There’s no denying that social media and online shopping are standard activities in our lives. It’s like, in the blink of an eye, from Instagram to TikTok to Facebook, they’re here.
But if you think that’s the fun of it, think again. It’s the world of social commerce, where entertainment and online shopping collide and it’s changing consumers and brands.
Today we’re exploring in detail how video is transforming this new world of shopping where you don’t actually buy things, you buy experiences.
Let’s take a look at social commerce-video and how it’s bridging entertainment and e-commerce in 2025.
What is Social Commerce?
Now, let’s start with the definition of what video is doing to reshape social commerce. Social shopping refers to using social networks to promote and sell products on the internet.
Social commerce, unlike traditional e-commerce, lets customers purchase products on social media like Instagram, Facebook, TikTok. … like an outlet in your feed!
The catch is that social commerce is no longer just pictures and text messages. Everything’s video these days.
Video – The Secret Ingredient in Social Commerce
You may be asking yourself “Video isn’t just for cat memes or kitchen videos.” Well, guess what. Well, sort of. But over the past couple of years, video has exploded on apps like TikTok, Instagram Stories and YouTube. Here’s why:
1. Video Grabs Attention
We humans are visual animals. An eye-catching video will attract attention in a way that merely showing the images won’t. Encourages peer-to-peer recommendations.
Key Features:
- Captivates the viewer’s attention instantly.
- Creates a cinematic atmosphere of sound, movement, and imagery.
- Facilitates product demo in real-time.
Recommendation:
Brands seeking to build trust and sell products should engage with influencers and real customers to create truly authentic, human video experiences that appeal to their audiences.
2. Social Proof in Action
Video is an ideal tool for demonstrating social proof — one of the most effective motivators in making purchases. When a viewer sees other people (influencers, celebrities, regular consumers) loving a product, then they are more inclined to trust and purchase it.
Whether it’s unboxing videos, live streams, or influencer content, video gives consumers the opportunity to actually see what products are used.
The more real the video, the more likely people are to buy it. Twitter users feel comfortable sharing what they see, and that confidence translates into purchases.
Key Features:
- Showcases authentic user experiences.
- Builds credibility with the audience.
- Encourages peer-to-peer recommendations.
Recommendation:
Brands who want to build trust and sales must partner with influencers and actual customers to develop relatable, real-world video content that can be understood by their audience.
3. Creating a Storytelling Experience
Brands can use video to tell a story. A great story can transform a product that isn’t necessary into something you need.
Whether it is a quick introduction of how a product was born, or who the brand is, or how it can improve someone’s life, video gives consumers a chance to relate on a human level.
Videos have the power to tell a brand story and increase customer involvement. Selling a life is not the same as selling a product.
Key Features:
- Engages the viewer emotionally.
- Builds long-term brand loyalty.
- Defines a brand in a new way.
Recommendation:
Any brand with a unique story or cause should tell that too, via video. This is particularly true when it comes to a new company or startup who wants to assert its presence in the crowded e-commerce marketplace.
4. Shoppable Videos – The Future of Shopping
Shoppable videos are perhaps one of the most promising examples of social commerce. : These are videos where you can buy the product from the video. Imagine— you’re scrolling through a tutorial or seeing an influencer attempting a makeover and you just see a “Buy Now” button.
Shoppable videos make shopping easy because users can easily buy anything on the same website. And shopping has become a form of entertainment for brands and consumers.
Key Features:
- Links for direct purchase from the video. .
- Easy integration with social networks.
- Fast and frictionless buying experience.
Recommendation:
Any brand looking to benefit from social commerce will need shoppable videos. They’re super convenient to buy and hence much easier to sell.
How Social Commerce and Video Are Changing E-Commerce
Now that we know the basics, let’s see how this combination of social commerce and video is changing the face of the entire e-commerce world. Below are some of the most important ways it’s influencing the fashion industry:
1. Short-Form Video Content is King
Mini-videos are widely embraced through apps like TikTok and Instagram Reels. They certainly changed the way information gets absorbed by individuals.
People don’t have to sit through a 20-minute commercial anymore. But they instead ask for small-ish, fun and entertaining bites that are easily absorbed and then easier to share.
Key Features:
- Videos should be less than 1 minute long.
- High-Content: it’s fast and playful.
- Awesome for product promotions and mini-reviews.
Recommendation:
You’ll need to use short form videos if you’re looking to make your brand appealing to young, hyper-connected consumers. Use them for quick product demos, hacks, even challenges.
2. Live Shopping Events
In addition, live shopping events, which blend live video and online shopping, have become increasingly prevalent. During these live streams, the hosts display products, respond to questions, and provide special promotions.
Fans can interact with the show in real time, asking questions or making purchases on the go.
This “shoppertainment” (shopping + entertainment) is transforming how consumers engage with brands. It’s small, bouncy, and interactive — making your regular shopping trip an experience.
Key Features:
- Real-time interaction with hosts.
- Exclusive deals and promotions
- Creates a sense of urgency (deals).
Recommendation:
If brands wish to take advantage of this multi-dimensional shopping opportunity, they should consider live shopping experiences. This is especially handy for new releases or events.
3. The Rise of User-Generated Content
Creating Engagement is by far the most popular strategy. When customers shoot videos of your products, it establishes trust. It’s not just a free advertising platform, it builds a community for your brand.
Engaging customers in sharing your goods and services builds trust and brand recognition.
Key Features:
- Relatable and authentic content.
- Increased engagement and shares.
- Building a connected audience for the brand.
Recommendation:
You can use UGC if you want to leverage it by running a campaign or competition where your customers share videos on your products.
The more creative, the better!
The Future of Shopping Is Social, Shoppable, and Video-Driven
Social Commerce combined with video is not just a moment in time — it is an enduring event. As brands and designers embrace it, we will still continue to see shopping become increasingly integrated into our social lives. Not only is video changing the way we consume — it’s changing the way we shop.
In this brand new world, the entertainment and e-commerce divisions are disappearing and shopping is becoming more interesting, more fun and yes, more exciting. So next time you’re scrolling through your feed, remember: You’re not watching a video, you’re looking at the future of retail.
What do you think of this newest trend in fashion? So, do you want to buy something next time you watch a cute video? Please feel free to give us feedback in the comments below and let’s talk!