The path between viewing an Instagram post and completing a purchase has never been shorter. In 2025, according to data from the Brazilian Association of Electronic Commerce (ABComm), Brazilian e-commerce is expected to grow by 10% and reach a revenue of R$ 224.7 billion, driven by a rapidly rising phenomenon: social commerce, or commerce through social networks. This trend is redefining how online stores interact with their consumers, from small entrepreneurs to major brands.
According to Hootsuite data, 58% of Brazilian consumers are already considering making purchases directly on social networks 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, home goods, and personal technology. The online store is no longer an isolated destination and now operates in synergy with the social environment, as part of a smoother shopping journey.
From post to order in just a few taps
The traditional journey, which started with a Google search and ended at an e-commerce checkout, now increasingly begins with a suggested post, a live stream, a bio link, 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 like product catalogs in 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 during the discovery phase, leveraging decision momentum and reducing steps in the shopping journey.
The online store at the heart of operations
Even with the rise of social commerce, the online store remains the core of sales operations. It is where inventory information, order control, payment processing, and customer management are centralized. Social networks serve as dynamic entry points, but it is the online store that sustains scalability and business credibility.
That’s why investment in integrations has become indispensable. Modern e-commerce platforms allow syncing products with social catalogs, automating orders received via social networks, and keeping customers updated on deliveries—all without leaving the digital ecosystem. Seamlessness between channels is what sets competitive businesses apart from those still operating in a fragmented manner.
Videos, live streams, and creators: new sales engines
With social commerce, content now plays a direct role in conversion. Demonstrative videos, live streams with promotions, and influencer partnerships have become highly effective sales triggers, especially in segments like cosmetics, gadgets, artisanal foods, sports gear, and home decor.
Presenting a product in real time—whether by a seller, creator, or brand representative—creates a sense of urgency and trust that speeds up the purchase. Many online stores have invested in launch live streams and collaborative content as strategic parts of their sales calendars.
Personalization and agility as advantages
With behavioral data extracted from social networks themselves, 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 help automate messages, sales funnels, and real-time adjustments to inventory or catalogs.
Agility is another decisive differentiator. Brands that can quickly adapt their campaigns, respond to comments, and adjust prices based on demand are the ones that best leverage the fast pace of social commerce.
What to expect from e-commerce in 2025
With double-digit growth on the horizon and digital behavior increasingly geared toward convenience, online commerce is becoming more hybrid and multimodal. Online stores that integrate naturally with social networks tend to yield the best results, regardless of their industry.
For consumers, the promise is a more integrated, faster, and habit-adapted shopping experience. For entrepreneurs, the challenge will be mastering tools, data, and strategies that combine branding, content, and conversion—all within a showcase that fits in the palm of their hand.
