How will social commerce change the market?
Social commerce is becoming one of the most important trends in the digital economy. It is not merely a combination of social media and e-commerce; it is reshaping how businesses reach customers, how consumers make purchasing decisions, and how markets operate.
Below are 10 in-depth arguments analyzing how social commerce will transform the market in the coming years.
1. What is Social Commerce and why is it booming?
Social commerce refers to the practice of selling products directly on social media platforms such as Facebook, Instagram, TikTok, or Zalo. Unlike traditional e-commerce, where users need to visit a website or marketplace, social commerce enables the entire shopping journey to take place within the social media app itself.
The rapid growth of social commerce is driven by changes in consumer behavior. Today’s users spend a significant amount of their time on social media, where they not only seek entertainment but also stay informed and interact with brands. When shopping is seamlessly integrated into this experience, the barriers to purchase are almost completely removed.
In addition, advancements in livestream technology, short-form video, and AI-powered content personalization have made social commerce more engaging and effective. Consumers are no longer just “viewing ads” but are actually “experiencing products” through real people and authentic stories.
As a result, social commerce is not just a passing trend it is becoming a core component of the modern commerce ecosystem.
2. Purchasing behavior shifts from search to discovery
One of the most significant changes brought by social commerce is the shift from search-based shopping to discovery-based shopping.
In the past, consumers typically had a clear need and actively searched for products on Google or e-commerce platforms. However, with social commerce, they can unexpectedly discover products through videos, posts, or livestreams.
This fundamentally transforms the customer journey. Instead of following the traditional AIDA model (Attention – Interest – Desire – Action), users can be attracted and make a purchase almost instantly after just a few minutes of consuming content.
As a result, businesses can no longer rely solely on keyword optimization or product SEO. They must focus on creative content, storytelling, and emotional engagement. Interestingly, this element of “serendipitous discovery” has become a powerful driver of revenue growth.
3. Hyper-personalized shopping experiences
Social commerce leverages user behavior data to deliver an unprecedented level of personalization in the shopping experience. Social media algorithms can deeply understand users’ preferences, habits, and even emotions based on what they watch, like, comment on, or share.
As a result, each user is presented with a “personalized storefront” tailored specifically to them. Content, products, and advertisements are all optimized to maximize conversion rates.
This not only helps businesses sell more effectively but also makes the shopping experience feel more “natural” and closely aligned with individual needs.
However, this also raises concerns about privacy and how companies use data transparently. In the future, brands will need to strike a balance between personalization and data protection in order to build long-term trust with consumers.
4. The rise of KOLs, influencers, and individual sellers
Social commerce has made it possible for anyone to become a seller. Without needing a website or a physical store, individuals can build a brand and generate income with just a social media account and the ability to create engaging content.
KOLs (Key Opinion Leaders) and influencers have become crucial bridges between brands and consumers. Increasingly, people trust the individuals they follow more than traditional advertising.
This shift is redistributing power from businesses to individuals. A single influencer can generate massive sales sometimes worth billions of VND through just one livestream session.
As a result, companies need to rethink their marketing strategies, moving from a brand-centric approach to a creator-centric one, where content creators play a central role in driving engagement and sales.
5. Livestream selling becomes a “core sales channel”
Livestreaming is no longer just a supporting tool it is rapidly becoming one of the most powerful sales channels in social commerce. This format blends entertainment with selling, increasing both engagement and customer trust.
During livestreams, sellers can showcase products in real time, answer questions, address concerns, and create a sense of urgency through limited-time offers.
The psychology of FOMO (fear of missing out) is strongly triggered, making viewers more likely to make quick purchasing decisions.
In many markets, livestream sales already account for a significant share of total e-commerce revenue. This demonstrates that livestreaming is not just a trend, but an essential component of future sales strategies.
6. The line between content and advertising is blurred
Social commerce is blurring the boundary between entertainment content and advertising. A TikTok video, for example, can simultaneously serve as engaging content and an effective sales channel.
Consumers no longer feel like they are being “sold to” in a forced way. Instead, they willingly absorb product information through content they genuinely enjoy.
This shift requires businesses to rethink their approach. Rather than relying on direct advertising, they need to create content that is valuable, engaging, and aligned with the culture of each platform.
Brands that succeed in social commerce are those that can tell compelling stories, set trends, and build emotional connections with their audiences.
7. Accelerating the purchase decision cycle
Social commerce significantly shortens the time from customer awareness to purchase. By integrating every step from discovery and evaluation to payment the entire process can happen within just a few minutes.
This creates strong pressure on businesses to optimize the user experience. Every element content, visuals, pricing, and reviews must be carefully prepared to capture the “golden moment” when customers are ready to buy.
At the same time, faster decision-making increases the likelihood of impulse purchases driven by emotion. While this creates major opportunities, it also brings risks such as higher return rates or customer dissatisfaction if products fail to meet expectations.
8. Creating opportunities for small businesses and individuals
Social commerce creates a more level playing field for small businesses and individual sellers. Without requiring large budgets, they can still reach millions of potential customers through creative content.
This reduces barriers to market entry and encourages greater diversity in products and services. Smaller brands with unique stories and compelling content can compete directly with large corporations.
However, competition also becomes more intense. Businesses must continuously innovate and stay creative to capture and retain customer attention.
9. Transforming marketing and sales strategies
Social commerce forces businesses to integrate marketing and sales into a unified approach. Content is no longer just for attracting attention it must also drive conversions.
Strategies such as content marketing, influencer marketing, and performance marketing need to be closely aligned to maximize effectiveness.
In addition, businesses must invest in technology, data, and team training to adapt to this new environment.
10. The future of the market: “Shopping as an experience”
In the future, shopping will no longer be just a transactional activity it will become an interactive and entertaining experience. Social commerce will continue to evolve with deeper integration of technologies such as AI, AR/VR, and omnichannel commerce.
Consumers will have higher expectations: personalized experiences, real-time interaction, and engaging content. Brands that fail to adapt to these changes risk being left behind in an increasingly competitive landscape.
Conclusion
Social commerce is not only changing the way products are sold it is redefining the entire market. From consumer behavior and marketing strategies to competitive structures, everything is undergoing a significant transformation.
Businesses that embrace this trend early will gain a strong advantage in the race for growth. Conversely, those that fail to adapt may be left behind in an increasingly dynamic and highly competitive marketplace.
