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Author
Urvashi Kaushik
Urvashi Kaushik
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As social media continues to integrate seamlessly into daily life, it has rapidly evolved from a communication tool into a critical driver of digital commerce. According to Statista, as of 2025, internet users worldwide spend an average of 141 minutes per day on social platforms. With global social media users projected to reach 5.42 billion, this growth is largely driven by increased mobile adoption and the expanding reach of digital infrastructure in emerging markets.

This shift in user behavior has transformed social platforms into dynamic commerce ecosystems. The introduction of features such as shoppable content, in-app product discovery, and live shopping integrations has enabled brands to connect with consumers on a large scale in real time. Social commerce is no longer a trend—it's a strategic channel that combines content, community, and commerce to meet consumers where they already are.

Social commerce, a subset of e-commerce, enables users to buy or sell products directly within social media platforms, eliminating the need to open separate apps or navigate to external browser links. This integrated experience offers seamless browsing, faster checkouts, and enhanced conversion rates for businesses.

It offers a unified commerce experience where users can complete the journey from discovery to transaction without ever leaving the social media platform. 

What comes under Social Commerce?

 Social commerce is a broad umbrella that can be further divided into the following categories:

Social Commerce Blog Illustrations-01

Social commerce platform metrics & growth trends 

Leading social commerce platforms include Meta-owned Facebook and Instagram, along with TikTok and YouTube. Facebook remains the dominant player, while TikTok is rapidly gaining traction, particularly among Gen Z users. Other platforms such as Snapchat and Pinterest are also emerging as influential players in the evolving social commerce space.

According to recent market projections, the global social commerce market is expected to reach $6,243.94 billion by 2030, growing at a CAGR of 31.6% from 2023 to 2030. 

Social Commerce Blog Illustrations-02-min-1

 

Among product categories, fashion and apparel lead the way in social commerce adoption, followed by beauty and personal care, groceries and food supply, home decor, and other categories. These categories benefit the most from visual content, influencer-driven discovery, and quick-purchase experiences.

Customer shopping journey in Social Commerce: Step-by-step breakdown with key strategies at each stage 

Social Commerce Blog Illustrations-03-min-1

Value Added for brands and businesses in Social Commerce

The evolving social commerce landscape is redefining how brands connect with consumers, demanding a strategic pivot from transactional approaches to deeply integrated, experience-driven engagement. This evolution is already demonstrating significant, quantifiable returns for businesses embracing its unique capabilities:

Unlocking engagement & conversion in key markets: In India, a prominent social commerce platform showcases the immense potential of its content-driven model. By fostering vibrant user engagement through immersive formats like video-based discovery and live shopping among its 14.5 million users, this platform has propelled a remarkable 3x surge in overall order volume and achieved 10x growth in key verticals such as women's wear and beauty. 

Driving global ROI & brand affinity through native social experiences: A leading global beauty retailer exemplifies the power of deeply embedded social commerce strategies. Their Black Friday TikTok Smart+ campaigns in Turkey yielded impressive results, including a 53% higher Return on Ad Spend (ROAS), a 44% boost in Average Revenue Per User (ARPU), and a 14% increase in conversion rates.

Beyond direct sales, their Snapchat-enabled festive campaigns significantly enhanced brand perception, achieving a 12-point increase in brand awareness and a 5.6% rise in add-to-cart rates. This success underscores how social platforms, when leveraged natively, can drive both immediate sales and long-term brand value. 

These compelling successes underscore a fundamental shift in consumer behavior. With fragmented attention spans and a desire for immediate gratification, users now expect commerce to be an inherent part of their social content journey—personalized, predictive, and instantly accessible without leaving the platform.

The future of shopping within the social sphere hinges on its seamless integration into everyday digital experiences, transforming it from a mere convenience into an intuitive extension of how users explore, engage, and discover online.

How can brands strategically leverage social commerce? 

Context-aware content-to-commerce: Context-aware content-to-commerce represents the future of retail, transforming everyday content into smart, shoppable experiences. By leveraging intelligent systems to analyze user behavior and context in real time, it dynamically embeds personalized product recommendations within any piece of content, seamlessly guiding consumers from inspiration to instant conversion with unparalleled relevance and ease. 

Let's look at the use cases.

  • Instant recipe-to-reality: We all have healthy food recipe videos, yet there's a clear disconnect between inspiration and execution, which can be resolved with social commerce.
    Imagine when a user watches the video, they not only get the ingredient list but also pre-bundled products of all the required items, seamlessly integrated with quick commerce platforms like Zomato, Zepto, or Blinkit. One-click and the entire recipe kit can be delivered to their doorstep, from screen to Kitchen, in under 10 minutes.
  • Travel vlogs to instant Itineraries: Another compelling use case is in the travel content space. Instead of viewers passively watching a travel vlog and manually noting down destinations, landmarks, or restaurants, the system can recognize key locations in the video and display smart travel packages in real time.
    With context-aware integration, users can interact with in-video prompts to explore pre-curated itineraries, book tours or stays and be redirected to partner travel sites, helping quench their wanderlust with a few clicks. 

