and start creating your product collections.
Like with Facebook, sellers can add product tags to an Instagram post or video. When you tag a product, users can tap on it to see details, pricing, and a link to buy. Or, they can purchase the product right there on Instagram.
Example of product-tagged shopping post and story on Instagram App
Users can access Shops directly via a seller’s profile. Clicking it takes them to a storefront where they can browse and purchase products.
Features
- Product detail pages: Extensive digital storefronts that give customers everything they need to know about a product at a glance.
- Checkout within Instagram: Instagram offers in-app purchasing in select countries. Product tags direct customers to your website if your region isn't supported. Payouts are processed in 8 to 10 business days.
- Shop on your profile: Customers can browse your entire product lineup with a single tap of the ‘View Shop’ button.
- Product Tagging: Tag products in posts, Stories, Reels, and ads to make them shoppable.
- Live Shopping: Sell products in real-time during Instagram Live.
- Saved products: Users can add a product they’re not yet ready to buy into their saved products list right in the app.
Advantages of Instagram Shops
- Direct sales on the app: US-based businesses can complete entire purchases without customers ever leaving the Instagram app.
- Stronger customer engagement: Thanks to product tags, shopping feels natural and not intrusive, and it seamlessly blends with user browsing habits.
- Customizable storefront: Easily organize your product collections, highlight seasonal offerings, and create targeted promotions that display your most important items.
- Seamless Facebook integration: Sync products across Instagram and Facebook Shops for a unified shopping experience.
Cons of selling on Instagram
- Instagram Checkout is only available in the US. Shoppers from other regions must direct customers to their website for checkout.
- Requires Facebook business account integration
Pro tips
- Invest in high-quality, visually compelling product photography
- Develop a consistent brand aesthetic so you’re more recognizable
- Run promotions and flash sales ads to create urgency and boost conversions
TikTok
TikTok is not one to keep on the sidelines when choosing a social commerce platform.
Why exactly?
Research shows shoppers are 2x more likely to buy from TikTok than other marketplaces because it's fun.
And, 9 in 10 users who bought through TikTok Shop were happy with their experience.
TikTok Shop is only available for those with business profiles.
Once you set up your catalog, you can make your videos shoppable and enable viewers to purchase during TikTok Live broadcasts.
These are the three main avenues for selling on Tikok:
1. Live Shopping
Sellers can pin products directly in their live streams to facilitate instant purchases. This approach works best for real-time product demonstrations and immediate customer engagement.
The linked product will appear as an overlay during the TikTok Live, as you can see below.
2. Shoppable Videos
This option lets you turn your regular TikTok content into a sales channel by tagging products within your videos.
Viewers can tap on the product links or a shopping icon to purchase instantly.
3. Product Showcase
In this instance, your TikTok profile becomes a digital storefront with the Shop tab. Businesses can display their entire product line, create collections, and showcase promotional campaigns.
On the other hand, shoppers are able to browse and purchase directly from your brand's profile.
Features
- In-app checkout: Lets shoppers browse and buy without leaving the app.
- Flexible fulfillment options: Use your own shipping, TikTok Shop Shipping, or Fulfillment by TikTok (FBT)
- Multiple ways to sell: Sell through Live Shopping, Shoppable Videos, and Profile Showcase
- Real-time analytics: Track performance, spot trends, and optimize your business with live data and insights.
Advantages of TikTok Shop
- Massive audience: Over 1 billion active users you can easily access and sell to
- Free setup: You’ll only pay a commission on sales
- Multiple ways to sell: Live, video, and profile shop
- Proven success: Tons of success stories from brands of all sizes
Cons of selling on Tiktok
- To stay visible, TikTok demands regular posts and staying in step with trends.
- While the setup is free, TikTok takes a cut from each sale
- TikTok has strict guidelines for sellers. Non-compliance can lead to account restrictions.
Pro tips
- Use trending sounds, challenges, and hashtags to boost the visibility of your product-tagged videos.
- Go live often to build trust and showcase your product better.
- TikTok thrives on fun, fast-paced content. Show, don’t just tell.
- Leverage social proof by getting your customers and influencers to create videos featuring your products.
Snapchat
Is Snapchat even still active?
You’re not alone if you’ve wondered that.
While it doesn’t get as much hype as other social commerce platforms, it’s still a solid choice, especially if your target audience is younger.
