Social Commerce trends to watch

Social platforms aren’t just for promotion; they’re powerful sales engines. Over the past few years, the line between social media and online shopping has pretty much disappeared and now we’re seeing it take centre stage.

It’s estimated that social commerce will make up over 17% of all online sales this year, which says a lot about how fast things are moving.

From TikTok hauls to Instagram storefronts, this shift is reshaping how brands connect with their audience, making shopping more social, more seamless, and way more fun. As we progress through 2025, several key trends are shaping this new era of shopping. Here are the biggest shifts redefining social commerce right now. 

 

Shop the Scroll: Turning Content into Commerce

In 2025, nearly every piece of content has the potential to become a storefront. Shoppable posts, once limited to static product tags, have now expanded across formats, from Reels to Stories to livestreams. TikTok, Instagram, and Pinterest have made it easier than ever to embed product links directly into content, allowing users to tap, browse, and buy without ever leaving the app. This trend shortens the purchase journey to just a few seconds, turning casual scrolling into spontaneous shopping. 

Shop in Real Time: How Livestreams Are Selling Out Products

Live commerce has become a game changer for retailers; it combines interaction with shopping to drive stronger connections between brands and their consumers. On TikTok especially, livestream shopping has become a powerful tool—turning product launches into social events filled with real-time engagement, limited-time offers, and influencer-driven hype. It’s not just about selling products anymore; it’s about creating an experience that feels exciting, exclusive, and shareable.

User-generated content (UGC) is becoming the backbone of social commerce in 2025

From unboxings and try-on hauls to product reviews and “get ready with me” videos, real content from real people is driving trust and conversions. Consumers are no longer just watching influencers; they’re becoming influencers themselves, turning everyday moments into authentic, shoppable experiences. Brands are tapping into this shift by encouraging their communities to create, tag, and share. In this new era, UGC isn’t just content it’s commerce. 

AI-Powered Personal Shopping Assistants

With the rise of AI powered technology and digital commerce, companies have replaced the role of humans, offering high-end personal shopping experiences with AI-Powered personal shopping assistants. Think of it as your own digital stylist, recommending products based on your preferences, previous purchases and current trends. This is resulting in an overall faster, smarter and more tailored shopping journey that feels effortless and intuitive. 

UGC-Led Discovery: UGC is now a leading social commerce trend, shaping buying decisions and building trust for brands in a way that traditional ads can’t. Shoppers are increasingly looking for real people for reviews and recommendations. UGC provides a genuine insight to user's thoughts and feelings towards a product, whether that’s through try on hauls, unboxing videos, live streams or product reviews, UGC offers a window into real experiences. This kind of content not only boosts credibility but also creates a sense of community and relatability. By showcasing genuine reactions and real results, UGC adds authenticity to a brand’s story and that’s exactly what today’s social consumers are looking for. 

What does this mean for brands? 

The rise of social commerce presents both a major opportunity and a new challenge for brands. To stay competitive, brands need to meet their audience where they scroll. That means creating content that’s not just visually appealing, but also interactive and instantly actionable, making the buying process as seamless as the scroll itself. It also means building relationships with creators, encouraging community participation, and leaning into real time engagement. In 2025, social media isn’t just where brand stories are told, it’s where they’re sold.