The Rise of Social Commerce
Turning scroll time into shopping time on TikTok and Instagram.
The funnel has collapsed. Discovery and purchase now happen in the same place: the social feed.
Platforms like TikTok and Instagram have integrated checkout flows so seamlessly that users often buy before they realize they're shopping. For brands, this means your social strategy is your sales strategy. Content must be shoppable, authentic, and native to the platform.
How to Win at Social Commerce
- Product tagging: Tag products directly in posts and Reels to enable frictionless checkout.
- Creator partnerships: Authentic influencer content outperforms polished brand ads.
- Live shopping: Real-time product demos with instant purchase links drive urgency and conversion.
- User-generated content: Encourage customers to share their purchases — social proof at scale.
"In social commerce, the best ad doesn't look like an ad. It looks like content your friends share."
iabco helps brands build social commerce strategies that integrate with their e-commerce backend, from Instagram Shop setup to TikTok For Business campaigns that convert.