Today’s shoppers spend upward of two hours on social media daily, interacting with influencer posts, brand content, and ads. Ecommerce businesses can use features on these social selling platforms to market and sell to these shoppers by meeting them where they are.
Thanks to social selling, social commerce is predicted to make up 20% of total ecommerce sales this year. Data indicates that even business-to-business (B2B) buyers use social media to help them make purchase decisions.
Here, learn the benefits of social selling—and which social selling platforms are available on Shopify.
What is social selling?
Social selling is a sales strategy that involves engaging with potential customers through social media platforms, connecting with relevant audiences, and building relationships. Some examples of social selling platforms include Facebook, Instagram, LinkedIn, TikTok, Pinterest, and YouTube.
It departs from the traditional advertising and sales process by promoting direct interactions between businesses and customers. Social selling involves publishing posts, replying to comments, and live selling on livestreams to build trust with potential buyers.
How does social selling work?
Start by setting up branded accounts on the biggest social media platforms, or consider partnering with social media influencers in your niche who already have an audience.
The key to successful social selling is to create content that resonates with a hyper-specific target audience. Your content should demonstrate that your business shares your customers’ perspectives and values. Remember, it’s not just about posting, but also about engaging. Join conversations, follow trends, and respond to direct messages to keep your brand top of mind.
Your aim should be to build an ongoing relationship with potential buyers. Social selling isn’t just about making sales; it’s also about lead generation and the wider growth of your brand.
What are the benefits of social selling?
There are three major benefits to embracing a social selling strategy:
1. Social selling opens new market opportunities
Buyers (particularly those in younger generations) who spend more time on social media are more likely to engage with content posted on platforms. They’re also more likely to call social media an important factor in making a purchase. That’s why social selling is a reliable sales funnel for brands hoping to reach these customers.
2. It teaches you about your customers
A key aspect of social selling is social listening, the process of monitoring social media to learn more about customer preferences and behaviors. Marketing teams monitor how consumers engage with social posts and what content gains traction in comment threads.
Sales teams can monitor public discussions about your products or services for opportunities to join the conversation. If users are reporting issues or have questions about your product, you may be able to offer live support.
Even if social media conversations don’t directly mention your business, active social listening provides a way to keep up with trending topics and gives you options for appearing in user timelines. This is a great way to build out your social selling strategy because you know exactly what your audience wants.
💡 If you have an engaged social media following, why not ask them directly for their opinions? Most social platforms have survey tools that you can use to gauge customer interest in potential product updates or new launches. This can improve your social selling efforts.
3. It builds your brand equity
Whether you’re promoting your company or your personal brand, social selling lets you play the long game and build relationships with your target audience.
Both individuals and B2B clients prefer retailers with whom they have an existing relationship. Start by posting meaningful content and engaging in sincere discussions. In time, you’ll build a positive reputation among your target audience.
Free Social Media Toolkit
Boost your engagement and grow your audience with this free toolkit. Get templates, best practices, and tips to help you create compelling content that engages and converts.
How to use social selling platforms effectively
Use these tips to make the most of your social selling efforts:
Identify your target audience
Before you start posting or engaging, get crystal clear on who you’re trying to reach. Ask yourself:
- Who are your ideal customers?
- What problems do they have?
- Where do they hang out online?
Social selling works best when you focus on people who need what you offer. For example, if you’re selling B2B software, LinkedIn might be your best bet. If you’re a visual brand, Instagram or Pinterest could be stronger.
Take the time to research, listen to conversations in your industry, and refine your messaging based on what resonates. The more specific you are about your audience, the easier it is to connect with them in a meaningful way.
Create engaging content
People don’t log onto social media to be sold to. They log on to learn, be entertained, and connect. Your content should fit into that flow while subtly positioning you as the go-to expert in your space.
To improve your odds of triggering engagement, try these formats:
- Industry insights. Break down trends and news in terms your audience can understand and apply.
- Personal stories. Share your own challenges and learning moments.
- Behind-the-scenes. Show your process, introduce team members, or reveal how products are made.
- Customer success stories. Real results speak louder than promises (with permission, of course).
Different platforms also favor different formats, and your audience consumes content in various ways. Experiment with these different content types to see what resonates best with your audience:
- Short, pointed text posts for quick tips and questions
- Video content for demonstrations or personal messages
- Image carousels for step-by-step guides or multiple points
- Polls and questions to gather direct feedback and boost engagement
- Live sessions to answer questions and showcase your expertise in real time
Build relationships
Social selling is a game of give and take. You don’t want to bombard your audience with sales messages. Instead, work on building relationships so customers keep coming back.
