September 30, 2023

The Benefits and Drawbacks of Social Commerce

social commerce platform

social commerce platform

Within a complete e-commerce strategy, social commerce has arisen over the last year as a form of selling and social media marketing. Skipping the advantages of social media and business would be like banging on the front door of an expanding population of customers ready and prepared to make purchases. 

Most brands take advantage of every customer’s interest in local content by creating their products and services through social media platforms when customers are ready to buy. 

The several benefits help businesses engage on social networks. Customers like this method of buying things online because it satisfies their expectations for ease of use and promptness in transaction processing.

In this blog, the realm of social commerce and its many benefits and drawbacks are outlined in detail for you to explore. 

What Is Social Commerce?

Social commerce is the direct purchase/buying and selling of products and services via social media channels. The term “direct” is significant since the whole buying/selling procedure occurs on the same platform. Customers look for a product and finish purchasing without leaving the app/platform.

Compared to more traditional sales channels, social commerce places the role of social media far lower at the conversion stage. Customers may do everything from first brand awareness through final purchase without ever having to leave the app.

How Does Social Commerce Work?

Popular social platforms such as Facebook, Instagram, Twitter, and Pinterest have particular shopping carts within their apps. Social commerce is a usable option for businesses seeking to open a new digital platform without leaving the site. 

Thus, if you open an app, you can set up your virtual store on your profile so that your followers can buy the items they want through your store. 

These stores can provide various functionalities due to their integration into social media apps. For instance, the platform inherently incorporates features such as liking, commenting, sharing, and reviewing, facilitating the seamless sharing and discussion of items among friends and family.

Social Commerce and E-commerce: What is the difference?

Since both are online, they have little difference from a technical standpoint.

E-commerce is a virtual store wherein customers buy products and services through different apps or websites. While social commerce is a buying process carried out on different social media platforms.

The Benefits of Social Commerce

Many chances and advantages have presented themselves to businesses due to the rise of social commerce. Some of these opportunities and benefits are as follows:

Growing Audience

More than a billion people use Facebook daily, which grows by the hundreds of thousands every hour. Stories on Pinterest, Instagram, and elsewhere are similar. These mediums allow companies to expand their customer bases steadily. They only need to know how to make the most of these tools and who to market to.

Customers Facilitation

More than a billion people use Facebook daily, which grows by the hundreds of thousands every hour. Stories on Pinterest, Instagram, and elsewhere are similar. These mediums allow companies to expand their customer bases steadily. They only need to know how to make the most of these tools and who to market to.

Two-Way Communication

Social commerce may be defined as a marketplace that facilitates two-way contact between buyers and sellers. Consumers can engage with companies conveniently before making a purchase, allowing them to seek information and clarification on all aspects of the product. Likewise, consumers find providing feedback or filing a complaint more convenient.

Positive reviews

Good, reliable customer reviews may be found in the comments section below each product. Having better credibility, which comes from your comments on your profile, is one of social media’s strengths. By doing so, customers will be happier with their purchase because they know what to expect before they click the “Buy Now” button.

Better Search Engine Ranking. 

In social commerce, making a transaction or purchase is just one aspect; another is helping companies increase the number of customers that visit their websites. Ultimately, it benefits companies since it helps them attain higher positions on search engines.

Customer Retention and Customer Loyalty. 

A company’s failure to meet the needs of its consumers is fatal to its social commerce efforts. A few poorly written reviews may destroy a company’s image. 

Most brands do this since they are concerned about what their customer wants and need and want to bond with them, not just because they want sales. Because when the customers are happy and satisfied, they stick around. 

5 Disadvantages of Social Commerce


It takes time and energy for the business to interact with its customers. The company’s content and audience engagement must be constantly updated. Simply opening a storefront on Facebook or Instagram is insufficient. Since online traffic is decreasing, a company wants to establish its brand there.

Organic reach is limited.

Advertising is significant to the success of a business. The organic reach is gradually declining while advertisements are taking the lead. Although it varies amongst platforms, the truth remains that advertisements are the primary sales method.

Limited control

Suppose a company does business via social media. Companies will have more control and may be able to protect their customer’s info by just using their social media platform.

Negative feedback

Unfavorable comments may severely damage the company’s reputation, and restoring the brand’s good name is difficult.

Only reach on the social media platform.

As we went through the process of explaining what Social Commerce is, you probably guessed correctly about the sixth drawback. It is only applicable to platforms related to social media. We know that social media has a huge audience but also has limitations. That’s why you need to keep up with a typical online store.

Top Social E-commerce Platforms You Should Consider


The online purchasing experience offered by Facebook is known as Facebook Shop, and it enables businesses to include an eCommerce tab into their standard business page layout. They choose the catalogs they want to show, discover some images that inspire them, and then use Facebook’s standard advertising and organic streams to spread the news about their new feature.


Instagram users with a Facebook Shop may use Instagram to create product catalogs for their businesses. It will allow you to create “shoppable posts,” where you can upload highly graphic product photos, and viewers can purchase directly there and inside the post.


In 2021, TikTok began testing its e-commerce features before rapidly rolling them out to all users. With the introduction of TikTok Shopping, you can now showcase your items to the app’s massive user base in the app’s signature short-form video style.

Brands may feature items in-video with links to immediate product information pages by manually integrating into TikTok Shopping or partnering via several prominent shopping carts (such as Shopify, the first to partner with the app).


Using the augmented reality (AR) filters that marketers may create on Snapchat, customers can “try on” products visually before making a purchase and then share their experience with friends as a story. Shopify customers have it most accessible at the time of writing, but anyone can build up their product catalogs with a little more technical know-how.


Pinterest’s massive and enthusiastic user base attests to the site’s strength as a visual search engine. It’s common knowledge that Pinners use Pinterest to investigate potential purchases. It’s the perfect social networking app for online shopping.

Within the app, brands may make “shoppable Pins” with detailed product descriptions and direct visitors to a checkout screen. Then, based on the user’s profile and other factors, Pinterest will recommend these Pins to others it believes may like them.

Final Thoughts

When it comes to omnichannel selling, social commerce remains a top trend. Integrating social commerce may improve customer knowledge in ways that standard e-commerce platforms can’t. 

Social commerce is a trend in digital marketing that has the potential to improve marketing effectiveness while lowering acquisition costs in a creative and forward-thinking way, whether it be by directing users towards personalized content, informing customers of product benefits they may not have previously known about, or building solid and long-lasting customer relationships and communities. 


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