Research has revealed that nearly a third of global consumer brands have no social commerce strategy in place despite the growing importance of social shopping platforms.
The study of senior marketers at 70 global consumer brands found that while 70% have implemented social commerce strategies, significant gaps remain in how businesses approach social selling and community engagement.
Instagram emerged as the dominant platform for social commerce, with 40% of brands using it as their primary channel – ahead of owned e-commerce platforms at 34%. The photo-sharing app’s influence extends beyond commerce, with one in four marketers planning to allocate at least 25% of their 2025 marketing budgets to the platform.
Patricia Aragón, Global Director of eCommerce Emerging Solutions & Innovation at SAMY Alliance, said: “The fact that nearly a third of consumer brands admit to lacking a social commerce strategy when you can see the growth of platforms like TikTok Shop is astounding.”
The research highlighted shifting consumer search behaviours, with social platforms gaining ground on traditional search engines. While Google remains the primary destination for brand searches at 86%, Instagram (70%) and TikTok (44%) are becoming increasingly important discovery channels.
Short-form video content appears central to marketers’ 2025 plans, with 69% believing Instagram Reels will gain prominence, closely followed by TikTok videos at 66%. These statistics reflect a broader trend towards ‘shoppertainment’ – the fusion of entertainment and commerce.
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