Experience-led commerce activation: Experience-led commerce activation redefines the path to purchase by creating emotionally resonant and interactive journeys. It strategically employs modern tools, including live commerce, community platforms, and collaborative content, alongside AR/VR, to build deep customer connections. This ensures every brand interaction is a valuable and engaging experience that organically catalyzes commerce.

  • Virtual try-on with social feedback loop: In an experience-led social commerce journey, users can access virtual try-on features, allowing them to see how a product (such as eyewear, makeup, or apparel) looks on them in real-time using AR. But the experience doesn’t stop there.
    Once the user tries the product, they can instantly share the look with their friends or community via stories, private messages, or group chats, seeking feedback before making a purchase. This not only enhances product confidence but turns the buying journey into a collaborative, social experience, blending self-expression with social validation.

Social-driven purchase models represent an emerging category in social commerce, where social behaviours, peer interactions, and shared decision-making shape the purchasing act. Unlike traditional e-commerce, these models introduce collaborative and community-centric dynamics, such as group buying, co-shopping, and wishlist sharing, to turn shopping into a socially interactive experience.

This evolving approach redefines the consumer journey by embedding social connectivity directly into the transaction process, enabling users to buy together, influence each other’s choices, and access exclusive benefits through collective engagement.

Let's take a look at some use cases: 

  • Group buying & collective discounts: A skincare brand introduces a “Buy with Friends” feature embedded within a reel. When three or more users from a network purchase the same product within 24 hours, each participant receives a 20% discount.
    This can be facilitated through a group checkout experience, where one user creates a shared cart and invites friends to join. Each person adds their delivery address individually, but the coupon is activated once the group threshold is met — merging convenience with collective savings.
  • Shareable wishlists: Users can share their personalized wishlists across social media platforms. Influencers can also share curated collections with their followers. When users interact with these lists, the system automatically adapts product attributes such as size, color, or variant based on individual user preferences.
    For example, suppose an influencer shares a Wishlist featuring a T-shirt in size M, but the viewer typically wears size L. In that case, the product is dynamically adjusted to reflect the user's saved preferences creating a seamless and tailored shopping experience.

In addition to these forward-thinking use cases, another exciting avenue for innovation lies in enhancing the post-purchase experience. Features such as integrated live chatbot support, in-platform cancellation, and return or replacement options can significantly improve the post-order journey.

Embedding these capabilities directly into social commerce platforms not only streamlines support but also builds long-term customer trust and satisfaction turning transactions into relationships. 

Real-world examples: How to use social commerce to drive conversion to sales

Product/service promotion through social media

Objective: Enable users to generate and share a short URL containing secured session details across various social media platforms, allowing their friends and family to complete the purchase. In return, the original user earns loyalty rewards when a purchase is made through the shared link.

Key features:

  • Short URL generation: Instantly creates a compact, shareable link tied to the user's session and cart.
  • Cross-platform sharing: Allows easy sharing via WhatsApp, Facebook, Instagram, X (Twitter), and more.
  • Session continuity: Preserves product selections and cart data for recipients to resume shopping effortlessly.
  • Loyalty reward integration: Tracks purchases via shared URLs and credits the original user with loyalty points or cashback.
  • Custom link tracking: Monitors click-throughs and conversions to measure campaign effectiveness
  •  Mobile-friendly design: Optimized for seamless use on mobile devices.
  • Secure and expirable Links: Ensures privacy and time-bound access to protect user data.


Streaming for sales 

Objective: To enhance real-time engagement and drive direct sales through social commerce capabilities, with a focus on live streaming features that connect educational content with seamless purchasing experiences.

Solution: Integrate live streaming with commerce touchpoints

A comprehensive live stream module designed to:

  • Educate audiences in real-time on various topics
  • Enable frictionless purchase of products featured during the stream
  • Boost engagement through interactive features

Key features:

  • Multilingual support & audio translation: Real-time language translation and dubbing for accessibility accessible across regions.
  • Clickable purchase links: Products feature clickable purchase buttons embedded directly within the live session, enabling instant checkout.
  • Interactive chat with live moderation: Audience members can engage with hosts through a real-time chat, while moderators handle Q&A, flag content, and maintain a smooth experience.
  • Real-time captioning & on-demand recordings: Sessions include automated captions to improve accessibility and on-demand recordings for long-tail sales.
  • Planning & scheduling live stream events: Influencers can now schedule live sessions in advance, notify followers across platforms, and sync with calendars to boost turnout.

By embedding commerce functionality directly into live, educational content, brands can build trust, drive interaction, and increase sales in a natural and engaging way.

This live-streaming approach proves that social commerce isn’t just about selling — it’s about creating value-driven, interactive brand experiences.

Social commerce undeniably redefines traditional retail by empowering brands with direct consumer connection and enhanced sales potential. Its future lies in seamlessly integrating shopping into daily digital interactions, evolving from a mere convenience to an intuitive extension of online exploration and discovery.

However, safeguarding trust, authenticity, data security, and privacy remain paramount in fostering sustainable engagement and collaboration.





Author
Urvashi Kaushik
Urvashi Kaushik
connect