Social commerce – the integration of e-commerce and social media – has moved far beyond trend status. Platforms like Instagram, TikTok, and Pinterest have evolved into fully functional marketplaces, where users discover, engage with, and purchase products without ever leaving the app. This blog post summarizes key insights from Sebastian Arend’s research, conducted at the E-Commerce Institute in Cologne, exploring which factors drive successful social commerce strategies. The focus lies on audience targeting, content design, and technological integration.
Why Social Commerce Matters Now
The COVID-19 pandemic significantly reshaped consumer behavior, pushing people toward digital channels for everyday purchases. As a result, social media became a primary space for product discovery and transactions. According to the 2024 Consumer Barometer, 75% of users in Germany have made a purchase through social media — a clear sign that social commerce is a powerful force transforming online retail.
This shift is not just technical but cultural: from push to pull marketing, from transactional processes to emotional brand engagement, and from traditional advertising to community-led conversations. Brands that understand this shift – and respond with innovation – gain a clear advantage.
Audience Targeting: Trust Beats Reach
Trust is the new currency in digital commerce. Consumers are less influenced by traditional advertising and more by authentic recommendations – especially from micro-influencers and communities. These smaller creators often have stronger, more loyal audiences. Brands that invest in community building and dialogue-oriented communication strengthen emotional ties and purchasing intent.
Concepts like “social proof” and “social identity theory” explain how group belonging and peer validation significantly influence decisions. A key insight for any brand navigating social commerce.
Content. Short, Visual, Interactive – and Platform-Specific
Content is king, but context is queen. What works on Instagram may fall flat on TikTok. Arend’s research underscores the need for short-form, emotionally engaging formats like Reels, Stories, and shoppable posts. They provide a seamless link between inspiration and transaction.
Equally important is platform-specific adaptation.TikTok thrives on trends and spontaneity, Instagram emphasizes curated aesthetics, and Pinterest excels in visual search and inspiration. Brands should tailor their content to each platform and ensure clear calls to action (CTAs) are embedded throughout.
Technology. Frictionless Buying and Data Ethics Matter
Seamless purchasing – from inspiration to checkout within a single platform – is a core advantage of social commerce. This requires the use of APIs, integrated payment systems, and AI-powered personalization tools. These technologies allow for real-time targeting and trend responsiveness.
However, data privacy and ethical considerations are becoming strategic differentiators. Arend argues that transparency, GDPR compliance, and ethical data use are not just legal requirements but trust-building tools that enhance brand value in a data-conscious consumer landscape.
Platform Choice: Strategic Focus Instead of “Everywhere at Once”
One of the most overlooked factors in social commerce success is choosing the right platform. Each platform has unique algorithms, user behaviors, and content dynamics. Arend offers a comparative overview: TikTok is ideal for viral growth among Gen Z, Instagram for brand storytelling, Pinterest for high purchase intent, and YouTube for educational content and trust-building.
Rather than spreading resources thin, companies should focus strategically on where their audiences are. As well as how they behave on each platform.
Social Commerce Requires Integration, Not Imitation
Sebastian Arend’s research makes it clear: social commerce is more than a sales tactic. It’s a multidimensional strategy that blends technology, psychology, content, and platform knowledge. Success depends on creating emotional, personalized, and trustworthy experiences — not just offering a product, but offering a moment.
Companies that understand the complex interplay between audience behavior, platform algorithms, and technological infrastructure can stand out and build lasting competitive advantages.
About the Author
Sebastian Arend holds a bachelor’s degree in Digital Marketing & E-Commerce from IU International University. As part of a five-month research placement at the E-Commerce Institute Cologne, he focused on social commerce and coordinated the International Scientific Practical Conference (ISPC), where he also received the “Best Young Scientist” award. He has experience in data analytics, SEO content creation, and event publishing – bringing both academic and hands-on knowledge to the evolving field of digital commerce.