By Jonathan Baker It’s no surprise that most brands have a social media presence on one or more platforms. It’s no surprise that “social commerce”—the selling of products and services via these platforms—has been in operation. (After all, these transactions have been happening since 2007.) What may be surprising is the dramatic upward direction of this trend. Predictions for 2025 may mark this a watershed year for social commerce. From Online Socializing to Selling and Spending The original concept of social media offered an online venue where people could connect with family and friends. Catching onto the popularity of social media, brands created their own pages to promote—and sell—their products and services. And whether their choice was Facebook, Twitter (now ‘X’), Instagram, Pinterest, or TikTok—brands are making the most of making transactions with their followers (read: customers). What makes 2025 special? Remarkable Online Retail Upswing Select findings from Shopify will have brands and businesses featured on social media sit up and take notice. Consider these statistics: Online users typically spend approximately two-and-a-half hours per day on their social media platforms of choice. In 2023, approximately 96 million online users made purchases via social media. This year, that figure has risen to 104 million so far. (And it is only the halfway point of 2025.) Last year, shoppers from every age group—Generation Z (42 percent), Millennials (26 percent), Generation X (15 percent), and Baby Boomers (6 percent)—purchased holiday gifts from a social media site. (The significance of this stat is that Gen Z accounts for nearly half of these shoppers. As this demographic grows, in population and purchase power, that percentage of shopping on social media will rise.) Budgets for advertising on social media are predicted to read $345 billion by 2029. With projections like these, brands should maximize their chances for greater success at maintain their loyal customer base (while also attracting potential new ones). Whether a brand is new to social commerce or well-seasoned, here are three practices and trends to follow: 1. Matching the Right Social Media Platform with the Right Audience Considering the success of social commerce, brands might think that promoting goods and services on all platforms is to their advantage. Not so. Marketers should take stock of their target audience and set up shop on the platform these users are likely to frequent. (If a brand is popular with Gen Z, TikTok or Instagram would be fitting choices. Similarly, Baby Boomers are likely to shop on Facebook. 2. Got Livestreaming? One popular method of having a real-time connection with customers is via livestream. Customers can tune in to a brand’s page and have an “in-the-moment” exchange where they see the product in action, ask questions, and find out relevant information. Additionally, livestreaming is especially effective for creators that partner with brands. In the “a creator economy” we are living in, the impact of brand promotion and the possibility of making a sale are that much greater. Taking this further… 3. Making the Most of Instant Messaging The next best thing to livestreaming is the ability to have back-and-forth messaging sessions with existing and potential customers. Brands should arrange to have their chat systems connected with their commerce systems. By doing so, they have a look into what customers have either bought or are buying. This then enables them to offer advice or make personalized suggestions for future product purchases. The social media team at The EGC Group is forever overseeing and fine-tuning the social media visibility of their clients. Care to find out how we can help your brand or business have a successful year, social commerce-wise? Get in touch with us to learn more.
