Social Commerce 2.0: Key Trends and Insights for 2025

In 2025, social commerce predictions 2.0 changes the game. It combines live chats, live streaming, and in-app purchasing for an engaging, experiential shopping journey!

Brands are leveraging reels, shoppable links within posts, and DMs to facilitate purchases with fewer clicks. In the U.S., shoppers will view authentic reviews and immediate promotions from nearby retailers.

Each of these developments inspires greater confidence on the part of buyers, simplifies decision-making and converts the endless nature of scrolling into impulse purchases. The upcoming sections take a deeper look at each of these trends.

What is Social Commerce, Really?

Social commerce refers to the ability to shop and buy directly on social media platforms. It’s a cross between social media and an online shop. People can discover, browse, and purchase products without ever leaving platforms such as Instagram, TikTok, or Facebook!

With more than 5 billion people using social media globally, this is a massive arena. It’s no surprise that big brands and small shops alike are jumping into these channels to reach shoppers. Approximately one-third of consumers learn about new products or brands this way.

Video and live streams have taken over, allowing shoppers to view products in real-time and interact with them through their questions. Influencers really are the key to bringing these moments to life, sharing authentic first impressions and everyday usage.

What makes social commerce unique is the ability for users to engage in more direct communication with brands. Consumers can consume more authentic content through BTS videos and receive personalized customer service.

2025: How Social Shopping Evolves

The current state of social commerce in the US is rapidly evolving the landscape of how Americans shop. The line between social media shopping and e-commerce is increasingly blurred, especially for Gen Zers, who are much more likely to discover new brands and products on their favorite social media platforms than through an in-person mall experience. As the social commerce trend continues, it is projected that social commerce sales might surpass $1 trillion by 2028, marking a significant shift in consumer behavior.

This change is not just about pace; it’s completely transforming how consumers learn about, trust, and make social commerce purchases. Now, traditional shopping—whether virtual or in-store—must contend with the fierce competition brought on by immersive in-app experiences and tech-driven tools. These innovations are making social media commerce quicker, more seamless, and highly customized, catering to the needs of social shoppers like never before.

Below, we break down the top social commerce strategies and tools that are facilitating this shift. Understanding these social commerce trends is essential for both shoppers and brands, as they navigate this new digital marketplace that is reshaping the shopping experience.

1. AI: Your Hyper-Personal Shopper

From the pandemic to now, AI has become the heart of social shopping. In 2025, product recommendations driven by AI are much more sophisticated than “you may like” messages. All major platforms deploy machine learning to analyze shopping patterns, preferences, engagements, and even the hour of day a user scrolls through their feed.

The end product is a shopping feed that seems curated to the individual. For instance, if a user regularly thumbs up posts about hiking equipment, the AI remembers. Next, it’ll recommend them some new boots, nearby gear stores, or even invitations to upcoming hiking meet-ups!

Brands and retailers utilize these insights to inform creative, advertising and their overall marketing efforts. Rather than running generic ads, they create posts and deals targeted at customers segments most likely to convert. This hyper-personalization creates a deeper level of connection, as consumers begin to feel more recognized and understood.

AI tools are invaluable for brands to identify what’s hot and what’s not in their product line-up. They teach brands how to talk to their audiences authentically.

2. AR/VR: Immersive Try-Before-You-Buy

Augmented reality (AR) and virtual reality (VR) have progressed from technology demonstrations to practical applications. In 2025, shoppers will be able to “try on” a pair of sunglasses. Or, they can try a couch in their living room, or how a shade of lipstick will look—all from their mobile device!

These features aren’t just gimmicky bells and whistles. They take away uncertainty and increase consumer trust. Take for instance how Instagram and Snapchat allow users to place shoes or apparel overlaid on top of their own likeness.

Home goods brands, like IKEA and Wayfair, have adopted AR technology to allow shoppers to virtually set down chairs or rugs into their physical space. Gamified AR challenges, such as digital scavenger hunts, are the fun and addictive experiences that encourage shoppers to return repeatedly.

Brands that adopt these tools will be able to cut through the noise in an increasingly competitive environment. This strategy provides customers with additional incentives to engage and purchase.

3. Checkout: Frictionless In-App Buys

Purchasing products through social media in 2025 isn’t as complicated as it was in the early days. Today, nearly all social platforms have adopted one-click checkout, allowing users to make a purchase without ever leaving the app. This frictionless experience reduces abandoned cart sales, since consumers aren’t jumping between platforms and checkout pages.

