E-commerce and DTC startups will die a fast death, if they don’t adapt to live social commerce.
Why?
Social media platforms are becoming marketplaces for selling products. Business accounts on social media are collaborating with micro influencers to promote their products. And social platforms are enabling such brands with more features and visibility.
Features like Instagram’s in-app checkout and shopping space, YouTube’s Merchandise Shelves and Super Chat, and more are helping creators and brands sell products while engaging their communities.
Curious what social commerce and team purchasing actually looks like? 👀
— Chris Cantino (@chriscantino) November 17, 2020
I translated screenshots from Pinduoduo, China’s fastest-growing ecommerce startup.
#1 App home page
#2 Live broadcast
#3 Product detail/team purchase page pic.twitter.com/fgyYdkmqWR
What is social commerce?
It is a way of selling products to customers on social media platforms, without having them to leave the platform. It is a faster and more personalized sales funnel.
Imagine an online digital mall, that sells exactly what you prefer to buy, matching your taste. And the heart of it’s functioning is short, live video content. Apps like TikTok, Instagram, YouTube, and Pinterest are at the center of this new wave, bringing a new wave in ecommerce.
New social commerce platforms are rising too, empowering brands, startups, and solo creators to sell directly to their customers.
Social Commerce is the future of online retail.
To make it work, you need 4 parts:
- Audience building though your unique content
- Influencer and brand partnerships to boost your visibility
- A buying experience that is as easy as liking a picture or sharing a post with your friend
- Live stream shopping events
It's #SinglesDay in China and I want to show you what the livestreaming shopping experience is like. It's a huge trend and Alibaba says they've seen this grow massively. This is Alibaba's Taobao app. And this is how some people shop. $BABA pic.twitter.com/qWKNv90iEg
— Arjun Kharpal (@ArjunKharpal) November 11, 2020
"The online market gives everyone an opportunity to make money if they do it right. Look at me I make millions within few days,“ says Anurak Saruethai, a seafood seller from Thailand pic.twitter.com/8AxbkMJQOr
— DW Business (@dw_business) July 14, 2019
If you want to understand the developments in the short video, live streaming and social commerce industry, you have to read stories like these https://t.co/ESndx3kpiQ
— Fabian Bern 法比安 (@iamfabianbern) December 4, 2020
Social commerce for startups: Why Do It NOW?
The wave is new. If you’re an ecommerce or DTC startup, you need a customer base that keeps coming back to you — recurring revenue. Conventionally, it’s very difficult to crack a product-market fit which ensures a set amount of retained customers who’d bring you that recurring revenue. You’d fail a lot in the beginning, which is natural, given the noise out there.
With social commerce as a growth machine for your ecommerce startup, the following things become super easy:
- A/B testing - because sellers can get instant feedback on the products, while live streaming
- R&D - the audience that tunes into your live streams like your brand, they’d be more willing to answers your research-oriented questions faster with more authenticity.
- Marketing - Generating high-quality leads through live streamed content is a huge bonus for any startup. Since buyers are getting their needs met right there, marketing can be used in the post-sales experience and engagement to upsell products.
- ROI-driven Moment Marketing - If you’re a startup that looks for events and occurrences to create your brand’s noise and get audience, social commerce is a step further in that.
1 of the Social Commerce formulae to use:
Curated and original content put out daily which customers find useful [Instagram or YouTube, or TikTok]. + A good base of online partners who increase the reach of your posts + Regularly held live video shopping sessions where customers get exclusive deals, products and discounts.
Social Commerce is already getting started.
— Jonny Hee (@HeeJonny) December 21, 2020
Long $pins $etsy $shop $api https://t.co/MLpp1TWlmE
Which startups can use social commerce?
- Startups and Farmers selling farm to table and fresh produce products — vegetables, exotic fruits, meat and dairy
- Clothing brands, textile producers — there are huge opportunities for Indian startups who have an audience on social media, and are regularly making entertaining content

