What's one thing you wish you had known about social commerce when you first started out? What advice would you give to your past self?

Question

Social commerce is revolutionizing the way businesses connect with customers online. This article delves into crucial lessons for success in this dynamic field, drawing from the expertise of industry leaders. Discover how to transform your social media presence into a powerful sales engine while building authentic relationships with your audience.

Mark Yeramian · Answer

One thing I wish I had known about social commerce when I first started out is just how crucial it is to make the shopping experience as seamless as possible on social platforms. At the beginning, I focused a lot on driving traffic from social media to our website, but I didn't fully realize how important it is to let people shop directly within the platforms they're already using.
Now, I would tell my past self to prioritize setting up shoppable Instagram and Facebook posts early on, and to integrate those platforms with our e-commerce site as soon as possible. The more frictionless the experience, the better. Consumers want to be able to scroll through a product post and buy without ever leaving the app—if you're not offering that convenience, you're losing out.
My advice? Don't treat social commerce as just a traffic driver. Think of it as a full sales channel, and make it as easy as possible for people to purchase directly on social media. You'll see much better results in terms of both conversions and customer engagement.

Vrutika Patel · Answer

If I could whisper one truth to my past self about social commerce, it would be this: your customers aren't just buyers—they're your most powerful marketing force. When we first ventured into social selling, we obsessed over perfect photography and polished captions. Yet our breakthrough came when we simply showed behind-the-scenes footage of our fishermen bringing in the morning catch. These authentic glimpses into our "fresh only" commitment sparked a 63% increase in engagement and a 41% rise in conversion rates.
The real magic happened when customers began sharing their cooking experiences with our fresh seafood. Their unfiltered enthusiasm did what no advertising could—it built credibility and created a sense of belonging around our brand.
My advice to business leaders: don't try to control every conversation. Instead, create spaces where passionate customers can tell your story for you. In social commerce, community isn't just nice to have—it's the difference between transactional relationships and genuine brand advocacy.

Kirti Poonia · Answer

When launching Caimera, I became obsessed with creating technically perfect AI fashion images. I spent months fine-tuning our algorithms to render fabrics and lighting with unprecedented realism. Yet our early social commerce conversion rates were disappointing despite these technical achievements.
The breakthrough came when we shifted our focus from isolated product perfection to contextual storytelling. We began creating AI-generated lifestyle scenes showing products in authentic usage moments rather than pristine standalone shots. A luxury handbag client's social commerce conversion jumped 83% when we replaced their studio-perfect product images with AI-generated scenes showing the bag in relatable settings—at cafes, in offices, on weekend outings. This taught me that social commerce isn't about technical perfection but emotional relevance. The same product with identical technical specifications performs dramatically differently depending on how contextually authentic it appears in a social feed.
I wish I'd known earlier that in social commerce, the setting matters more than the subject. Our most successful clients now use our AI to create entire visual narratives, not just product images.

Natalia Lavrenenko · Answer

I used to think social commerce was all about going viral. Views felt like the goal. However, what I wish I'd known earlier is how much the comment section matters. That's where real feedback lives—what customers liked, what confused them, and what made them hesitate. Once I started reading and replying to every comment, I realized how much insight I was missing by focusing only on video performance metrics.
If I could talk to my past self, I'd say: don't chase the perfect aesthetic, chase clarity. People buy from creators they trust, not the ones with the prettiest feed. Some of our best-converting videos were low-fi, quick takes with honest product reactions. I'd also remind myself to ask for the sale clearly—don't assume viewers will "get it" or click through without a nudge. Social commerce works when it feels like a real conversation, not a pitch.

