Marketing
From likes to buys: How social media is redefining retail
With the advent of the digital age, social media has grown beyond its initial role of connecting people and sharing updates. Although social media was not designed to generate in-store retail activity, it has been instrumental in driving brand familiarity and customer interaction.
May 27, 2025 by Umang Thakur — Principal Analyst & VP, QKS Group
With the advent of the digital age, social media has grown beyond its initial role of connecting people and sharing updates. Although social media was not designed to generate in-store retail activity, it has been instrumental in driving brand familiarity and customer interaction.
Greater spending on social media commercials, as well as changing consumption patterns, is creating new ways to turn online engagement into sales. As users interact with content on social sites, they are frequently discovering products for the first time, developing brand impressions, and, in a few instances, making buying decisions based on what they find. This shift in consumer behavior has prepared the way for a more simplified and transactional approach, resulting in the social commerce funnel.
Inside the social commerce funnel
For a long time, retailers have used social media as a marketing tool. Social platforms have become progressively integrated sales platforms. The social commerce funnel permits customers to navigate from discovery through purchase on a single platform. The process starts with product discovery through a user's feed in most cases.
Customers can thereafter browse product information easily, add products to carts, and checkout all on the app. After a customer buys a product, things like leaving a review or telling a friend can spark even more buzz and engagement. What really fuels this seamless shopping journey is the influence of creators and everyday users — people whose real, relatable content helps others decide what to buy.
Influencers aren't just for awareness anymore
Trust is still at the heart of why people choose to buy something. These days customers are increasingly swayed by content from creators, brand evangelists, and regular users. A quick review or a simple product demo often feels more real and convincing than a polished ad.
Retailers are picking up on this shift. They're teaming up with creators who genuinely connect with their audience and reflect the brand's values. It's all part of a bigger movement: people trust people, not logos. And when the content feels authentic and personal, it can often do more than a flashy eCommerce campaign ever could.
The flip side of the social commerce boom
As social commerce grows, so do the risks. Data privacy concerns are the most prominent ones, especially with in-app transactions. With more purchases happening directly inside apps, customers want the best of both worlds—they expect a seamless shopping experience, but they also want to know their personal and financial information is safe. That puts pressure on retailers to build trust by investing in secure, transparent, and fully compliant payment systems.
There's also a growing risk in relying too heavily on social platforms, as changes in policies or outages can impact sales. And let's not forget the threat of counterfeit products and cyber scams. Fake listings, fraud, and bad actors can erode trust fast. Retailers need to address these through improved security, tighter content moderation, stronger verification processes, and ongoing collaboration with platforms to ensure a safer shopping environment.
What works: Proven social commerce tactics
Building a successful presence in social commerce requires more than just showing up; it must to be done correctly and on the appropriate platform.
Here are several strategies that can make a significant difference:
- Teaming up with creators who genuinely align with your brand can go a long way.
- Encouraging customers to share their own experiences.
- The fewer steps between liking something and checking out, the better.
- It also helps to actually be social. Responding to questions and comments in a timely, human way builds connection.
- What clicks on TikTok might not land the same way on Instagram. Tailoring your content to fit the tone and behavior of each space helps boost engagement.
Simple ideas on paper, sure — but doing them well takes real intention, creativity, and a solid feel for what your audience actually wants.
Social commerce: Hype or the next big thing?
Social commerce is fast becoming a game-changer in the way people discover and shop for products. From AR-powered try-ons to AI-driven recommendations and virtual shopfronts, new tech is certainly helping push the shift — but it's really consumer behavior that's leading the charge.
So, is this just another trend, or are we looking at the future of digital retail? Right now, social platforms are being taken seriously as shopping destinations — and for good reason. The benefits are starting to outweigh the challenges. For retailers, the opportunity lies in playing it smart: creating content that resonates, teaming up with the right partners, and building a tech stack that turns likes and follows into real business results.
About Umang Thakur
With nearly 20 years of experience in research—conducting, managing, and selling—I’ve gained a solid foundation in client engagement and business strategy. My ability to understand client goals and challenges, combined with a genuine curiosity for their business, allows me to identify opportunities for collaboration and support. I excel at uncovering insights into consumer behaviour, preferences, and market trends. I have a proven track record of leveraging these insights to shape marketing strategies, support product development, drive business growth & enhance CX.
