How to Turn Scrolling Into Sales in 2025
Your customers aren’t just scrolling—they’re shopping. And if your brand isn’t built to meet them in those moments, you’re handing business to competitors.
Social commerce is no longer a bonus. It’s a baseline.
Today, 82% of consumers use social platforms for product research, and 86% purchase online monthly. The global social commerce market is expected to hit $924.5 billion in 2025, growing at an annual rate of nearly 12%. By 2030, it’s projected to surpass $1 trillion, making up over 21% of global e-commerce sales.
That means while social may drive discovery, many online sales are ultimately made after consumers conduct a Google search. Google Shopping commands 1.2 billion monthly searches and captures 76% of all e-commerce ad spend.
Combining Meta ads with Google Shopping, Paid Search, and YouTube campaigns, one of our clients achieved 66,000 conversions in six months and increased online sales by 237% year-over-year. Their success shows that unified user journeys drive real revenue—not just audience attention.
Yet many brands continue to treat social commerce as optional rather than essential. In 2025, that mindset is a missed opportunity.
What It Takes
Turning social media into a revenue stream takes more than tagging products in posts. Success in social commerce comes from combining platform personalization, touchpoint tracking, ease of user experience and ongoing optimization.
Platform Personalization
Each social platform is its own ecosystem—with its own algorithm and audience. Brands must not only understand where their audiences are, but why they’re there, and create content that meets those expectations.
- Facebook: 64.6 million buyers, consuming community content and converting through personalized discovery and relevant retargeting
- TikTok: 47.2 million buyers, consuming spontaneous, trend-driven content and converting through authentic, impulsive endorsements
- Instagram: 46.8 million buyers, consuming curated, aspirational content and converting through influencer partnerships and lifestyle inspiration
Understanding who is on each platform is also essential. Gen Z prefers YouTube (70%) and TikTok (55%), while Millennials, who represented 33% of social commerce spending in 2024, favor Facebook (52%).
This generational divide also impacts influencer strategy. Gen Z looks for authentic, unpolished collaborations, while Millennials are more persuaded by social proof and practical product showcases.
Without platform-specific strategies, brands waste budget and miss the opportunity to meet their audiences in the moments that matter. Those who prioritize personalization will be the ones turning their social presence into a profit center.
Touchpoint Tracking
Tracking social commerce success isn’t as simple as counting clicks or conversions. Today, a customer’s path to purchase is more complex than ever. For example, they could scroll past your product on TikTok, engage with it again on Instagram, and finish the transaction following a Google search. Without advanced tracking, it’s easy to attribute the sale solely to that last step.
Multi-touch attribution maps the entire course to conversion, tracking the influence of each touchpoint—so you can concentrate on the efforts that actually impact sales.
By regularly assessing performance across platforms, we adjust tactics to better understand how different platforms work together to drive results. This approach prevents costly missteps, like cutting campaigns that build brand awareness but don’t directly close sales.
When you recognize every touchpoint’s role in your social commerce sales, you attain the clarity essential to optimize campaigns and outpace competitors.
Ease of User Experience
Convenience is key in social commerce. Consumers expect instant gratification—and brands that create seamless experiences win more business. This includes optimizing for small screens, where more than 70% of social commerce sales are made—making speed and simplicity essential.
Moreover, to keep customers moving from cart to confirmation, brands are best served by safe, streamlined payment options—like one-click checkout and digital wallets—that make buying easy. Clear return policies and responsive customer support are also imperative, as these factors build lasting brand loyalty.
But it’s about more than making the purchase process easy. The entire brand experience—from first scroll to follow-up service—must feel unified.
Winning social commerce means thinking beyond the first click. It’s about creating an end-to-end experience so seamless, customers won’t hesitate to buy—and buy again.
Ongoing Optimization
In social commerce, standing still is falling behind. Regularly refining your paid and organic content keeps your brand ahead of changing trends, algorithms and buyer behaviors.
Weekly optimizations enable us to catch underperformance early and double down on what’s working, ensuring campaigns evolve accordingly.
Organic content plays a crucial role in this process. It allows us to experiment with creative concepts and cultural cues, then use those insights to inform both content planning and paid content amplification—so ad spend prioritizes strategies that are already performing.
By continuously testing and refining campaigns, brands can maximize ROI and avoid wasted spend. The ability to react swiftly to real-world events and platform shifts is a competitive advantage, enabling brands to capitalize on trending topics and algorithmic preferences before others catch on.
When brands embrace ongoing optimization, constant change stops being a challenge and becomes a competitive advantage.
Where to Win
Social commerce isn’t slowing down, and brands that delay enhancing their efforts may struggle to maintain their share of business in an increasingly competitive e-commerce landscape.
With more advertisers in the mix, social media sites like Meta and TikTok are seeing increasing costs. In June 2025, Meta’s average cost-per-thousand impressions (CPM) rose to $8.17, up 15% from the previous year.
Without a smart strategy, brands risk paying more for less.
But with the right partner, the pressure of social commerce’s fast pace becomes a powerful catalyst for business sales.
The objective isn’t just to match your competitors’ momentum. It’s to set the standard—and we’re here to help you do it.