Debbie Naren · Answer

When I first started Limeapple, social commerce didn't even exist the way it does today. If I could go back, I'd tell myself one thing: "People connect with people, not polished perfection."
Early on, we focused heavily on beautiful imagery and campaign-level production. While visually pleasing, it didn't drive the emotional engagement we needed. It wasn't until we began sharing behind-the-scenes stories, real customer testimonials, and our philanthropic mission in action—such as showing the impact of the meals we donate—that our social engagement started to truly grow.
Now, we prioritize authenticity and storytelling. Whether it's a mom sharing why she trusts Limeapple for her daughter's first swim meet or a reel about how our fabrics are sustainably sourced, we focus on building emotional bridges. That's the core of social commerce.
To my past self, and to other founders: Don't wait until everything is perfect to post. Show your journey. Social commerce is built on connection, not curation.

Alec Loeb · Answer

I wish I had known how critical speed and feedback loops are in social commerce. Social commerce rewards immediacy. What matters is how fast you test, learn, and respond. The market tells you what works, and your job is to stay close to the data, read the signals quickly, and adjust. The polish can come later. Real-time feedback from users is more valuable than internal debates or overthinking creative processes.
I would tell my past self to simplify the funnel. Shorten the distance between awareness and purchase. Make it frictionless. If a customer clicks, they need to land somewhere with context, value, and one clear action. Social platforms shift rapidly. What worked six months ago loses steam. Build a habit of weekly testing, not quarterly planning. Treat each channel as its own ecosystem. The way a product moves on Instagram differs from how it converts on TikTok. Learn those nuances by doing and do not wait to be certain. The most important thing is that you have to move with the market.

Saurabh Kulkarni · Answer

When we began using social commerce at ASM Group of Institutes, I wish I had known that engagement trumps follower count. Initially, we chased large follower numbers across platforms rather than building meaningful connections with our target audience. Our turning point came when we shifted to creating interactive content showcasing student projects and alumni success stories. We created shoppable posts for our certificate programs that allowed direct enrollment through Instagram and Facebook. This change produced remarkable results - application inquiries increased by 32% and program enrollment rose by 27% within just one semester.
The key lesson was understanding that social commerce isn't just about selling; it's about building educational communities. We found success by posting less frequently but with higher quality content that sparked genuine conversations. Had I known this earlier, we would have focused on creating value-driven content that naturally encourages sharing rather than simply promoting course offerings. Social commerce works best when it feels like guidance from a trusted educational mentor rather than an advertisement.

Divya Gugnani · Answer

As a serial entrepreneur who has co-founded five companies and sold three, I wish I had recognized sooner that social media is no longer a broadcast channel but a powerful two-way communication platform. When developing Happy Tears for 5 SENS, we transformed our approach by actively engaging our community through surveys, focus groups, and sending lab samples to gather their ideas and feedback throughout the development process. This collaborative approach created a sense of ownership and anticipation, with our community genuinely excited for launch day because they felt personally part of the journey. My advice to my past self would be to start building this dialogue from day one—treat followers as co-creators rather than consumers, and you'll gain not just customers but passionate advocates. The brands winning at social commerce today aren't those with the largest following, but those fostering the most authentic conversations and making their community feel seen, heard, and valued in tangible ways.

Max Shak · Answer

When I first stepped into social commerce, I underestimated just how different it is from traditional eCommerce. It's not just about selling products through social platforms—it's about understanding the rhythm of engagement, community-building, and trust that drives conversions in that environment. If I could go back, I'd tell my earlier self that in social commerce, the product is secondary to the story you build around it.
Early on, we treated social platforms primarily as traffic sources—places to post and redirect people to our site. What we missed was the opportunity to sell natively within the platform by leaning into content that builds authenticity and interaction. I wish I had understood sooner how powerful short-form video, live selling, and user-generated content can be in building trust and triggering purchase decisions without ever leaving the app.
My advice to my past self would be to obsess less over perfecting polished branded content and focus more on being relatable. Raw, behind-the-scenes content and customer reactions outperform traditional ad creatives when it comes to conversions in social commerce. People want to buy from brands that feel human.
The lesson? Social commerce success isn't just about placing products in front of eyeballs—it's about creating a loop where content, conversation, and commerce feed each other. Had I leaned into that mindset earlier, we could've accelerated growth without as much trial and error. But the learning curve taught us a lot, and now we approach social commerce as a blend of media strategy, community building, and real-time customer feedback.

