Social commerce 2026: how people buy straight from their feed without opening another website

Remember what online shopping looked like ten years ago? You saw a product on social media, clicked a link, landed on a website, searched for the product again, filled in a long form and maybe, if everything went well, completed the order. In 2026, that whole journey has shrunk to a few seconds: you see the product in your feed, tap it directly and buy without leaving the app. At Altanet Craiova we believe social commerce is no longer an option for businesses selling online – it is a necessity.

What is social commerce?

Social commerce (shopping through social networks) means selling products directly through social media platforms, without redirecting the user to another website. The entire journey – from discovering the product to paying for it – happens in the same app.

It is not a new trend, but in 2026 it has reached commercial maturity. Platforms have solved the early technical problems, users have gained the confidence to pay directly inside apps, and sales figures have exploded.

Where is social commerce happening in 2026?

• TikTok Shop: the undisputed leader of social commerce in 2026, with over 26 billion dollars in global sales. Products appear integrated into videos and live streams, and buying takes two taps.
• Instagram Shopping: products can be tagged directly in photos and Reels. The user sees the product, taps the tag and buys without leaving Instagram.
• Facebook Marketplace and Facebook Shops: complete stores directly on Facebook, with a product catalogue, shopping cart and integrated payment.
• Pinterest Shoppable Pins: inspiration images have become direct points of sale – tap a pin and buy the product in the image.

How much has social commerce grown in 2026?

How is social commerce different from classic e-commerce?

In classic e-commerce (online trade), the user comes to the website with a clear intention – they know what they are looking for and they search for it. In social commerce, product discovery is spontaneous – the user is not searching for anything in particular, but sees a product in the feed and buys it on impulse, because everything is one tap away.

This fundamentally changes the sales strategy:

• Content is the advert. A good video showing the product in action sells more than a classic ad. The user sees the product being used by a real person and wants to have it too.
• Speed matters more than price. The journey from discovery to purchase has to be as short as possible. Every extra click required reduces the chances of a sale.
• Creators are the best salespeople. Micro-influencers (creators with 10,000-100000 followers) generate higher conversions (turning followers into buyers) than classic paid ads, because their audience trusts them.

How can you get started with social commerce for your business?

• Set up a shop on Facebook and Instagram. Through Meta Business Suite you can create a shop that appears on both Facebook and Instagram at the same time, with an automatically synchronised catalogue.
• Sign up for TikTok Shop if you sell physical products and have a young audience. Through TikTok Seller Centre you can list products and integrate them into videos and live streams.
• Work with micro-influencers in your niche. A creator with 20,000 loyal followers in your field can generate more sales than a paid ad shown to a broad, uninterested audience.
• Film products in a real context. No studio, no white backgrounds – show the product being used by real people, in real situations. That builds trust and sales.

What comes next?

According to Salesforce, AI will generate 263 billion dollars in online purchases in the coming years. Social commerce will exceed 1,000 billion dollars by 2028. By 2028, 30% of all global e-commerce will be social commerce. Businesses that start building a presence on these channels now will be far ahead of those that wait.

Want to know where to start with social commerce for your business and which platform suits you best? The Altanet Craiova team can help you with a concrete plan. Visit our contact page and let's talk.

This article is part of the Altanet series on the changes in social media and SEO in 2026. Next article: DMs in 2026: why private conversations have become more important than public posts. See also the complete guide to the series.