Social commerce: The power of social media for e-commerce in 2025
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4 min reading time
Social media is rapidly transforming the e-commerce world. What once began as platforms for connection and inspiration has now morphed into complete sales channels. With the integration of shopping features within platforms like Instagram, TikTok, and even WhatsApp, companies can offer products directly to consumers. This leads to a seamless shopping experience, higher conversions, and unique opportunities for brands to connect more closely with their customers.
By 2025, social commerce will no longer be seen as a supplement, but as an essential part of the e-commerce strategy. How can Dutch companies benefit from this? Let's explore the trends and opportunities.
Social commerce: the evolution towards direct sales channels
Simplicity is at the heart of social commerce: customers can discover, browse, and buy products without leaving the platform. Previously, clicking on an ad often led to a third-party webshop, increasing the chance of abandonment. Now, built-in shopping options like Instagram Shops and TikTok Shopping ensure that the purchase process is literally completed in a few clicks.
This trend will become even stronger in 2025 due to improved AI, personalization, and AR integration. Think of virtually trying on clothes or viewing furniture in your living room via TikTok. Dutch brands like Rituals are already taking steps in this direction with interactive campaigns on Instagram and Pinterest.
Dutch Facts and Figures: The Rise of Social Commerce
Recent figures from Statistics Netherlands (CBS) show that more than 80% of Dutch people use social media daily , with a large proportion active on platforms like Instagram and TikTok. These platforms are becoming increasingly important for online shopping:
40% of Dutch young people (18-34 years old) already buy products via social media.
TikTok is growing rapidly as a shopping platform, particularly among Gen Z and Millennials. In 2023, TikTok itself reported that 75% of users find purchase inspiration through the platform .
The Netherlands has an estimated 200,000+ online sellers , and more and more companies are embracing social commerce as a sales strategy.
Dutch influencers and companies
Dutch influencers play a crucial role in this development. With millions of followers, they reach an audience ready to be inspired and make purchases immediately. Well-known TikTokers like Nina Warink and Gio Latooy collaborate with brands to promote products through TikTok Shopping. Their personalized recommendations directly influence followers' purchasing decisions.
In addition, companies like Coolblue and smaller brands like HappySoaps use Instagram Shops and TikTok campaigns to reach their target audience. HappySoaps, for example, combines sustainability with storytelling through Instagram Reels, which not only boosts sales but also strengthens the brand.
The future: social commerce in 2025
By 2025, social commerce will further integrate with other technologies like augmented reality (AR) and artificial intelligence (AI). Imagine a world where you see a dress on Instagram, try it on digitally through an AR filter, and order with a single click. Or TikTok videos where AI recommends the perfect products based on your interests and previous purchases.
Dutch entrepreneurs have a unique opportunity here. With a strong digital ecosystem and a high percentage of social media users, companies can leverage social commerce to grow both nationally and internationally.
How can you get involved as a brand?
Start with the right platforms : Choose a platform that suits your target audience. TikTok and Instagram are ideal for younger audiences, while Facebook is suitable for older audiences.
Leverage influencers : Collaborate with micro- and macro-influencers who resonate with your target audience. Authentic recommendations have the greatest impact.
Invest in content : Short videos, live shopping sessions, and interactive posts are the future of social commerce.
Analyze and scale : Use data and insights to understand which strategies work, and expand on them.
Get social!
Social commerce is no longer a trend, but a powerful strategy that is changing the way consumers shop. With platforms continuing to evolve and the adoption of technologies like AR and AI, 2025 offers unprecedented opportunities for companies willing to innovate.
Dutch entrepreneurs, both large and small, can't afford to be left behind. Social commerce offers a bridge to direct customer interaction, a seamless shopping experience, and a boost in conversions. Are you ready to seize this opportunity?
