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Social Commerce on the Rise: How Brands Sell Through Social Media

By January 14, 2025No Comments

Social commerce—the integration of shopping into social media platforms—is transforming how consumers shop and how brands sell. For businesses considering its potential, the numbers speak volumes. Social commerce is projected to reach $1.2 trillion globally in 2025, according to Accenture. This represents an opportunity brands can’t afford to miss.

Durée & Company helps businesses navigate this evolving trend with innovative social media strategies that deliver measurable results. Here’s how social commerce works and some best practices for effectively leveraging its potential.

The Rise of Social Commerce in 2025

Brands not selling via social media are leaving significant revenue on the table. Additionally, competitors already embracing these platforms are gaining an edge. Research from Sprout Social shows that 71% of consumers discover new products on social media, underscoring its role in purchase journeys.

Instagram and TikTok lead the way with advanced shoppable features, while platforms like Pinterest, Facebook, and YouTube also provide robust eCommerce opportunities, according to Orienteed. The key for brands is to adopt platform-specific strategies that meet their audiences where they are.

Why Social Commerce Works

Social commerce is a game-changer for businesses. Here’s why:

  1. It Reaches New Audiences
    Shifting to social commerce requires understanding how each platform’s algorithms and features work. For example, TikTok Shop’s algorithm differs from its main feed, requiring tailored strategies. Partnering with influencers can also amplify reach, as they introduce captivated audiences to products. According to AdExchanger, influencer partnerships provide authenticity and credibility, two essential elements for successful campaigns.
  2. It Simplifies the Shopping Experience
    Modern consumers value convenience. Platforms offering in-app purchases remove friction from the buying process, increasing conversion rates. When a consumer sees a beauty product recommended by an influencer, they want the ability to “add to cart” immediately.
  3. It Engages Customers Where They Spend Time
    Data from Statista reveals that internet users spent an average of 143 minutes daily on social media in 2024. That’s nearly two and a half hours of potential brand engagement each day.

How Brands Can Leverage Social Commerce

Social selling generates 45% more opportunities than traditional sales methods, according to OptinMonster. Here are some strategies to drive success:

  • Create Buzz: Use interactive polls, live shopping events, and time-sensitive exclusive offers.
  • Make Posts Shoppable: Ensure every post featuring a product includes direct purchasing options and relevant reviews.
  • Partner with Influencers: Collaborate with individuals whose audiences align with the brand’s target demographic.
  • Invest in Paid Promotions: Platforms like TikTok Shop prioritize paid posts, as highlighted by AdExchanger.
  • Adopt Innovative Tools: Incorporate AI chatbots and predictive analytics to streamline eCommerce efforts.
  • Experiment with Augmented Reality (AR): RetailDive reports that 92% of Gen Z consumers would use AR tools for shopping, making it an invaluable addition to the sales funnel.

Durée & Company integrates advanced tools like AR into campaigns, enhancing client offerings and improving the customer experience.

Social Commerce Pitfalls to Avoid

Social commerce, while promising, comes with challenges. Here are common mistakes to sidestep:

  • Over-Promotion: Mix promotional content with posts that educate, entertain, or inspire to maintain audience interest.
  • Inconsistent Branding: Maintain cohesive voice, imagery, and messaging across all platforms.
  • Unclear Calls-to-Action (CTAs): Be direct. Examples include “Click to buy” or “Add to cart.”
  • Low-Quality Content: Use high-quality visuals and sound for product images and videos.
  • Ignoring Feedback: Monitor comments and analytics to adapt strategies as needed. Durée & Company leverages data insights to refine campaigns for maximum impact.

Elevating Social Commerce with Durée & Company

Social commerce is revolutionizing the way brands connect with consumers, enabling seamless and impactful sales strategies. To effectively transform a brand’s social media presence into a revenue stream, campaigns must be executed with precision. Durée & Company specializes in creating results-driven campaigns that maximize ROI using social commerce tools.

Contact Durée & Company today to learn how our expertise can elevate your brand’s social commerce strategy.

About Durée & Company, Inc.

Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI), The Cannabis Marketing Association and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, X, YouTube and LinkedIn at @DureeCoPR.

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Five Things That Need to be in Your Resume or Cover Letter

To paraphrase Jerry Maguire, help us help you. As we sift through the paperwork, here’s what we are looking for:

1. What you love to do and why.

In PR, you may love writing, editing, interviewing, pitching the media, researching, coordinating events, networking, posting to social media … whew! While we would love it if you had a passion for it all, we’d never believe you if you said as much.

What part of this zany, crazy, whirlwind, yet meticulous, tedious, detail-oriented, profession calls to you and why? Help us make the connection as to how PR is really for you, and call it your Professional Summary.

2. Something you did that changed something or someone else.

If you never showed up to your last job, what wouldn’t have happened? That’s right. Erase yourself. Now which clients disappeared with you? Which articles just fade away? What press releases cease to exist? How much social media did NOT get liked?

We are just meeting you. So take a moment to spell out your impact, and it will be easier for us to see what you can do for the clients of Durée & Company. Share this under your Job Responsibilities.

3. Anything you created.

Feeling humble? Well, stop it. This is the part where you brag. If you craft a delightful blog, master a mind-blowing website, shoot crazy video or direct wonderful events, show us.

Then tell us a bit of how you did it, so we trust that it was your brilliance and not the intern’s. Let’s dub this Your Portfolio.

4. An indication of why you belong here.

At PR firm Durée & Company, we have a culture. Really, all companies do. To learn about ours, do some legwork. At this point, if you’re on our blog, you are in the right spot to begin learning. Hate pink? Not good with women? Live in Kansas? Low energy? Then you might want to reconsider applying. However, if we resemble a group that you’d like to hang out with, share why. You can do that in the Cover Letter.

5. Correctly spelled words – all of them.

Do more than hit spell check. Know how to spell or ask someone to proofread. Correctly spelled words work everywhere, all the time. Consider them the Little Black Dresses of resumes.

So consider these five tips – we’ve just given you a “cheat sheet” about what we’re watching out for. Even if our position may not be for you, feel free to use our advice for another – it may just get you the job!