Secure in-app payment gateways—such as Apple Pay, Google Pay, and direct credit card entry—create a transaction that’s not only speedy, but secure. Faster checkout translates into less cart abandonment. Users can simply tap “buy,” have their details confirmed and receive a receipt in a matter of seconds.

For retailers, this translates to higher conversion rates. Happier customers won’t abandon a purchase out of confusion and anger!

4. Live Shopping: Engaging & Interactive

Today, live shopping is the headliner in the social commerce industry. During these events, brands leverage social media shopping to showcase products, engage with viewers, answer questions, and provide exclusive offers. A two-hour live event on TikTok can now bring in more sales than a flagship store does in a week. 

What increases interest and conversions? Shoppers attend these events for the combination of entertainment, exclusives, and the opportunity to engage with hosts or influencers. Product Q&A sessions allow viewers to inquire about fit, feel, or function.

Limited-time flash deals and product giveaways help hold viewers’ attention to each stream. This format is particularly effective for beauty, tech and fashion brands. Buyers need to see a product in action before they purchase!

5. Influencers: Authenticity is Key

Influencers are the new trusted guides. Influencers have established themselves as savvy, trusted guides for today’s shoppers—particularly Gen Z. In 2025, consumers look to authentic reviews and endorsements, not curated advertisements.

Brands have shifted towards seeking influencers that align with their brand values and target audience, aiming for long-term partnerships instead of short-term, one-off posts. This level of transparency goes a long way in building trust and a sense of community.

Shoppers are looking for influencers to post authentic reviews, featuring the good and the bad of a product. This sort of no-nonsense honesty promotes greater trust and, in many cases, greater conversion. Influencer marketing is on the rise.

Consider this: more than one-third of shoppers today report that they found new products or brands from influencers on social media.

6. Privacy & Trust: The New Currency

Privacy & Trust ∙ The New Currency. Trust has become the new currency, as critical as price or speed. By 2024, more than five billion people worldwide will use social media — a figure that’s increasing by double digits annually. Therefore, privacy issues are the hot topic du jour.

Social platforms need to develop transparency, demonstrate responsible data usage, and abide by stringent regulations such as the GDPR or similar equivalents in the US. Brands that take the time to clarify how they have used shopper data and how their data is being kept safe will win.

Many shoppers are willing to share some info if they know how it will be used, but they want to stay in control. Brands that take the time to educate users on privacy, while providing transparency and evidence of their safe practices, will earn long-term loyalty.

7. Content: Unique Value Wins

Content is still king, but now it needs to be useful and unique. Customers need to envision how products will work for them — whether that’s via tutorials, behind-the-scenes stories or UGC from everyday users. Brands that leverage storytelling, user-generated content, and even “day in the life” videos resonate more with modern buyers.

That’s why in 2023, 83% of shoppers turned to Instagram to find new products. Out of those, nearly three quarters looked at reviews or user photos prior to buying. Brands are playing an active role in this by encouraging customers to post their own experiences.

This strategy not only creates brand trust, but it gives shoppers a transparent, authentic glimpse into what they’re purchasing.

Why Your Brand Must Adapt Now

Social commerce in 2025 These days, the future arrives a lot quicker than it used to. It has become a primary channel for consumers to shop, most notably in the U.S. Brands that seek to stay one step ahead must adapt to meet buyers where they’re most active—social media.

It’s no secret that the world is home to more than five billion social users. Additionally, 82% of U.S. Consumers are going on social platforms to research products, indicating a definitive change. In fact, the social commerce market is expected to exceed $90 billion in sales this year. All this growth has rendered the space too important to ignore!

Tap into Huge U.S. Audiences

Social commerce provides arguably the most direct routes to huge, diverse U.S. Audiences. Globally, 57% of internet users, 60% of Gen Z shoppers find new products on these platforms. This more granular view of audiences enables brands to better target and reach buyers.

Platforms such as Instagram and TikTok allow brands to implement highly targeted ads, penetrate specialized communities, and employ current intelligence. Brands that have deep analytics capabilities can identify exactly what buyers are looking for and proactively change their marketing strategies without throwing darts.

Build Deeper Customer Loyalty

On social, brands have a unique opportunity to create deeper, more meaningful connections. From personalized shopping experiences and interactive polls to live Q&A sessions, everything makes customers feel like they’re being seen and heard.

By creating members-only offers for repeat buyers or incentivizing customers who submit product feedback, brands foster customer loyalty. Social proof, such as user generated content and customer reviews, are critical to building consumer trust and inspiring repeat shopping.

Amplify Your Brand's Voice

Twitter, Instagram, TikTok and beyond allow brands to weave their values into the fabric of everyday life. Brands can create these trends and encourage users to participate using a unique hashtag or by running a contest.

