Welcome to MarketMaze, the #1 newsletter for staying on top of the latest in Ecommerce & Marketplaces. Get all the insights you need in just 5 minutes!

Social commerce is merging shopping and social media, driving a $42B boom in Southeast Asia. Platforms use content, chat, and in-app purchases to fuel growth.

Social commerce is changing how people shop online. Once, social media and e-commerce were separate. Then, platforms like Facebook and Instagram added shopping features. Soon after, marketplaces like Shopee and Lazada integrated social tools. Now, TikTok leads with a fully social-driven shopping experience. COVID-19 accelerated this shift, making social commerce a core part of digital retail.

Social commerce isn't just one model—it's a mix of live shopping, chat-based purchases, and group buying. Live shopping, popular on TikTok and Facebook, mimics in-store experiences. Chat commerce, using WhatsApp and LINE, allows direct seller-buyer interactions. Meanwhile, group buying, inspired by China's Pinduoduo, lets users join forces for bulk discounts. These models create engagement and drive conversions.

Content is the engine of social commerce. Personalized videos and livestreams boost purchase intent. TikTok Shop's seamless in-app checkout keeps users engaged, reducing friction. While some platforms still rely on external payment links, TikTok’s closed-loop system maximizes conversions. From discovery to checkout, social commerce is redefining digital shopping.