How to Use Social Media Marketing for eCommerce

When people go online, they’re usually doing one of two things: shopping or scrolling through social media.

So it makes sense that social networks and eCommerce go hand in hand. Both bring the user into a digital world, offering connection and convenience at a distance.

Unsurprisingly, social media plays a defining role in driving eCommerce sales and building brand awareness. The average person spends nearly 2.5 hours on social platforms every day.

With an effective social media strategy, businesses can make the most of those minutes and capture new customers. Improved engagement, increased conversions, and more—it’s all possible through intentional social media marketing for eCommerce.

For starters, social media is where the people are: Facebook boasts over 3 billion monthly active users, while TikTok has at least 1.5 billion. Nearly 64% of the entire world population uses social media.

These figures alone highlight the importance of social media for brands. However, it’s the psychological effects of Instagram, Pinterest, and Co. that make social networks crucial to any eCommerce strategy.

Simply put, social media drives consumer behavior—because social media drives behavior in general. Every new trend and TikTok dance comes from a handful of apps. In a quest for connection, people follow, mimic, and interact with others online.

As a result, what happens on social media influences purchasing decisions. Users are likely to:

And so much more.

In response, the social media giants have set up their platforms for businesses. Today, it’s easier than ever to reach consumers—and sell to them—online.

Of course, each platform offers a unique experience to the user and the brand. Businesses must take a platform-specific approach to digital marketing if they want to maximize conversions and sales.

Understanding the strengths, weaknesses, and possibilities of each major social media network is the first step.

As a visual-first platform, Instagram has recognized the power high-gloss images and videos have over consumers. As such, the ‘gram has given eCommerce brands countless ways to drive direct sales through Instagram Shopping, including:

Given its emphasis on visuals, Instagram is best for brands in spaces like:

The world’s most popular platform has always been about connecting people—just watch The Social Network. No matter how you feel about the film, the platform is ideal for businesses in any industry looking to reach thousands of like-minded customers.

With the Meta Business Suite, brands can market to hyper-specific audiences through ad targeting tools. By promoting their business Page to their ideal demographic, eCommerce companies can create a thriving community of brand advocates—all for a reasonable price.

Once they’ve captured an audience, driving sales is equally simple with Facebook Shops and Messenger Marketing. And, thanks to a shared parent company (Meta), Facebook allows for seamless integration with Instagram Shopping.

Offering short-form videos galore, TikTok is usually where consumers go to scroll—not to shop. But that doesn’t mean the app can’t serve eCommerce brands.

As mentioned, social media influences behavior, and TikTok may be the most influential social media platform, especially among Gen Z and Gen Alpha shoppers. Users love to watch their favorite creators do anything—and savvy brands know to put their products in the hands of those viral creators.

Given this type of natural, non-salesy content, TikTok is ideal for product discovery and organic reach. It’s a platform for delivering ads that don’t feel like ads.

That said, there are still ways to convert. TikTok Shop is the app’s in-platform commerce solution, and it’s an excellent place to drive interested consumers.

Pinterest is rarely mentioned alongside Facebook or TikTok, but that’s a shame; the content-sharing platform has over 550 million monthly active users.

Businesses looking to reach those potential customers can benefit from the platform’s visual focus. Users often head to Pinterest for inspiration, so if they’re met with optimized Pinterest boards and Pins, they may feel inspired to buy.

The key to the platform is keywords; every Pin should contain some well-researched ones. And, of course, paid ads are always an option.

Pinterest’s layout and core user base make it ideal for brands selling:

LinkedIn bills itself as “the social media platform for business”—and that’s exactly what it is. Professionals connect with colleagues, endorse each other, and read think pieces from their industries.

With that in mind, LinkedIn should be seen as an indirect tool for building credibility instead of driving immediate sales.

Businesses can generate promising leads through LinkedIn by publishing thought-provoking content like:

Due to its professional nature, LinkedIn is best for B2B and “as-a-Service” brands that target companies and their employees.

While each platform will require slightly different tactics, the underlying strategies are almost always the same.

Users want to know more about what they’re buying online. Social media is an excellent way for eCommerce brands to:

Social media users don’t trust unheard-of businesses—they trust their fellow scrollers. Reviews, testimonials, and customer photos (a.k.a. social proof) all help convince users that real people buy and love the brand.

Reposting this social proof to a business account—along with user-generated videos and pics—goes a long way in building trust and credibility.

However, reviews and UGC don’t appear overnight. Leading brands solicit content from their audience through competitions and incentives.

Another form of social proof is influencer marketing, which leverages existing consumer trust to sell. Followers already respect the opinions of their favorite creators, and brands can capture this built-in audience through targeted campaigns.

Half of all marketers are already using influencer marketing. Of that group, 57.6% of them have eCommerce stores. Clearly, influencer marketing works for online sellers.

Here are some of the top tips for brands hoping to capitalize on influencers:

Brands should see social media as a chance to get raw and real with consumers. With that in mind, high-performing businesses will often use Instagram, TikTok, and LinkedIn to share “unproduced” content like:

All of these behind-the-scenes moments build trust through authenticity.

More importantly, they help shape a brand’s story. By bringing customers behind the curtain, businesses can share their values and cultivate deeper, more loyal relationships.

Every platform offers businesses tools for social media analytics. Brands can harness this data to determine which strategies are working—and which need an overhaul.

The most significant metrics to track (and react to) include:

Social media platforms are far more than a source of entertainment. For eCommerce businesses, they’re an opportunity to connect with and capture new brand supporters.

No matter which platform you prefer, a strategic approach to marketing on that platform can drive traffic, increase brand loyalty, and boost your eCommerce sales.

Experimenting with different content types—and tracking performance—is a terrific way to discover which strategies will produce long-term growth.

Alternatively, you could partner with someone who’s already experimented for you. Someone like Power Digital.

To find out more about how our experts can help your eCommerce brand soar, get in touch.

Statista. Daily time spent on social networking by internet users worldwide from 2012 to 2024. https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/

Statista. Most popular social networks worldwide as of April 2024, by number of monthly active users. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

DataReportal. Global Social Media Statistics. https://datareportal.com/social-media-users

Instagram. Instagram Shopping. https://about.instagram.com/features/shopping

Pinterest Business. Your audience is here. And they’re ready to shop. https://business.pinterest.com/audience

Shopify. 28 Important Influencer Marketing Statistics To Know in 2025. https://www.shopify.com/ca/blog/influencer-marketing-statistics