Vikrant Bhalodia · Answer

When we started using social commerce, we focused too much on follower count. We thought the bigger the audience, the better the sales. That didn't hold true. What we missed was how important real engagement is, especially the kind that doesn't look like a sales pitch.
We stopped pushing posts that felt like ads and instead started sharing quick stories of what someone liked, how a feature helped, or even simple team opinions on tools they use. It felt more natural. People responded. Sales came later, but trust came first.
If we could go back, we'd skip the perfect graphics and polished captions. We'd spend more time listening, responding, and making the content feel like a conversation, not a campaign.

Spencer Romenco · Answer

If I could go back, I would tell myself that short videos make people buy much faster than any static ad ever could. I used to view video as just a way to showcase a brand, but then I realized how people would watch a quick 15-second clip and immediately start exploring things on TikTok and Instagram. A beauty client saw a 42 percent boost in sales just by using a short video with a direct buy button. I've worked with teams doing side-by-side comparisons, and I noticed that the short content always came out on top. The fast mix of movement, sound, and clear action serves as a quick path to conversion. I had no idea how powerful that moment would turn out to be.

Kristin Marquet · Answer

One thing I wish I had fully understood earlier is that social commerce isn't just about selling products—it's about building trust. People don't buy because they see a pretty product post; they buy because they believe you can help them solve a real problem or elevate their lives somehow. If I could go back, I'd tell myself to focus less on perfectly curated content and more on building authentic brand authority—showing the transformation my products and services create. That's what moves people from passive scrollers to paying customers.
Social platforms might drive traffic, but the clarity of your message and the emotional connection you create truly drive conversions.

Soumya Kalluri · Answer

When I launched Dwij, I assumed customers would primarily connect with our sustainability mission through facts and statistics about textile waste. My engineering background led me to focus on technical specifications and environmental impact data.
What I didn't understand was that social commerce thrives on visual transformation stories. After months of modest growth, we shifted to showing the complete journey of each product - from discarded jeans to finished items - through before-and-after photography.
The results were immediate. Our engagement rate increased by 215%, and conversion rates jumped 83% when we showcased the transformation process rather than just the finished products.
Looking back, I would tell my past self: "Show the story, don't just tell it." Each upcycled product carries its own narrative of renewal that resonates far more deeply than environmental statistics alone.
This shift fundamentally changed our approach to every aspect of our social commerce strategy. The emotional connection customers form with products they've watched transform creates brand advocates who share our story organically, expanding our reach far beyond paid channels.

Aleksa Marjanovic · Answer

What I wish I knew about social commerce earlier was how much structure enables creativity. If you aren't using a content calendar, you'll be in a perpetual state of reacting—scrambling to post, chasing the hottest trends, and letting engagement pass you by. It wasn't until I began thinking about content calendar as an editorial strategy rather than an afterthought that things began to change.
I also use a hybrid system I call "CONTENT PACING"—which involves distributing promotional, value-driven, and community-based posts in a pattern to keep the feed dynamic and purposeful. That structure provided me space to feature user-generated content, play with Stories, and be more strategic about product drops. It increased engagement by 35% in three months after we introduced it.
I would tell my past self not to confuse spontaneity with strategy. Treat planning your content like you would an inventory. Your calendar isn't merely a mechanism to schedule time—it's your creative budget. It tells you when to press forward, and also when to take a breath or to stop talking for a second. And keep in mind, people don't follow stores—they follow stories.

