Social media, which accounts for over 144 million active users in Brazil (66.3% of the population, according to We Are Social), have evolved beyond just spaces for interaction and entertainment. Today, they have solidified as powerful online shopping channels, driving one of the fastest-growing segments in e-commerce: social commerce.
Instagram, TikTok, and WhatsApp are the main protagonists of this transformation, significantly altering consumer behavior. According to a study by Accenture, the global social commerce market is projected to reach $1.2 trillion by the end of 2025.
“This accelerated growth is primarily driven by Generation Z and millennials, who prefer making purchases directly on social media without leaving the environment where they interact with friends, influencers, and brands,” highlights Pedro Paulo Alves, co-founder of Boomer and digital marketing expert.
What is Social Commerce?
Social Commerce integrates e-commerce with social media, allowing consumers to discover, evaluate, and purchase products directly on platforms like Instagram, Facebook, TikTok, and WhatsApp.
Unlike traditional e-commerce, it relies on social interaction, recommendations, and engagement to drive sales, making the shopping experience more interactive and personalized.
“Social media has moved beyond being just showcases for products and has become true marketplaces. Today, consumers can research, try, and purchase items directly from a post or ad without leaving the platform,” comments Pedro Paulo.
Instagram Shopping, for example, allows brands to sell directly through posts and stories. TikTok uniquely combines entertainment and sales with short, creative videos that engage consumers while encouraging them to buy. Meanwhile, WhatsApp Business has been an essential tool for businesses seeking to offer personalized service and close sales in real time.
“Social Commerce represents a transformation in digital consumer behavior, and the tools are driving this movement by integrating content, engagement, and conversion. For brands, this means closer proximity to consumers and more opportunities to generate sales directly and strategically,” explains the expert.
92% of consumers trust recommendations from people they follow on social media more than traditional advertisements
The success of social commerce is directly linked to the power of digital influencers. Content creators have become key players in the purchasing process, exerting significant influence over audience decisions. According to a study by Nielsen, 92% of consumers trust recommendations from people they follow on social media more than traditional advertisements.
According to a survey conducted by MindMiners in partnership with YOUPIX, 46% of respondents say that if a product/brand is used by an influencer, they feel confident using it too. Another finding indicates that 6 out of 10 followers have purchased products or services recommended by influencers, highlighting the preference for this format for discovering new products.
On TikTok, for example, content creators make viral review videos and often sell out product stocks within hours. On Instagram, partnerships with influencers bring brands closer to their ideal customers, while on WhatsApp, recommendations in groups reinforce the power of digital word-of-mouth.
“Brands that invest in social commerce strategies based on influencer credibility can engage consumers more authentically and efficiently. This happens because followers see these creators as trustworthy sources of information, making purchases more natural and impulsive,” explains Pedro Paulo Alves.
The democratization of digital commerce
Social commerce is also democratizing access to the digital market. Small entrepreneurs and independent brands can now sell directly to their audience without the need for significant investments in traditional platforms.
Pedro Paulo emphasizes that “tools like Instagram Shopping and WhatsApp Business have allowed merchants to build closer relationships with their customers, offering a more personalized and accessible shopping experience.”
For the expert, this trend is here to stay. “Social commerce is not just a passing trend but a definitive transformation in how we buy and sell. Social media is no longer just communication channels; they have solidified as the new digital shopping malls of the modern era,” he concludes.
