Social commerce is the practice of selling products directly on social media and social networking platforms, turning discovery, engagement, and checkout into a seamless flow. It removes the traditional “click out to a website” approach, which is “inconvenient” to potential customers. Instead, they can browse, ask questions, and buy without ever leaving Instagram, TikTok, Facebook, or whichever platform they already spend time on.
Here’s how it works. It starts when your audience discovers your brand where they hang out. Short videos, tutorials, or creator partnerships spark interest. Think of a cosmetics company, for example, sharing a quick “5-minute glow routine” on TikTok. That’s the first touch. If you notice, the product details remain natively inside the platform. Instead of pushing people to a website product page, the same TikTok video or Instagram post can be tagged with product listings—shade options, price, reviews, and availability. This allows shoppers to ask questions openly. Comments become live FAQs: “Suitable for oily skin?” “Can I combine this with vitamin C?” Every answer is public, which builds trust without needing long explanations.
Checkout happens instantly, all inside the platform, be it on the app or mobile web. One tap to add to cart, one tap to pay. No abandoned carts caused by slow-loading websites. You will also notice that content fuels the loop. Tutorials, customer videos, and user-generated content act as ongoing social proof, making each post a mini storefront.
Imagine a Malaysian cosmetics brand launching a new serum. Instead of directing traffic to a website, they post a short Reels video showing a simple “night-time hydration hack.” The video is tagged with the serum. Viewers tap the tag, read real customer reviews, compare prices, and check out instantly on Instagram. Someone comments, “Is this safe for sensitive skin?” The brand replies within minutes. That comment becomes social proof for the next 5,000 viewers.
No website visit. No funnels. Just discovery → trust → purchase happening in one place.
Social commerce works because it reduces friction and meets buyers where they already are. For SMEs especially, it turns organic content into a direct sales channel without needing heavy ad budgets or complex tech. If your customers spend hours scrolling, your storefront should live there too.
