How to Create a Social Commerce Strategy That Gets More Sales

Social commerce is rapidly changing the way businesses sell online, merging social media engagement with direct purchasing opportunities. With billions of active users across platforms like Facebook, Instagram, and TikTok, brands have an unprecedented chance to convert followers into loyal customers. But simply listing products on social platforms isn’t enough—you need a robust social media strategy that’s designed to drive engagement and sales. Whether you’re a small business or a growing brand, the right social media marketing approach can help you leverage social commerce for greater revenue. Many companies struggle with community engagement, despite implementing social selling tactics. This highlights the importance of working with a social media agency in Melbourne that understands the nuances of digital selling and customer engagement.

1. Know Your Audience and Choose the Right Platforms

Your social commerce strategy should be tailored to your ideal customers. Understanding their demographics, shopping habits, and preferred social platforms will guide your approach.

• Instagram & TikTok – Best for visually-driven brands like fashion, beauty, and lifestyle. These platforms thrive on influencer marketing and shoppable content – especially short form video marketing content. You can download a FREE video marketing guide here.
• Facebook – Ideal for businesses targeting a broad audience, with features like Facebook Shops, Marketplace, and Live Shopping. Short form video content here gets the most engagement!
• Pinterest – Perfect for home decor, fashion, and DIY brands, with high purchase intent from users browsing curated boards.
• LinkedIn – If you’re in the B2B space, leveraging LinkedIn’s product pages and thought leadership can enhance credibility and drive direct inquiries.

2. Create Shoppable Content That Sells

Social commerce is about blending content and commerce seamlessly. Instead of hard-selling, focus on creating engaging, valuable content that naturally encourages purchasing.

• User-Generated Content (UGC) – Encourage customers to share their purchases, showcasing real-world use of your products.
• Live Shopping Events – Host live demos and Q&A sessions, using social commerce features to enable instant buying.
• Interactive Content – Polls, quizzes, and AR filters create immersive shopping experiences.

3. Build a Community, Not Just a Sales Channel

A major oversight in social commerce strategies is neglecting community engagement. A study by SAMY Alliance found that while most brands have a social commerce strategy, they struggle with community management. But engagement is key to building trust and increasing conversions.

• Respond to Comments and DMs – Actively engage with potential buyers to foster a sense of connection.
• Leverage Influencers and Brand Ambassadors – Micro-influencers often drive higher engagement and trust than celebrities.
• Exclusive Groups and VIP Access – Create private Facebook Groups or exclusive Instagram stories for loyal customers.

4. Optimise for Mobile and Seamless Checkout

Most social commerce sales happen on mobile devices, so a frictionless checkout experience is crucial.

• Use native checkout options like Instagram Checkout and Facebook Pay to reduce drop-offs.
• Ensure your website loads fast if users are redirected for checkout.
• Offer multiple payment methods, including Buy Now, Pay Later (BNPL) services, which are increasingly popular in Australia.

5. Track, Test, and Refine Your Strategy

Social commerce is dynamic, so tracking performance and iterating is essential.

• Use platform analytics to monitor engagement, conversions, and drop-off points.
• Try carousel ads, reels, and live shopping to see what resonates most.
• Leverage social listening tools to understand customer sentiment and tweak messaging accordingly.
• Use this FREE social ad benchmark tool to see how ads perform across your industry.

The Key to Social Commerce Success: Community and Strategy

A successful social media strategy for social commerce goes beyond just listing products—it involves building an engaged community, leveraging interactive content, and optimising the buying experience. Many brands focus heavily on selling but neglect engagement, missing out on long-term customer loyalty.

This is where working with a social media agency in Melbourne can make all the difference. A tailored social media marketing approach ensures your brand connects with the right audience, creates compelling content, and maximises conversions. With the right social media strategy in place, social commerce can become a powerful revenue stream for your business.