Austin Benton · Answer

I wish someone had told me earlier: Social commerce isn't about selling—it's about shortening the gap between inspiration and action.
When we first tried selling speaker engagements and related products via social media at Gotham Artists, I focused too heavily on perfecting the pitch—polished graphics, overly clever copy, aggressive CTAs—and wondered why people weren't converting.
The shift happened when we ditched the hard sell and started spotlighting authentic client wins or behind-the-scenes moments. Suddenly, engagement soared, and conversions followed.
My advice to my past self? Don't sell the product; sell the moment someone realizes they need it. Social commerce works best when it feels effortless—make it easy to go from "That looks interesting" to "I'm doing this right now."

Fahad Khan · Answer

I wish I had realized sooner how much social commerce depends on trust built in the comments, not just the product post. Early on, we spent money promoting polished videos but ignored the questions under them. One customer asked, "Will this work in the Philippines?" and it went unanswered for weeks. We lost sales because we were not present in the conversation. Now, we monitor comment threads like we do support tickets, replying in real-time with tailored answers. The shift led to a 17% lift in conversions from organic posts. If I could advise my past self, I would say treat every comment like a pre-sale inquiry. Social commerce is about showing up where the decision is made. Often, that decision is made in the replies, not the reel.

Daniel Haiem · Answer

One thing I wish I had known about social commerce when I first started out is that people don't buy products—they buy momentum. I used to think posting polished content or a flashy offer was enough. But the truth is, what really drives conversions on social isn't perfection—it's energy. It's consistency, real-time interaction, and making potential customers feel like they're stepping into something already moving.
If I could go back, I'd tell myself: treat social commerce like a live market stall, not a digital billboard. Show up regularly. Respond fast. Create content that invites response, not just attention. People want to buy from businesses that feel alive. The brands that win aren't just selling—they're building micro-movements around what they do.
Also? Make buying frictionless. If someone can't go from seeing your product to checking out in under 30 seconds, you're losing them. Link everything, use in-app tools, and don't make them dig. Momentum dies when the path gets messy.

Oleh Stupak · Answer

As the CEO of Mgroup Shopify Agency, I started experimenting with social commerce and didn't realize how powerful platform-specific storytelling could be. I had thought that engaging product listings would be enough on all platforms, but I've since discovered that each platform—whether it's Pinterest, Instagram, or TikTok—needs its own distinct, genuine story to effectively engage users. Low engagement rates resulted from a generic strategy; early Instagram campaigns only achieved a 1.2% click-through rate, well below industry standards.
I would advise my former self to put more emphasis on audience-centric content than product-centric advertisements. Before launching campaigns, make an investment to learn about the cultural quirks and user behavior of each platform. For example, we later customized trend-driven, short-form videos for TikTok, increasing engagement to 4.8% in just three months. Use Shopify's analytics to monitor conversions and begin with small, data-driven tests to improve messaging. The secret to long-term success in social commerce is establishing trust via value-driven content, such as tutorials or customer stories.

Xin Zhang · Answer

One thing I wish I had known about social commerce when I first started is how essential community engagement is compared to just pushing products. Early on, I treated platforms like mini e-commerce sites, focusing too much on promotion and not enough on storytelling or interaction. I learned that social commerce thrives on trust, authenticity, and two-way communication. If I could advise my past self, I'd say: "Build the brand voice first. Focus on content that connects, not just converts." When we started sharing behind-the-scenes footage, customer setups, and music tips instead of just product shots, engagement—and ultimately sales—took off. Social commerce is social first.

Faizan Khan · Answer

I wish I had understood the importance of genuine involvement versus merely promoting things when I initially began in social commerce. In the beginning, I put too much emphasis on selling instead of fostering community. If I could go back in time, I would emphasize user-generated content, narrative, and real-time communication in order to foster loyalty and trust. Connection is the lifeblood of social commerce; consumers purchase from companies with which they have a strong emotional connection. Treat your social media accounts as a dialogue rather than a collection. When your audience feels appreciated, acknowledged, and seen, purchases will follow.