Influencer partners—trusted by 82% of shoppers—allow brands to connect with diverse audiences and add authority to their message.

Hotbeds of 2025 Social Selling

Social commerce is the fastest-growing channel in the US. The number of buyers is soaring from 96 million to more than 104 million from 2023 to 2025!

With shoppers now spending more than three hours a day on their phones, social platforms are the new storefronts. Platforms like TikTok, Instagram, and Pinterest are unique in that they’re incorporating shopping tools into the content you see when you scroll.

TikTok: Viral Trends Drive Sales

TikTok leads social selling with content that spreads fast. This is why brands have started converting popular TikTok dances, sounds, and memes into ad campaigns.

Hashtag challenges and UGC (user-generated content) organically drive products to the feeds of millions. The app’s algorithm shows new items to users who are most likely to care, helping even small brands get seen.

Through live shopping and in-app stores, TikTok is projected to have nearly 49 million US users by 2025. When it comes to making major purchases, younger buyers still prefer established retailers to in-app checkouts.

Instagram: Visuals Convert to Buys

Instagram continues to hold the lead by mixing stunning imagery with purchasing power. Shoppable posts and shoppable stories allow users to make purchases directly from their Instagram feed.

Brands are definitely using influencers to show off products in real time. This strategy allows your followers to get an inside peek and a fast track to purchase!

Instagram’s mix of live shopping, product tags, and DMs as a customer service channel aligns perfectly with the needs of US shoppers on-the-go.

Pinterest: Inspiration to Purchase Path

Pinterest serves as an effective digital mood board, inspiring users with ideas that ultimately lead to a purchase. Brands create drool-worthy pins that lead directly to product pages.

By tracking which searches are gaining interest, merchants can customize their inventory to fulfill emerging needs. Pinterest’s unique platform works for shoppers looking for inspiration first, then obvious routes to purchase.

Navigating 2025's Social Hurdles

Social commerce is evolving at a rapid pace. In 2025, social retail sales will exceed $100 billion. This just goes to show that an increasing number of consumers are shopping and finding new brands all without having to step away from their most used apps!

While this change presents enormous opportunities for brands, it introduces unique challenges. Now brands are forced to play a game of constantly changing rules, with demands for immediate results and a need to prioritize privacy without losing personalization. Choosing the right social platform and utilizing it effectively has become the new imperative for driving sales and establishing credibility.

Shifting Platform Rules & APIs

As anyone who works with Instagram or TikTok knows, these platforms frequently change their policies and functionality. An API or algorithm alteration has drastic repercussions for the visibility of posts and the tools available to brands.

Brands are going to require teams that closely monitor these changes and adapt their marketing on the fly. Brands that were quick to adapt when Instagram eliminated traditional links in Stories were able to maintain healthy sales in the wake of the change, for instance.

Beyond that, it can be incredibly useful to pay attention to what everyone else in your space is doing. If a competitor figures out a better way to leverage a platform’s new shopping feature, being on your toes helps you to adapt and react.

Meeting Demands for Immediacy

Today’s customers have a high expectation for immediacy. Gen Z and Millennials especially have little patience for slow responses and cumbersome checkout processes.

It’s no wonder—two in five consumers have already bought items suggested by influencers. What’s more, one in three shoppers find new brands on social media.

As mobile cart abandonment soars to 86%, convenience is key to driving sales and keeping consumers happy. Real-time support and AI-powered chatbots can respond to inquiries instantly. Automation tools help restaurants process more orders faster and reduce customer wait times in the process.

Balancing Personalization & Privacy

Consumers enjoy shopping experiences that are tailored to them—but they’re concerned with privacy. In turn, brands need to be transparent about their data usage and protection through robust technology.

This not only builds trust, but it helps retain happy customers. Convenient communication and speedy, safe transactions are the new normal—not a luxury.

Conclusion

The experience of social shopping is suddenly quick, simple, and authentic. American consumers expect brands to meet them where they scroll. They don’t simply desire products; they want brands to interact and extend a support finger. Shoppable short-form videos are selling out sneakers, live-streaming Q&A is flying off skin care, and consumers are clamoring for one-click checkout experiences that deliver. Brands that focus on what shoppers really want—short-form advice, direct value propositions, fast customer service—make an impression. With new tools being released every month, the stores that are focused and agile are the ones that hook people and bring them back. You won’t have to wonder about what’s working and what’s not. See what buyers are doing, learning, and test it out. Our greatest victories can be achieved by staying focused, transparent, and playful. Looking to keep ahead of the curve. Get started and experiment to see what works for your audience.