Shop & Scroll: Social Commerce Explained

Shopping behavior is changing – fast. What used to happen on websites now happens directly on social media. Welcome to the world of Social Commerce. Whether it’s Instagram, TikTok, or Facebook, users now buy products with just one click – without ever leaving the app.

This blog post explains what Social Commerce is, why it’s booming, where the risks lie, and how businesses can use it successfully.

What Is Social Commerce?

Social Commerce means buying products directly through social networks – without being redirected to an external online shop.

Key features:

• In-app purchases via Instagram, TikTok & more

• Influencer recommendations as a sales driver

• Storytelling with visuals and videos

• Engagement (likes, comments, shares) boosts trust and conversion

Why Is Social Commerce So Popular?

Because it’s easy and convenient. Users already spend hours on social media – so why not shop there too?

Trust is key

People trust influencers, friends, and the community more than traditional advertising. Authentic recommendations lead to more sales.

What Are the Risks?

Data protection

Many users are unaware of how their data is used. Brands and platforms must act transparently and comply with data protection laws.

Dark patterns

Manipulative tricks like hidden fees or auto-renewing subscriptions undermine trust. Businesses using such tactics risk legal trouble – and bad PR.

Legal uncertainty

Social Commerce evolves faster than regulation. Clear legal frameworks are urgently needed to protect consumers and ensure fair competition.

What’s Next?

Social Commerce is here to stay. But only brands that act responsibly and deliver real value will benefit in the long run.

Success factors:

• Authentic content, not just ads

• Collaborations with trusted influencers

• Seamless in-app checkout

• Transparent and fair business practices

Conclusion

Social Commerce is more than a trend – it’s the future of digital shopping. Brands now have the chance to sell where people connect, share, and get inspired. But with great power comes great responsibility: protecting data, staying transparent, and respecting consumer rights is a must.

This blog post is based on the 2025 presentation by Franziska Merschmeier on the topic of “Social Commerce,” a student at IU International University under Professor Richard Geibel.