Whatever you have planned for your business in 2025, you need to think about social media too. If online commerce will keep growing, social commerce looks set to explode. Commerce on social media will grow 3 times faster than "traditional" online commerce. So if being present on social media for visibility was already essential, it will now also be essential for selling more.
Check out our complete 2025 Trends Report and discover how to turn your data into high-impact business decisions.
Commerce on social media brings many innovations that make consumption easier and more accessible for everyone. But there is a big difference between liking your favourite brands on Instagram and completing a purchase through their TikTok profile. There is still another significant gap between these two uses of social media.
This is still largely unexplored territory. How purchase processes work and are analysed through social media is still a mystery to many, but 2025 could be the year to shed some light on it. The opportunity it presents is well worth it.
Sometimes the future arrives in the present and we experience a technological and commercial revolution first-hand. And that is precisely what is happening with commerce on social media. Digital platforms have bet on this direct sales option and businesses are taking advantage of the opportunity.
In addition to accelerated growth (triple — not bad) compared to other digital channels, social commerce represents a revolution in many aspects that are key to the success of any digital business:
Direct access to consumers in their own environment – Users no longer need to seek out businesses and complete their purchases through the businesses' own channels. Now it is enough to be present on the right platform with the right offer and message to sell more. Simple, direct and without intermediaries.
Fewer frictions in the purchase process – Nobody likes purchase processes that never seem to end. Well, with social commerce they will become a thing of the past. Users do not even have to leave the platform they are on to complete a purchase. Fewer steps, fewer headaches.
Security and guarantee from established platforms – Users are increasingly aware of the risks of the digital world and trust platforms that have earned their confidence. This is perfect for your business: you can sell from platforms that offer greater security and generate peace of mind for your target audience.
In short, social commerce is an evolution of the social media advances we have seen in recent years. If until now they functioned as a loudspeaker for your business, they are now a direct springboard for selling more. Straight into the pool.
Optimising your funnel through social media requires a holistic view of this channel: from the type of content you create, to the way you design the payment page or the catalogue.
First and most importantly: decide where you want to be present. And for that, it is essential to know your users well, the characteristics of the service or product you offer and the options available on each platform.
Choosing between TikTok, Instagram, Facebook Shops or others is a question of two factors: understanding your users well and analysing which channels are generating the most traffic and benefits for your business.
The right platform for your business should be the one where your users feel comfortable and which, so far, has proven to be relevant and useful for your business. To decide, make sure to review key metrics and the ROI of your previous social media campaign actions. The platform that has performed best up to now is probably the one you are looking for.
We know that you have probably already optimised your purchase process on your website to increase conversions in that channel. And we know it is probably the best option for your business. But now you have to adapt to the reality of social commerce.
This means you will need to rethink your conversion funnel design and adapt it to the nature of each platform. In other words, your product page, the steps to follow and payment methods will need to match the options available on each social network.
It is important to find a balance between your needs and the nature of each channel. The idea is to facilitate sales on that channel without sacrificing the essence of your business. Your goal should be to reduce frictions and increase conversions.
Here lies the biggest challenge for any business: integrating a new sales platform into your overall strategy. With a new platform on the table, you will need to properly synchronise sales with your digital business and ensure correct attribution to each channel.
In general, all channels have support to help you configure a good integration with your ecommerce or digital business. The idea is that you can clearly see which channel achieves which sales so you can better optimise your resources and organise your operations more effectively.
Often the challenge will be ensuring you have a quality analytics option for each channel. In other words: having real visibility into the results you obtain in social commerce and being able to compare it with the rest of your channels.
Another advantage of social commerce is that the algorithm of each platform will save you part of the work: it is the platforms themselves that will take care of showing relevant content to each segment. But that does not mean you do not have to adapt the content you generate.
Part of your work will involve adapting the way you communicate and promote your products or services to the codes of each platform. Depending on the context, the way you design your product page or reviews will significantly affect results.
It will also be important to face the usual barriers to anything new. We all know that social commerce is recent and many users will have reservations. In addition to messages that convey security, how about a small discount to finally convince them?
As with any innovation, it is time to learn through trial and error. And nothing better than a good A/B test for learning about this new sales channel. For that reason, we recommend planning a testing strategy in advance to progressively validate each element you want to implement.
Design variations, buttons, content formats, discounts… When designing a completely new purchase process adapted to each channel, there will be many aspects to validate. So make sure you have clear key metrics to decide what works and what does not.
Every innovation involves a clear risk: not obtaining the expected results. But that is fine. Along the way, you always learn something and gain ideas and results that help you improve your business.
To make sure social commerce is the right option for you, you must correctly measure that the ROI is real. And for that, nothing like clear KPIs to stick to: choose the metrics that will define success and use them as benchmarks to guide your improvements in each channel.
Making the leap to commerce on social media can be the great opportunity for your online business. If you are able to take advantage of its growth rate, this 2025 can represent a very significant boost for your online sales.
Social commerce is just one of the trends we have included in our report on the new year. We believe that for your business to be ready for the challenges ahead, it needs to rely on its data and a solid digital strategy.
At Boost we are here to help you increase your online sales through a strategic use of your data. So what better way to kick off the year than by starting to design your social commerce strategy based 100% on data? Write to us!
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