Social Media for E-commerce: Full-Funnel Playbook

Social Commerce Is the New E-commerce

The traditional e-commerce funnel — social ad, website visit, checkout — is being replaced by native social commerce flows that keep buyers inside the platform. The brands adapting their strategy to this shift are seeing significantly lower cost per acquisition and higher conversion rates.

The Social E-commerce Playbook

• Discovery: Organic content that surfaces through search and algorithm
• Consideration: Product tags, reviews, and UGC that reduce purchase uncertainty
• Purchase: In-app checkout through Instagram Shop, TikTok Shop
• Retention: Post-purchase content that drives repeat buying and referrals