In fact, millennials and Gen Z make up 75% of Snapchat’s audience.
It’s even more fitting if you’re a lifestyle brand because of its AR/VR shopping features.
Verified business profiles with a catalog can add a Shop tab to their Public Profile. This lets users discover, browse, and buy products directly in the app.
You can upload catalogs manually or connect a data feed to keep inventory updated in real-time.
Features
- Virtually try-on products: Interactive AR try-on experiences let users see how products look before buying. Best for products like eyewear, cosmetic products, etc.
- Shoppable Ads: Dynamic Ads and Collection Ads to showcase products and drive purchases.
- Catalog-powered shopping: Allows businesses to display their inventory in real-time so users don’t have to leave the app.
Advantages of selling on Snapchat
- Extremely high user engagement: The average user opens Snapchat at least 40 times a day.
- Direct access to younger demographics: 75% of the people on Snapchat are millennial and Gen Z shoppers.
- AR/VR: This improves user experience and gives shoppers a better sense of your product features.
Cons of selling on Snapchat
- Snapchat's user base is smaller than other social platforms
- Setting up and managing AR try-ons requires additional resources
- Storefront is not as sophisticated as Meta’s apps or TikTok
Pro tips
- Use AR try-ons to reduce purchase hesitation. The more interactive your shopping experience, the better.
- Use Shoppable Ads to target high-intent buyers.
- Keep your catalog updated to reflect the latest inventory and promotions.
- As Snapchat’s audience skews younger, focus on trendy, visually appealing content that resonates with Gen Z and millennials.
Pinterest may not have in-app checkout like other social commerce platforms, but it’s still a great option for social selling.
It’s especially a nice fit if your audience is looking for inspiration before purchasing.
Selling on Pinterest involves creating product pins with rich, clickable details.
Product Rich Pins automatically sync current details directly to your Pin to update pricing and availability instantly.
We also love how Pinterest rewards top-performing products. Items with high sales across multiple merchants get a ‘Best Seller’ badge, while those with the most clicks in a category earn a ‘Popular’ badge.
When users find a Product Pin, tapping it takes them directly to the seller’s website, where they can complete the purchase. This makes Pinterest ideal for brands that want to boost product discovery while keeping transactions on their own site.
Arranging your pins into relevant boards can help create a storefront-like experience for your audience. We like how Patagonia has arranged its Pinterest homepage:
Features
- Product Pins: Upload your catalog and tag products in Pins so users can explore and buy.
- Direct website traffic: Unlike Facebook or Instagram, purchases happen on your site, not within Pinterest.
- Visual search: Users can search for products using images, which makes it easier to get discovered.
- Pinterest Ads: Promote your products with Shopping Ads to reach more potential buyers.
Advantages of selling on Pinterest
- High purchase intent: People use Pinterest to find ideas and plan purchases, so they’re already in a buying mindset.
- More control over selling: Unlike some platforms that keep shoppers inside their ecosystem, Pinterest sends buyers directly to your store.
- Pins have a long lifespan: Compared to social media posts, Pins are more relevant for longer, and this gives your products better ongoing visibility.
- Completely free: Pinterest doesn’t charge you a commission on products sold through their platform.
Cons of selling on Pinterest
- Users must leave Pinterest to complete a purchase. We know that a longer buying process can cause shoppers to abandon products.
- Works well for fashion, home decor, beauty, and DIY brands but may not suit all industries.
- A lot more competition
Pro tips
- Pinterest is a visual platform, so use standout images to increase engagement.
- Use relevant keywords in your Pin descriptions to improve discoverability
- Pin regularly to remain top-of-mind in shoppers
- Organize your product-tagged pins into themed boards
YouTube
With YouTube's shopping features, inspiration can become a purchase in just a few clicks.
How exactly?
Eligible creators can connect their stores, such as a Shopify store, to their YouTube channels and start selling.
After setup, a Store tab will appear to a Channel’s profile next to other tabs like the Home, Videos, and Shorts tab.
Clicking on the Store tab gives your audience a dedicated space to explore your products.
You can also display items under specific videos or feature them in livestreams for a more interactive shopping experience.
