Top Social Media Platforms Shaping the Future of E-commerce via Shoppable Content

Social Media Marketing

The marvels of modern technology hold no bounds for what customers can do at a touch of a button, a phenomenon that is motivating brands to continuously amplify marketing tactics and keep their brand top of mind.

Today’s shopper buying preferences are constantly evolving, along with technology advancements. Customers in the digital age live, play, and shop online. They can access almost anything they can think of in today’s digital age and no longer have to make the dreadful trip to the store to make a purchase. The digital era has fundamentally shifted how people buy and engage with their preferred and prospective brands. This is giving rise to the latest and growing e-commerce trend that is creating opportunities for brands to drive valuable returns.

Introducing: Shoppable Content.

What is Shoppable Content?

Integrating social content with e-commerce has played an essential role in giving rise to new-age shopping habits. This enables customers to buy products and ss at their fingertips. Brands are taking note and changing how they engage with customers to facilitate online sales. How? By promoting shoerviceppable posts.

According to Mr. Digital Marketing, shoppable posts allow brands to tag specific products in unpaid social media content to redirect potential customers from the social platform to the brand’s website where the tagged products can be purchased.

In this blog, we’ll cover the top social media sites that hold great potential for marketing a brand and driving product discovery.

How to use shoppable content

Source: Your Charisma

Facebook Shops

Facebook has allowed us to stay connected, making it easier to keep in touch regardless of geographical boundaries. In 2020, Facebook launched Facebook Shops, as a way for businesses to set up virtual storefronts, simplifying the transaction process for users to discover, share and buy products without leaving the app. This additional feature is supported by an e-commerce functionality that links the post to the website where the buyer will finish making the purchase. All they must do on their end is add their products to the cart and check out! Geared primarily towards helping small businesses, Facebook has collaborated with popular e-commerce sites, to expand social commerce capabilities, making it possible for brands to reach much bigger, growing markets.

Instagram Shops

According to statistics from Hootsuite, 75% of Instagram users take action after seeing an advertising post on the platform. With such a high engagement rate, Instagram is a clear frontrunner in shoppable posts and stories due to its functionality enabling brands to tag items and creatively add a “Shop Now” call-to-action on a post.

This reduces the number of steps it takes from product discovery to purchasing, ultimately reducing friction points. The social site has taken the promotion of shoppable content up a notch by streamlining the purchase journey. Rather than redirecting users to an external page, users can complete their purchases directly on the app.


Like it? Are you inspired? Pin it! Serving as an image-sharing platform and visual discovery engine, Pinterest is most well-known as the well-loved search engine for all things home décor, fashion, and DIY. According to Pinterest for Business, 93% of active users leverage the app to plan purchases. To streamline the buying process for users, the site has integrated Buyable Pins, a blue price tag indicating that a product on a pin can be purchased. This in-app shopping functionality has the potential to help businesses drive traffic to online stores, increase sales, and reach new customers.

What is shoppable contentSource: Pinterest Newsroom


Relatively new in the social commerce scene, TikTok is rising steadily as the go-to app brands can use to stream commerce and drive sales. This video-sharing social media platform piloted the promotion of shoppable posts in May 2021. Although the social site is yet to launch a native in-app shopping experience, TikTok is fine-tuning ad targeting tools and developing its self-service ad platform to enable brands to cut out the middleman and place ads themselves.

With more than one billion users, TikTok is ideal for brands targeting an exciting market of Gen Z’ers and Millennials. The platform’s unique and unmatched algorithm prowess means accounts with fewer followers can get exposure, making it easier to promote and sell products directly to customers.

In Conclusion

In an ideal digital marketing world, brands should have a presence on multiple social media platforms to accelerate business growth. However, brands can best achieve intended business outcomes when they choose a platform that most closely aligns with their goals and where their target audience exists.

Ways in which customers make purchases are constantly evolving and brands should adopt e-commerce strategies to stay ahead of this wave of change. With a well-executed strategy that blends physical and virtual worlds and offers a best-in-class shopping experience across multiple touchpoints, brands can achieve a positive impact on sales while increasing brand loyalty.

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