How Brands Are Doing Social Commerce All Wrong in 2025 — And One Way to Get It Right
Social commerce in 2025 should be thriving. With platforms offering seamless integrations, creators generating compelling content, and consumers eager to shop directly from social feeds, it’s never been easier for brands to turn online engagement into revenue. But despite these advantages, many brands are still missing the mark.
From aggressive sales tactics to disjointed shopping experiences, here are three common mistakes brands make in social commerce — and an example of how to do it right.
1. The ‘Hard Sell’ Approach
Some brands treat social media as a 24/7 infomercial, inundating their audiences with relentless product promotions. While it’s important to showcase your offerings, an overly aggressive approach can alienate your audience.
What It Looks Like:
- Every post screams “Buy now!” with limited context or added value.
- Discount codes dominate the feed, with no storytelling or community engagement.
- Replies to comments are robotic or nonexistent, making the brand feel impersonal.
Why It’s Wrong:
Social media is a space for connection, entertainment, and education. When brands prioritize transactions over relationships, they risk losing credibility and trust with their audience. Followers don’t want to feel like wallets — they want to feel like part of a community.
A Better Approach:
Focus on offering value. For example, instead of constantly promoting a new sale, a fitness brand could post workout tips, client transformations, and inspiring stories. Integrating products naturally into this content builds trust and makes purchasing feel like a natural next step.
2. Clunky Shopping Experiences
Even if your social content is stellar, a poor shopping experience can ruin everything. Many brands fail to prioritize seamless, intuitive e-commerce journeys, leaving customers frustrated and unmotivated to complete a purchase.
What It Looks Like:
- Clicking a product tag on Instagram redirects users to a website that’s slow to load or not optimized for mobile.
- Product descriptions are sparse or missing critical details.
- Checkout processes are complicated, requiring users to fill out lengthy forms or create accounts.
Why It’s Wrong:
Consumers expect convenience. When a purchase requires too many clicks, long load times, or unnecessary steps, they’re likely to abandon their carts altogether. In a competitive landscape, even minor friction can cost you sales.
A Better Approach:
Use platform-native shopping tools like Instagram Shops or TikTok Shopping to keep the purchasing process seamless. Ensure that product descriptions are clear and engaging, mobile checkout is fast and frictionless, and users can browse without interruption.
3. Over-Relying on Influencers Without Authenticity
Influencers have been a cornerstone of social commerce for years, but by 2025, consumers are increasingly skeptical of inauthentic endorsements. Brands that partner with influencers who lack alignment with their values or audiences risk coming across as disingenuous.
What It Looks Like:
- A brand collaborates with a mega-influencer whose content feels generic and unconnected to the brand’s mission.
- Influencers use scripted, overly polished language that feels out of touch with their usual voice.
- Partnerships are more about reach than relevance, targeting followers who aren’t the right demographic for the product.
Why It’s Wrong:
Consumers value authenticity. They can tell when an influencer doesn’t genuinely believe in or use a product. Mismatched collaborations not only fail to generate meaningful engagement but can also harm the brand’s reputation.
A Better Approach:
Focus on relevance and authenticity. Partner with micro-influencers who are passionate about your products and have a deep connection with their followers. Encourage them to share honest, unscripted experiences that highlight how your product fits into their lives.
How to Do Social Commerce Right: A Holistic, Value-Driven Strategy
Now that we’ve covered the pitfalls, let’s look at an example of how to excel in social commerce.
Example of Doing It Right:
A sustainable home goods brand takes a thoughtful, integrated approach to social commerce:
- Authenticity: They share user-generated content featuring real customers using their products, accompanied by educational posts about sustainable living.
- Seamless Shopping: Their Instagram Shop is fully optimized, allowing customers to explore the collection and complete purchases without leaving the app. Product pages are detailed, fast-loading, and visually appealing.
- Genuine Partnerships: Instead of working with big-name influencers, they collaborate with eco-conscious creators who are vocal advocates for sustainability. These influencers show how the brand’s products fit into their daily lives, offering honest reviews and natural integrations.
Why It Works:
This approach combines meaningful content, easy shopping experiences, and authentic influencer partnerships. By building trust and adding value, the brand fosters a loyal community and drives consistent sales.
Key Takeaways
In 2025, doing social commerce the wrong way is all too easy. But with the right strategy, brands can stand out and thrive.
- Provide Value: Create content that informs, entertains, and inspires — not just sells.
- Streamline Shopping: Use native tools to ensure a seamless, mobile-friendly buying process.
- Partner Authentically: Collaborate with influencers who genuinely align with your brand and audience.
- Focus on Community: Engage with your followers in meaningful ways to build lasting relationships.
The brands that succeed in social commerce understand that it’s not just about selling products — it’s about creating a cohesive, value-driven ecosystem where consumers feel connected, understood, and empowered to shop.