But you’ll also have a Store tab on your channel’s profile— like below:
Not every channel can house the Store tab. To set up a YouTube Store, your channel must meet specific criteria:
- Your channel is part of the YouTube Partner Program
- You meet the required subscriber count for YPP or have an Official Artist Channel
- Your channel isn’t marked as ‘Made for Kids,’ and most of your videos aren’t set as such
- You haven’t received any Community Guideline strikes for hate speech
Features
- Ability to have more than one store: YouTube allows creators to connect multiple stores to their channels.
- Direct tagging: Add product overlays to videos and shorts that popup detailed information when clicked.
- Livestream shopping: Pin products during a live stream so users can shop in real-time without leaving the stream. You can feature up to 30 products per stream.
- Customizable product display: Arrange products based on price, popularity, or inventory levels.
Advantages of setting up YouTube Store
- Built-in analytics: Get insights on sales and engagement through YouTube Studio
- Automated Product Shelf: If you don’t manually tag products, YouTube automatically pulls popular items from your store and displays them under videos.
- Multiple product displays: Show products under videos, in live streams, and on your channel’s Store tab.
- Versatile: YouTube is one social commerce platform that can work for any brand regardless of product or audience demographics.
Cons of selling on YouTube
- Not all creators can access YouTube Shopping due to program requirements
- Unlike TikTok or Instagram, YouTube’s shopping features rely more on intent-based views rather than impulse buying
- Success depends on how well you integrate shopping into your videos and live streams
Pro tips
- Create authentic, product-focused content
- Use live streams to demonstrate products in real-time
- Keep product selections relevant to your content
- Engage with audience comments and questions about products
How can Cropink help you make the most of these social commerce platforms?
1. Automate and enhance your product listings
Cropink automatically syncs your product feed, so your latest prices, stock levels, and descriptions appear correctly on Facebook Shops, Instagram Shopping, and Pinterest Product Pins without extra manual work.
You actually get the first 100 products free. Try Cropink out for free.
2. Create eye-catching social commerce ads
Cropink provides dynamic ad templates to help businesses create high-performing product ads for TikTok, Instagram, and Snapchat.
These templates adjust automatically based on product feed data. It’s an affordable, hassle-free way to maintain brand consistency.
You can test some of Cropink’s templates for free. We have templates for various industries so you’ll definitely find a template you like.
3. Campaign management
Cropink makes it easy to schedule and manage campaigns across multiple social commerce platforms.
Use rule-based systems to control your catalog, tailor product visibility to different audiences, and update campaigns automatically as your product data changes.
FAQs
What are social commerce platforms?
Social commerce platforms are social media channels that integrate direct commerce functionality within their apps or websites.
Unlike traditional social media marketing, where sellers post products with external links, these platforms allow sellers to sell directly through the social platform itself.
Product discovery, customer support, and checkout, in some cases, happen within the social media ecosystem.
What is the most popular social commerce platform?
Facebook is the leading social commerce platform. Selling on Facebook gives you access to a potential 3 billion monthly active consumers open to buying from you.
What is a common feature of social commerce platforms?
These are the features to look out for:
- Product tagging in posts, videos, and stories
- In-app or near-app purchasing capabilities
- Ability to create a digital storefront within the social platform
- Product displays directly on user profiles
- Integration with existing e-commerce platforms
- Analytics and insights for sellers
Wrapping up
We can’t tell you which of these social commerce platforms will work best for your business. But we can tell you that most successful sellers adopt an omnichannel marketing and selling strategy.
If you’re unsure of which platforms to start with, try this:
- Figure out your target audience demographics
- Then, use that to find out where they hang out most
- Start a shop in 1-2 platforms and then diversify once you have a clear idea of what works.
Either way, you’ll need a tool like Cropink to simplify product feed management and ad creation.
Contact us today to see how we can make social commerce easier for you.
Sources
- Statista. Social Commerce
- TikTok Shop. Seller Center
- Omnicore Agency.Quick Snapchat Statistics
Damaris is a Digital Marketing Specialist who writes about digital marketing and performance marketing. At Cropink, she creates data-driven content to help businesses run better ad campaigns for better performance and ROI.
Leszek is the Digital Growth Manager at Feedink & Cropink, specializing in organic growth for eCommerce and SaaS companies. His background includes roles at Poland's largest accommodation portal and FT1000 companies, with his work featured in Forbes, Inc., Business Insider, Fast Company, Entrepreneur, BBC, and TechRepublic.
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