Social commerce such as integrated  shopping capabilities, hyper-targeted advertising, and live shopping events continue to gain popularity and will continue to shape the social commerce landscape.

Social commerce is already a significant force, blurring the lines between social media and e-commerce. Platforms like Instagram and TikTok have integrated shopping features, allowing users to discover and purchase products without leaving the app. This seamless integration is driving growth in social commerce sales, with projections estimating the US market to exceed $100 billion by 2025. The in-app checkout functionality, like Instagram Checkout, reduces friction in the buying process, which is a key driver of higher conversion rates.

AI-driven personalization and sophisticated algorithms are already playing a significant role in social commerce. These technologies analyze user behavior and preferences to deliver highly personalized shopping recommendations and tailored marketing strategies. eMarketer’s forecast predicts that 17.9% of US adults’ digital media time will be spent on social platforms in 2025, highlighting the massive audience available for targeted advertising efforts.

Live shopping is already a prominent and effective feature within social commerce. Platforms like TikTok and Instagram host live shopping events, enabling brands to showcase products, interact with viewers in real-time, and offer exclusive deals. This interactive format creates a sense of urgency and community, leading to higher engagement and driving impulse buys.  Live shopping not only increases sales but also allows for direct customer engagement and real-time feedback.