The easiest way to do this is to invite conversations and engage in them earnestly.
Here are some ideas to try:
- Post thought-provoking questions related to your industry.
- Share controversial (but professional) opinions and ask for feedback.
- Create polls about common challenges your audience faces.
- Tag relevant connections when sharing insights they might find valuable, but do this sparingly and authentically.
- Re-share pictures and videos that your audience shares (with permission).
Leverage analytics and insights
Most social platforms offer built-in analytics, showing you which posts get the most engagement, which messages lead to conversions, and where your audience is most active.
Use this data to fine-tune your approach. Are people engaging more with your video content? Post more of that. Are your DMs leading to sales? Double down on outreach. Track trends, test different content styles, and adjust based on what moves the needle.
10 popular social selling platforms available on Shopify
- TikTok
- Facebook & Instagram
- CED
- InstaShop
- Google & YouTube
- Instafeed
- Sales Navigator
- Live & Shoppable Videos
- TagEmbed
Here are 10 popular social selling platforms on the Shopify App Store that integrate with your ecommerce platform:
1. TikTok
Target the #TikTokMadeMeBuyIt hashtag with the TikTok app for Shopify, made by TikTok. Use the app to create and manage ads on the platform and sync your Shopify store with activity on TikTok Shop—the platform’s internal selling tool.
Pricing: Free to install. Pay only for the ads you place.
2. Facebook & Instagram
The official Facebook & Instagram app for Shopify lets you connect your store to both social media platforms and manage orders from your Shopify admin dashboard. You can set up in-app shopping (including checkout), add data-tracking pixels, and create ads. The app also provides insights into your top-performing content and products to help you stay focused on your strengths.
Pricing: Free to install. Pay only for the ads you place.
3. CED
CED - Facebook Feed & Ads by CedCommerce is a popular third-party app in the Shopify App Store. It syncs your Shopify store with Facebook, Instagram, and other social sites, taking advantage of how Meta has unified selling across its two platforms. The app lets you do everything from planning marketing campaigns and collecting data to conducting sales and monitoring inventory.
Pricing: Upload up to 100 products to Facebook Catalog for free. Paid plans with more listings start at $10/month.
4. InstaShop
InstaShop Instagram & Facebook by DolphinSuite is a third-party tool designed to let customers shop and pay without leaving Instagram and Facebook. When selling on Instagram, use this app to add a call-to-action to your posts, schedule content, and automate replies.
Pricing: Free to install the Shoppable Post Scheduler. For shoppable posts and stories, paid plans start at $10/month.
5. Pinterest
Pinterest’s official Shopify app lets you connect your Pinterest account with your Shopify store and post product pins—the platform’s integrated ads. You can sync your entire product catalog through the integration to make every product pinnable.
Pricing: Free to install. Pay only for the ads you place.
6. Google & YouTube
Google & YouTube by Google is a Shopify app designed to facilitate social selling across Google Search and YouTube videos. Using the app, products from your Shopify store are synced with Google for Retail, so they can be featured on Google shopping listings and under relevant videos.
Pricing: Free to install. Only pay for the ads you place.
7. Instafeed
Instafeed by Mintt Studio gives you options for posting content from your Shopify store on Instagram. You can use Instagram Reels, video posts, or still photos to create shoppable Instagram feeds.
Pricing: Free to install. The paid plans start at $6/month and allow you to tag products and collections, among other features.
8. Sales Navigator
Sales Navigator by LinkedIn provides access to the Social Selling Index—LinkedIn’s proprietary profiling tool for canvassing its large user base of employees and companies.
Pricing: Contact LinkedIn to request a demo or start a free trial.
9. Live & Shoppable Videos
The Live & Shoppable Videos: Ch.io app by Channelize.io integrates live shopping and shoppable videos directly into Shopify stores, creating real-time engagement and building trust with customers. The app offers simulcasting to social media channels, customizable video layouts, and detailed analytics to understand shopper behavior.
Pricing: Plans start at $97/month following a 14-day free trial.
10. TagEmbed
Instead of bringing your Shopify storefront to social media, add social content to your web store with Google Reviews & Social Proof by TagEmbed. The app lets you embed social media feeds and Google customer reviews into your website to increase social proof.
Pricing: The free plan allows for one feed and five sources. Paid plans start at $11/month and offer more capabilities.
How to choose the best social selling platforms for your business
It’s tempting to choose the most popular social selling platform, but that’s not always the best fit for your audience, business, or the way you sell. Here’s how to make the best choice for your business:
Assess your target market
Before you even look at platform features, start with the basics and ask, where are your customers spending their time? The best social selling platform is where your audience is already active and engaged. Consider:
- B2B vs. B2C. If you sell to other businesses, LinkedIn might be your best bet. If you’re reaching everyday consumers, Instagram, Facebook, or TikTok could be stronger choices.
