The world of marketing is undergoing a substantial shift, especially in the realm of social media marketing. Social media platforms, once merely conduits for brand awareness and engagement, are rapidly evolving into direct sales channels. While direct sales on social media were once limited mostly to multi-level marketing companies and small brands, this is no longer the case.

This transformation is fundamentally altering the traditional marketing funnel and collapsing the distance between discovery and conversion. Welcome to the era of social commerce, where the lines between shopping and socializing are becoming increasingly blurred.

But how can you, as a marketer or business owner, modify your own approach to acclimate to this new marketing and social media landscape? Let’s talk about it. Read on to learn more. 

The Rise of Social Commerce

Social commerce is not a new phenomenon, but its significance has grown exponentially in recent years. The social commerce retail earnings are expected to hit almost eighty billion dollars in 2025. This is the highest that earnings have ever been, and it only seems to be growing from here. This growth is driven by the proliferation of social media platforms, the increasing adoption of mobile devices, and changing consumer behavior.

Platforms like Instagram, TikTok, and Facebook are no longer just social networks; they’re full-fledged shopping destinations. Instagram Shopping, TikTok’s “Shop” tab, and Facebook Marketplace are just a few examples of how social media platforms are facilitating direct sales. These platforms provide businesses with new and exciting opportunities to reach customers directly, build brand awareness, and drive conversions more quickly than ever before. 

Because social commerce is still on the rise, this is the perfect time for brains to jump on the trend while the market is hot. 

The Collapsing Funnel

The traditional marketing funnel is a linear concept that assumes customers progress through distinct stages. Those stages are awareness, consideration, and conversion. However, social commerce is disrupting this model, enabling customers to move seamlessly from discovery to purchase. The funnel is collapsing, and businesses need to adapt.

In social commerce, the path to purchase is often abbreviated. A customer can discover a product on Instagram, click on a tagged product, and complete the purchase without ever leaving the app. This streamlined process reduces friction, increases conversions, and provides a more immersive shopping experience. It allows people to respond quickly to their excitement and interest in a new product so they can order it before it leaves their minds.

While many people are still making purchases the “traditional way,” taking advantage of this quicker route from awareness to a purchase will allow you to increase sales and profits, especially amongst certain demographics like Gen Z who are often making their purchases on social media. 

Designing Compelling “Shoppable” Content

Alright, now that you know what you need to do, how do you actually do it? It’s not as simple as just creating an online shop. If you want people to start buying your products on social media, you need to create high-quality shoppable content. Here are some best practices to keep in mind.

Use High-Quality Visuals

Product showcases, lifestyle shots, and 360-degree views can help customers get a better understanding of your product. You should also include product descriptions, prices, and reviews to build trust and reduce friction. You want them to have as much information as possible without having to click elsewhere so you can get them from awareness to purchase quickly. 

Tag Products

Use platform-specific features like Instagram Shopping or TikTok’s “Shop” tab to tag products and enable seamless purchases. Don’t make potential buyers go looking for where to find your products. While your website should be readily available, they should be able to make the purchase directly in-app. These platforms may charge fees, but the quick sales make it worthwhile. 

Make It Interactive

Utilize features like polls, quizzes, and questions to engage customers and encourage participation. If it makes sense for your product, setting up a live sale via TikTok Live (or similar) will also allow customers to interact. They can ask questions and make their purchases as they watch. You can use a representative from your company or you can leverage influencers to do this for you. This allows you to reach a wider audience. 

Leverage User-Generated Content

Encourage customers to share photos or videos featuring your products, and re-share them on your social media pages. This allows potential future customers to see that “real people” enjoy the products, making your brand more reliable in the public eye. This is also a great time to invest in micro-influencers who many customers perceive as more “real” than major influencers when it comes to brand advertisements. 

Creating Seamless Customer Journeys

To succeed in this new social commerce, businesses need to create seamless customer journeys that lead directly from discovery to conversion. This requires a multifaceted approach, but once you make a few changes, the process should be just as seamless for you as it is for the customer. 

Integrate Social Commerce Into Your Overall Strategy

Make sure that your new venture into social commerce aligns with your broader business goals and objectives. Don’t think of it as a short-term gimmick. Consider it a part of your yearly marketing and sales plan and act accordingly. Many businesses choose not to take social media seriously, and that hurts them in the long run. 

Use Consistent Branding

As always, you should maintain a consistent tone, voice, and visual identity across all social media platforms. This includes your social commerce space and even any live sales you do. If you use a live platform, make sure your sales representative is a good representation of your brand so as not to confuse customers. 

Create a Cohesive Shopping Experience

Do your best to ensure that the shopping experience is seamless, regardless of whether customers are purchasing on your website or within a social media platform. On social media posts, use the integrated sales tools rather than linking elsewhere. When you do link your website, make sure it’s easy to navigate and you use the same language and terminology as you do on social media to make it easier for customers to find what they’re looking for. 

Use the Rise of Social Commerce to Your Advantage

The idea of the collapsing funnel may be scary to old-school business owners and salespeople, but it presents an opportunity to target new audiences and get quicker sales. When customers can see your product for the first time and place their order within seconds, you can profit. 

Don’t miss the social commerce wave. Start adjusting your marketing plan to make this new era of online sales work for you. 

At Payani Media, we aim to help our clients build thriving businesses. From social media marketing to full brand audits, our team of experienced marketing professionals is here to help your business reach its full potential. If you’re ready to take your business to the next level, reach out to learn what we can do for you.