The path between viewing a post on Instagram and completing a purchase has never been so short. By 2025, according to data from the Brazilian E-Commerce Association (ABComm), Brazilian e-commerce is expected to grow by 10% and reach a revenue of R$ 224.7 billion, driven by a rapidly ascending phenomenon: social commerce, or commerce through social networks. The trend is redefining how online stores interact with their consumers, from small entrepreneurs to big brands.
According to data from Hootsuite, 58% of Brazilian consumers are already considering making purchases directly on social media platforms this year. This movement has transformed Instagram, TikTok, and even WhatsApp into complete channels for discovery, interaction, and conversion, especially in sectors like fashion, beauty, food, household items, and personal technology. The online store is no longer an isolated destination but now operates in synergy with the social environment, as part of a more seamless shopping journey.
From post to order in a few taps
The traditional journey, which used to start with a Google search and end with an e-commerce checkout, now increasingly begins with a suggested post, a live stream, a link in the bio, or a sponsored story. The combination of visual content, social engagement, and ease of purchase has made social networks a natural extension of the online store.
This integration has been enhanced by features such as product catalogs on Instagram Shopping, interactive showcases on TikTok, customer service bots on WhatsApp, and direct payment links on platforms like Mercado Pago and Pix. Brands that understand this dynamic can convert users even in the discovery phase, capitalizing on decision impulses and reducing steps in the buying journey.
The online store at the center of the operation
Even with the rise of social commerce, the online store remains the core of sales operations. It is where stock information, order control, payment processing, and customer management are centralized. Social networks act as dynamic entry points, but it is the online store that sustains business scalability and credibility.
Therefore, investment in integrations has become essential. Modern e-commerce platforms allow for synchronizing products with social catalogs, automating orders that come through networks, and keeping customers updated on deliveries — all without leaving the digital ecosystem. The fluidity between channels is what sets competitive businesses apart from those still operating in a fragmented manner.
Videos, lives, and creators: new sales drivers
With social commerce, content began to play a direct role in conversion. Demonstrative videos, live streams with promotions, and partnerships with influencers have become highly effective sales triggers, especially in segments like cosmetics, gadgets, artisanal foods, sporting goods, and decoration.
The real-time presentation of a product — whether by a seller, creator, or brand representative — creates a sense of urgency and trust that speeds up the purchase closure. Many online stores have been investing in launch lives and collaborative content as a strategic part of their sales calendars.
Personalization and agility as strengths
With behavioral data extracted from their own networks, brands can personalize the customer experience more precisely. This translates into targeted ads, personalized recommendations in the online store, and more assertive communications. AI tools also assist in automating messages, sales funnels, and real-time adjustments to inventory or the catalog.
Agility is another decisive differential. Brands that can quickly adapt their campaigns, respond to comments, and adjust prices according to demand are the ones that best take advantage of the accelerated pace of social commerce.
What to expect from e-commerce in 2025
With double-digit growth on the horizon and digital behavior increasingly focused on convenience, online commerce is expected to become more hybrid and multimodal. Online stores that naturally integrate with social networks tend to achieve the best results, regardless of the segment they operate in.
For the consumer, the promise is a more integrated, fast, and tailored shopping experience. For entrepreneurs, the challenge will be to master tools, data, and strategies that combine branding, content, and conversion — all in a showcase that fits in the palm of the hand.
