From feed to purchase: the growth of Social Commerce in online fashion sales in 2025

The path between viewing a post on Instagram and completing a purchase has never been shorter. In 2025, according to data from the Brazilian Association of Electronic Commerce (ABComm), Brazilian e-commerce should grow 10% and reach a turnover of R$ 224.7 billion, driven by a phenomenon on the rise: social commerce, or commerce through social networks. The trend is redefining the way virtual stores relate to their consumers, from small entrepreneurs to large brands.

According to data from Hootsuite, 58% of Brazilian consumers already consider shopping directly on social networks this year. This movement has transformed Instagram, TikTok and even WhatsApp into complete channels of discovery, interaction and conversion, especially in sectors such as fashion, beauty, food, home goods and personal technology. The virtual store is no longer an isolated destination and starts to work in synergy with the social environment, as part of a more fluid shopping journey.

From post to order in a few taps

The traditional journey, which started with a Google search and ended in an e-commerce checkout, now begins more and more with a suggested post, a live, 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 virtual store.

This integration has been enhanced by features such as product catalogs in Instagram Shopping, interactive showcases in TikTok, service bots in WhatsApp and direct links to payment on platforms such as Mercado Pago and Pix. Brands that understand this dynamic can convert users still in the discovery phase, taking advantage of the decision impulse and reducing stages of the purchase journey.

The virtual store at the center of the operation

Even with the rise of social commerce, the virtual store it remains the core of the sales operation. It is where inventory information, order control, payment processing and customer management are centralized. Social networks function as dynamic entry doors, but it is the virtual store that sustains the scalability and credibility of the business.

Therefore, investment in integrations has become indispensable. Modern e-commerce platforms allow you to synchronize products with social catalogs, automate orders that arrive by networks and keep the customer updated on deliveries & EVERYTHING without leaving the digital ecosystem. The fluidity between channels is what differentiates competitive businesses from those that still operate in a fragmented way.

Videos, lives and creators: new sales engines

With social commerce, content has come to play a direct role in conversion. Demo videos, live streams with promotions and partnerships with influencers have become highly effective sales triggers, especially in segments such as cosmetics, gadgets, handmade foods, sporting goods and decoration.

Presenting a product in real time - whether by a seller, creator or brand representative - creates a sense of urgency and trust that accelerates the closing of the purchase.Many online stores have invested in launch lives and collaborative content as a strategic part of their sales calendars.

Personalization and agility as assets

With behavioral data extracted from the networks themselves, brands can customize the customer experience more accurately. This translates into targeted ads, personalized recommendations in the online store and more assertive communications. AI tools also help in the automation of messages, sales funnels and real-time adjustments in the inventory or catalog.

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 fast 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 tends to become more hybrid and multimodal. Virtual stores that integrate naturally with social networks tend to reap the best results, regardless of the segment in which they operate.

For the consumer, the promise is a more integrated, fast and adapted shopping experience to their habits. For entrepreneurs, the challenge will be to master tools, data and strategies that combine branding, content and conversion 5 all this in a showcase that fits in the palm of the hand.