Julian Klenda · Answer

When I started, I assumed posting products on social media would drive sales. I was wrong. Social commerce depends on trust. People don't respond to a product alone. They respond to real stories, real people, and real interactions. Generic posts get ignored. Direct engagement builds loyalty. It's not about flashy content. It's about showing effort, consistency, and care.
I'd tell my past self to take control of the message early. Don't rely on others to represent your voice. Keep it honest. Keep it personal. Share what's happening behind the scenes. Let people see the people behind the product. Keep communication fast and direct. Once I leaned into that approach, results followed. Engagement grew. Sales followed.
The earlier you connect, the faster trust grows. Stay present. Speak clearly. Focus on relationships, not reach. That's what makes people come back.

Matt Bowman · Answer

I wish I had known how much trust scaffolding mattered in social commerce. I used to think flashy visuals and discounts would drive conversions, but people buy when they see layered, consistent proof—reviews, behind-the-scenes clips, etc.—all stacked over time.
Another thing I overlooked was attention drift. On social platforms, people aren't shopping—they're grazing. You have to assume they'll get distracted at any moment. I would've told myself to make product links ridiculously easy to find, simplify every call to action (CTA), and repeat the message more than feels necessary. In the past, I treated posts like ads. Now, I treat them like hooks in a moving stream.

Justin Belmont · Answer

I wish I had known that likes don't equal purchases. We wasted time chasing engagement metrics that looked great but didn't move the needle. What matters is making it extremely easy to go from scrolling to buying—shoppable posts, clear CTAs, and zero friction. If I could go back, I'd tell myself: treat every post like a landing page. Aesthetics are nice, but profit is better.

Mimi Nguyen · Answer

One thing I wish I had known about social commerce was how crucial it was to prioritize search engine optimization (SEO) practices to make our products sell on social media. This was one factor that made it difficult to attract new people to our brand and get them to discover us. If I could talk to my past self, I'd tell her to never take keyword research for granted and to put it at the top of every social commerce strategy we create. Not only would this simplify the process of tailoring our content to our intended audience, but it would also help boost conversions and sales in the process. I'd also advise her to not only focus on using popular hashtags within the industry but also to choose to branch out and create ones specific to Cafely. Doing this has greatly improved our brand's visibility and brought in more people to engage with each piece of content we put out.

Aaron Whittaker · Answer

I wish I had known how important comment loops are in social commerce. I used to think replies were just nice to have—but those tiny conversations actually boost visibility and build trust over time. If I had focused more on sparking dialogue instead of just pushing links, I would've seen better engagement early on.
I'd also tell my past self to pay attention to social shelf life. Some content dies in a day, but certain formats—like community polls or testimonial threads—stick around and keep pulling attention. Now, I focus on mixing short-burst content with posts that can quietly resurface over time. It saves effort and gives the algorithm something to chew on longer.

25 Lessons I Wish I Knew Before Starting Social Commerce

25 Lessons I Wish I Knew Before Starting Social Commerce

Prioritize Seamless Social Platform Shopping

Harness Customer Stories for Authentic Marketing

Focus on Contextual Storytelling in AI Images

Leverage Comment Sections for Valuable Insights

Build Emotional Connections Through Authentic Content

Embrace Rapid Testing and Market Responsiveness

Create Interactive Educational Content for Engagement

Transform Followers into Co-Creators and Advocates

Balance Content, Conversation, and Commerce Effectively

Foster Trust Through Genuine Engagement

Utilize Short Videos for Rapid Conversions

Build Brand Authority Through Authentic Messaging

Show Product Transformations to Build Connections

Implement Structured Content Calendar for Strategic Growth

Bridge the Gap Between Inspiration and Action

Treat Comments as Crucial Pre-Sale Inquiries

Create Momentum to Drive Social Commerce Success

Tailor Content to Each Platform's Unique Culture

Prioritize Community Building Over Product Promotion

Foster Loyalty Through Genuine Customer Involvement

Build Trust Through Consistent Personal Engagement

Layer Proof to Build Consumer Confidence

Simplify the Path from Scrolling to Buying

Optimize Social Content for Search Engines

Spark Dialogue to Boost Visibility