- Demographics. Different platforms attract different age groups. If your target market skews younger, TikTok and Instagram might be better than Facebook. If you sell to professionals, LinkedIn is a no-brainer.
- Buying behavior. Do your customers prefer researching purchases extensively before making a decision? They might engage more with long-form content on LinkedIn or YouTube. Are they impulse buyers? Instagram and TikTok can drive quick sales with engaging short videos.
The easiest way to figure this out is to ask your customers where they hang out online, check your existing social media analytics, and look at where your competitors are getting engagement.
Evaluate platform features
Once you know where your audience is, you can look at what each platform actually offers. Not all social selling platforms offer the same feature set, so you need to find one that supports your specific needs. Consider:
- Shoppable posts and direct sales. Instagram, Facebook, and TikTok all have built-in shopping features. If you want customers to buy directly from your posts, these are worth considering.
- Messaging and relationship-building. LinkedIn and Facebook are great for direct outreach and networking, while Instagram DMs and WhatsApp integrations can help build customer relationships.
- Advertising and targeting. Some platforms offer better ad targeting than others. Facebook and Instagram have powerful ad tools, while LinkedIn is strong for B2B lead generation. TikTok ads can be great for brand awareness but might not drive direct sales as easily.
- Content formats. If you create long-form thought leadership, LinkedIn or YouTube will work better than TikTok. If you’re great at short, engaging video content, TikTok and Instagram Reels are a better fit.
Consider your brand’s goals
Are you looking to get more visibility? More sales? Stronger customer relationships? Your goals will influence which platform makes the most sense.
If you want brand awareness, TikTok, Instagram Reels, and YouTube Shorts can help you get in front of new audiences quickly. If you want more direct sales, Instagram Shopping, Facebook Marketplace, and TikTok Shop let you sell straight from your content. If you want to nurture leads, LinkedIn, Facebook Groups, and Instagram DMs let you build connections and warm up potential customers.
Analyze competitor strategies
You don’t need to reinvent the wheel. Take a look at what’s already working in your industry.
- Where are your competitors active? If every major competitor is crushing it on Instagram but ignoring LinkedIn, that tells you something.
- What type of content gets engagement? Are their posts getting comments and shares, or are they mostly ignored? High engagement means that the platform is working for them.
- Are they using paid ads? If your competitors are running a lot of ads on a specific platform, they’ve likely tested and found it profitable.
- What gaps can you fill? Maybe everyone in your space is focused on Instagram, but LinkedIn has less competition. That could be an opportunity.
Studying what’s working (or not working) for others can help you make smarter decisions without wasting time on trial and error.
Social selling platform FAQ
Is social selling the same as MLM (multi-level marketing)?
No, social selling and MLM (multi-level marketing) are completely different. Social selling is about using social media to build relationships and sell directly to customers, while MLM relies on recruiting others into a sales network to earn commissions from their sales.
What is the #1 most used social media platform?
As of 2024 data, Facebook remains the most used social media platform worldwide, with more than three billion monthly active users. However, platforms like YouTube, Instagram, and TikTok are growing fast, especially for younger audiences.
What are examples of social selling?
Social selling is a form of online sales that occurs on social media and platforms that host user-generated content. When you sell products on social media, you’re social selling. You can also use these platforms to build your brand’s reputation and steer potential customers to your website.
How does someone start social selling?
To start social selling, create business accounts on leading social media platforms like Facebook, Instagram, TikTok, and LinkedIn. Many platforms will let you sell products directly, but you can also choose to direct customers to your own website. Social selling tools integrate your online store with social sales channels, so you can manage everything from one place.
Social selling involves consistently posting content that engages your target customer base. Participate in comment threads, reply to direct messages, and partner with influencers to promote your products.
What are the 5 Cs of social selling?
The 5 Cs of social selling are:
- Create: Build a brand that showcases the uniqueness of your products. This is the first step in attracting potential customers to your profile.
- Connect: Engage with the right audience. Use native or third-party social media analysis tools to find potential customers, influencers, and other relevant accounts.
- Content: Share valuable, relevant content. Creating high-quality content helps establish your authority in your field.
- Converse: Interact with your followers by responding to comments, answering questions, and participating in discussions. This helps to build consumer trust.
- Convert: Turn social media interactions into sales. Once you’ve built relationships and established trust, guide your prospects through your sales funnel.