- Beauty and healthcare brands
China's Tmall Embraces U.S.-Made Hemp Beauty Line @hempathyliving https://t.co/8wAf4rG3tq with #Yooma partnership #Alibaba #ecommerce pic.twitter.com/CTmJYmes0W
— Yooma Lifestyle (@YoomaLifestyle) November 25, 2020
- Luxury brands like Gucci are also beginning to use social + live commerce.
Next-Gen Digital Commerce
— Felix Mbugua (@MbuguaFelix) November 25, 2020
Leading brands and marketplaces are leveraging technology like virtual reality, live-streaming and video capabilities, and social commerce integrations to build supportive, captivating and connected digital shopping experiences.https://t.co/EaIloU1QUj
DRAWING OPEN: https://t.co/SEutdl0oK4
— NTWRK (@NTWRKLIVE) January 30, 2021
Enter now for a chance to secure a pair the Chunky Dunky SB now on #NTWRK. Entry is free, only winner will be charged $1 pic.twitter.com/Xl3F1Eotut
- Handmade products
❤️️ ❤️️LOVE IS IN THE AIR ❤️️ ❤️️
— NTWRK (@NTWRKLIVE) February 2, 2021
VALENTINES DAY x #LEFTYOUTTHERE PRINT DROP EXCLUSIVELY ON NTWRK
Available now: https://t.co/4yS7lKbAyW pic.twitter.com/MfImRSOzsp
- Food as lifestyle brands
Try these Chicken Tikka Masala Naan-Chos for a Tasty twist on @DeepIndianKitchen's ready to eat meals! 😋
— Tasty (@tasty) October 19, 2020
Get free 2-day shipping on all orders + use promo code BUZZFEED25 for 25% off your entire order at https://t.co/nnU92vr4uv #paidpartnership pic.twitter.com/rdelyM5JcB
Look at these freshly harvested Turnips! 🌱 Turnips taste a little bit sharp, but cooking them in the oven can mellow the flavour, making it more tender 😋 Order by 1pm Tuesday for delivery on Thursday! 🛒#environment #sustainability #TendRevolution #sustainable #food pic.twitter.com/AG9Bsx2wzg
— Tend (@TendRevolution) February 15, 2021
Tis true! ✨🎃🍁✨ https://t.co/jcdOhEmLZV
— Califia Farms (@CalifiaFarms) October 1, 2020
Here are fruity love ideas in case you forget to buy a #valentines day gift pic.twitter.com/d8X0b4de8z
— SOWETO FOOD & LIFESTYLE (@SOWETO_food) February 13, 2021
Really excited to be able to host our Soweto Bicycle Experiences again via @book_ibhoni 🚴🏾♂️📚🇿🇦 pic.twitter.com/SbEXDXMBwG
— The Bicycle Entrepreneur (@Mpumi_Mtintso) February 13, 2021
- Education startups - those putting out highly actionable tutorials for their niche audiences
Top tips - keep it simple. #startup #techstartup #entrepreneurship #startupeducation #entrepreneureducation #hampshirebusiness #remotelearning #startupdisruptors pic.twitter.com/G59kux7P4n
— StartUp Disruptors™️ Entrepreneurship Education (@SolentDisruptor) February 18, 2021
E-commerce in India and in South East Asia are world apart. social commerce in SEA gives you feel like you are in live market where shop owners are pitching you to buy.
— Sandeep Tomar (@TomarSandeep16) November 12, 2020
All the above categories are exploding with content. And short-video and live shopping experiences are becoming easy to create.
a16z.com’s article shows how China is leveraging live video and social commerce for selling products. → The Video-First Future of Ecommerce
Social Commerce Platforms to watch out for
- Meesho - a reseller platform that lets you start your business from home.

- Baaz - a live video shopping platform that lets retailers make online stores and sell

- BrightCove - A video first platform for retail and eCommerce


