In 2025, expect social commerce (which allows purchases to occur directly on social platforms) to increase in popularity.
Social media has evolved beyond just connecting people—it is now an integral part of the buying journey. People are actively seeking out information about products and services on social media and are even making purchases directly through social channels.
This evolution in social media is fueled by the massive amount of time people spend on social platforms. According to Statista, people average 2.4 hours per day on social media sites such as Facebook, Instagram, TikTok and others.
This article is part of a series that examines major digital marketing trends that franchise systems should be aware of in 2025. Check out our other articles in the series:
- How Generative AI is Changing Digital Advertising for Franchises in 2025
- How Franchise Companies Should Adjust their SEO Approach in 2025
- What Franchise Companies Need to Know About Voice Search in 2025
- Video is a Must-Have Marketing Tool for Franchise Companies in 2025
- Influencer Marketing for Franchise Companies is Going “Nano”
- Franchise Marketing Data Privacy Update for 2025
- How Franchise Companies Can Capitalize on Social Search in 2025
Social commerce combines social media with ecommerce, allowing purchases to occur directly on social platforms. It enables consumers to discover products, connect with a brand’s community, and shop seamlessly without leaving the platform, ensuring an uninterrupted customer experience.
According to eMarketer, US retail social commerce sales will pass the $100 billion milestone in 2025, representing a 22.4% growth from the prior year. On a global scale, social commerce is expected to reach $2.9 trillion by 2026. Social commerce sales will account for 6.6% of total ecommerce sales in 2024 and are expected to grow to 17% in 2025.
For marketers, the ability to advertise and sell within the same platform simplifies the buying process and offers numerous advantages, such as direct customer access, clearer insights into return on ad spend, and opportunities to leverage peer recommendations and the creator economy.
Social commerce thrives on inspiration, trends, and driving demand for products users may not have initially considered. Unlike traditional ecommerce, where shoppers often search with specific items in mind, social commerce excels at promoting discretionary products like fashion and beauty items.
While younger generations who are more accustomed to digital spaces were the first to adopt social commerce, older generations are now embracing it as social media platforms become increasingly user-friendly. According to eMarketer, more than half (53%) of social buyers are 35 years of age or older.
Shoppers who follow influencers also make up a large social commerce audience. According to Morning Consult, 33% of Gen Zers have purchased a product from an influencer-founded brand in the last year. In addition, a Deloitte study found that Gen Z is more likely than any other generation to purchase a product after watching a review from an influencer they follow.
There are four major social platforms in North America that have well-developed social commerce tools:
Facebook remains the single largest social platform in North America. Due to the size of the audience and variety of ad executions available, Facebook is very effective at driving awareness, engaging interested customers and converting interest into action.
Statista reports that one-third of social commerce buyers prefer to buy through Facebook. Plus, according to an Insider Intelligence survey, some 62% of US social buyers said their most recent social purchase took place on Facebook, with features like Marketplace and Shops facilitating these transactions.
For franchise brands exploring social commerce, starting with a Facebook page is a practical choice. Any Facebook Business account can set up a customizable Facebook Shop—an online storefront where brands can upload an existing product catalog or create one from scratch.
On a brand’s Facebook profile, visitors can browse available products, including sizes, color options, and details, and can directly message brands with questions via Facebook Messenger. When shoppers are ready to buy, they can complete the purchase with Facebook Checkout on the platform, or brands can direct them to an external online store.
Instagram, also owned by Meta, is a powerhouse in social commerce. Studies indicate that nearly 26% of the global population over age 13 uses Instagram, and 70% of shoppers on the platform use it to discover new purchases.
From building brand awareness to enhancing the online shopping experience, Instagram provides brands with a valuable way to reach a broader audience and drive sales.
Instagram Shops enable users to purchase products featured in images and videos across the platform. Like Facebook, Instagram Business accounts can present products through a customizable storefront. Brands can curate collections, and each product in an Instagram Shop catalog has its own page with pricing, a detailed description, and supporting images or videos.
TikTok
TikTok is projected to reach 48.8 million users in the U.S. by 2025, surpassing Instagram’s 48.2 million, despite Instagram’s six-year head start.
However, TikTok users aren’t solely there for entertainment. Approximately 43% of Gen Z users begin their product searches on TikTok, outpacing traditional search methods like Google or Amazon. By 2026, the U.S. is expected to have around 39.5 million TikTok shoppers.
TikTok Shop allows brands and creators to sell products directly to viewers, starting from short videos or livestreams, with the goal of managing the entire buyer journey within the app. A unique feature is the option for users to combine items from multiple brands into a single cart and complete their purchase without leaving TikTok.
However, concerns surround the platform’s in-app shopping feature, TikTok Shop, due to limited adoption by U.S. merchants, a lukewarm response to live shopping, and the possibility of a nationwide US ban. Such a ban would likely have minimal impact on most brands and shoppers, who can redirect their efforts to other marketplaces. Instead, the ban would mostly affect TikTok’s social commerce and live shopping, areas where significant investments have driven growth and user adoption.
Pinterest is both a search engine and a social media platform for images, where users create mood boards, save travel ideas, and—most importantly—discover new products. Every month, over 465 million people use Pinterest to gather inspiration and research items.
Interestingly, a large majority (97%) of searches on Pinterest are unbranded, and 31% of U.S. users have a household income exceeding $100,000. When merchants upload product listings from their online stores to Pinterest, they can reach potential customers who may not yet know about their products but have the income to make discretionary purchases.
Pinterest’s unique approach to social commerce, focused on inspiration, discovery, and shopping, sets it apart from other social platforms. Its impact on the buyer’s journey, along with new features and engagement strategies, makes it a strong asset for businesses. The platform provides a distinctive space to inspire, engage, and convert a diverse audience, making it a strong consideration for any brand interested in exploring social commerce.
Many franchise systems find implementing social commerce to be complicated due to the decentralized nature of the franchise business model. Depending on how the company is set up, it is often the case that sales generated in a particular territory are owed to the franchisee that owns that territory.
Despite the challenges, social commerce is too large an opportunity to be ignored. We recommend starting small to test the opportunity and fine-tune the approach. Create one “shop” to test your setup and consumer adoption. Based on learnings, adjust your approach and develop a strategy to roll the idea out throughout your network.
Interested in learning more about the topics presented in this article and other franchise digital marketing trends for 2025? Be sure to download our guidebook here.
Check out the other articles in our series below:
- How Generative AI is Changing Digital Advertising for Franchises in 2025
- How Franchise Companies Should Adjust their SEO Approach in 2025
- What Franchise Companies Need to Know About Voice Search in 2025
- Video is a Must-Have Marketing Tool for Franchise Companies in 2025
- Influencer Marketing for Franchise Companies is Going “Nano”
- Franchise Marketing Data Privacy Update for 2025
- How Franchise Companies Can Capitalize on Social Search in 2025
