Marketing
How retailers can elevate the social shopping experience to drive sales
Social isn't new to retail, but it continues to rapidly evolve and change as its dominance grows. Tik Tok Shop isn't just growing; it is now on Amazon's list as an acquisition target.
May 23, 2025 by Marjorie Leonidas — CEO, Taggstar
TikTok isn't just dominating short form content, it is now the fastest growing social media shopping platform. It has attracted 47 million shoppers who collectively spend an average of $32 million daily, according to recent data from Capital One Shopping. In just 2024 alone, TikTok Shop added 11.9 million U.S. buyers, surpassing platforms like Meta and Pinterest.
This rapid growth underscores the influence of social in shaping shopping behaviors — making it clear that integrating social experiences into every aspect of eCommerce is no longer optional. Retailers have a unique opportunity to bring the best of social engagement directly to their own sites and mobile channels, driving engagement, increasing retention, and building stronger direct relationships with their customers.
Why social shopping matters to Gen Z
Gen Z, which makes up about25% of the global population, will have $12 trillion in spending power by 2030. This digitally native generation prioritizes authenticity and community, following brands, influencers, and peers who align with their values. Social proof — real-time customer engagement, the behaviors of other shoppers and peer recommendations — builds trust and enhances the online shopping experience.
Social proof relies on the basic, yet powerful, psychological concept that people are more likely to take a certain action if other people are doing it. It is the same factor that motivates us to choose a crowded restaurant over an empty one. When shopping, when we see other people buying and enjoying a product, we are more likely to trust that we will enjoy the product as well. This makes social proof an essential tool for retailers looking to influence shopper behavior and enhance brand credibility.
Here are some effective ways retailers can leverage social proof on their website, mobile channels and even in-store to not only boost conversion, but reduce returns and build loyalty.
Social proof messaging – Highlighting product popularity through notifications like "X people bought this in the last hour" or "Trending now - x people are looking at this" can create urgency and drive conversions.
Customer reviews and ratings– Displaying reviews and ratings on product pages builds trust and validates the quality of products and services.
User-generated content – Encouraging customers to share photos, videos, and testimonials provides authentic, relatable product endorsements.
Influencer and expert endorsements – Collaborating with trusted influencers or industry experts can amplify reach and credibility.
Social proof is a great way to build trust and drive sales, but authenticity is everything. Consumers are savvy — they can spot fake marketing a mile away, and poor execution can do more harm than good. Avoid using fake or unverified testimonials, as they can quickly erode trust and backfire.
Overloading product pages with too many social proof elements can be just as bad, overwhelming shoppers instead of guiding them. Outdated or irrelevant endorsements can make a brand seem disconnected, so it's important to keep social proof fresh and relevant.
Real world results
Social proof isn't just a trend — it's a proven strategy for boosting sales, building credibility, and fostering community engagement.
Take athleisure brand Fabletics. They recently demonstrated the power of social proof by integrating various messaging strategies across its eCommerce funnel. By testing twelve different social proof message types — such as "X sold since your last visit X hours ago" — they saw a 3.19% uplift in conversion rates within just five days. On mobile, where most of their audience shops, the conversion rate jumped 3.55%, resulting in an annualized ROI of 3,026%.
Social isn't new to retail, but it continues to rapidly evolve and change as its dominance grows. Tik Tok Shop isn't just growing; it is now on Amazon's list as an acquisition target. Shoppers are hardwired to search out the opinions of others before they make decisions.
Retailers who effectively integrate social proof messages, reviews, influencer partnerships and other social capabilities are well-positioned to thrive in the challenging months ahead.
About Marjorie Leonidas
Marjorie Leonidas is a dynamic entrepreneur and digital veteran with over three decades of experience in leading and scaling emerging technology businesses. She currently serves as CEO at Taggstar, a technology innovator that is reinventing the future of retail by changing how consumers find, choose, and buy products online.
