April 2, 2025
Why are brands waking up to the DTC power of social?
Since the pandemic upended how we shop, the social media feed has quietly become the new high street.
But this isn’t just about adding shoppable links to pretty posts. Social commerce is now a full-on growth engine. The tech’s ready. The behaviours are there. And the brands bold enough to move now are pulling ahead fast.
So, this week, we’re in the nitty gritty. Looking into how social is fuelling direct-to-consumer (DTC) growth, what platforms are doing to support it, and why consumer psychology makes this a now moment.
Direct to consumer isn’t just for trendy startups anymore
Gone are the days when DTC meant quirky razors and subscription socks. Now it’s being embraced by everyone from Unilever to LVMH as a way to build stronger relationships and keep more margin.
And the market is booming:
- Global DTC ecommerce is projected to hit $591.3bn by 2032, with a CAGR of 15.4% (Invesp)
- 42% of internet users shopped through social in 2024 alone (Firework)
- TikTok now makes up 66% of all social commerce sales (Exploding Topics)
What’s changed is this: DTC is no longer a channel. It’s a strategy. And for brands serious about control, data, and customer loyalty, social is the place to activate it.
Why social fits today’s customer psyche
Your customers are impatient, over-stimulated, and allergic to friction. But they’re also hungry for connection. They want to shop with brands that get them, make them feel something, and deliver fast.
That’s why social has become such a powerful commerce driver:
- Personalisation: Algorithms serve up relevant products in seconds. 77% of consumers say they prefer tailored shopping experiences (Tagshop)
- Trust: People trust real people. Creators, friends, and reviews beat polished ads every time
- Impulse: 70% of consumers discover products on Instagram or TikTok (Tagshop). The scroll shortens the path to purchase dramatically
Consumers don’t want to click through five screens. They want to see it, want it, tap it, and own it, without ever leaving the app.
What the platforms are doing (and why brands should care)
Social platforms aren’t playing around. They’re building serious ecommerce infrastructure:
- TikTok is leading the charge with TikTok Shop. Native in-feed product tags, AI-powered Shop tab, and live shopping are driving impulse buying like never before
- Instagram is still key for Gen Z and Millennial shoppers, with Shopping Tags, Product Drops, and seamless checkout
- Facebook, ok it’s less sexy, but Facebook Groups and Marketplace remain high-trust, high-engagement touchpoints
- Pinterest has its strong visual intent signals, and with a new Shopping API, it’s catching up fast
- YouTube is building in shopping features like “shelf” integrations and clickable links in livestreams
It’s worth noting, though, each platform is now optimising for seamless, in-app purchase. That means less friction, more conversions, oh, and more pressure on brands to get in the game.
The four-part framework for social DTC success
Use this to evaluate your readiness or map out your next test-and-learn sprint:
TikTok shop. The new frontier for DTC
If TikTok used to be just for brand awareness, that time is over. TikTok Shop is now driving serious sales, and it’s not just beauty and fast fashion.
The 2025 stats say it all:
- $30bn GMV in 2025, doubling 2024 figures (ChannelX)
- Average order value of $35, with users making 5.3 transactions a year
- 90% of shoppers say they’ll buy again
- Top categories: Beauty & Personal Care ($2.49bn), Women’s Fashion ($1.39bn), Food & Bev ($759m), Health ($600m) (Aftership)
What’s working?
- In-feed shopping Seamless video-to-purchase journeys keep users in flow (FractalMax)
- Live shopping Influencer-led streams that build urgency and convert viewers on the spot
- AI-powered Shop tab Personalised discovery engine driving stickiness and AOV
- UGC at scale Real people, real results, and plenty of impulse buying
Impulse purchases are reportedly 10% higher on TikTok than Facebook (Aftership), and the emotional pull of content-led shopping keeps customers coming back.
What good looks like: benchmarks to track
Now, of course, “doing social DTC” is meaningless unless you know what success looks like. Here are some ballpark benchmarks for the brands doing it well:
Use these to gut-check your own performance or benchmark a pilot.
Common mistakes (that kill performance fast)
Even smart brands get tripped up by trying to shoehorn traditional ecommerce thinking into social. The biggest missteps we see?
- Over-producing content Polished doesn’t equal trusted. If it feels like an ad, it won’t convert. Gosh and I see so many that are like this and swipe on by!
- Breaking the journey Sending users to a separate site too soon.
- Treating social like a showroom It’s about engaging and converting in the same moment.
Don’t forget loyalty
TikTok might drive that first impulse purchase, but sustainable growth comes from nurturing loyalty. Smart brands are:
- Building private customer communities
- Offering exclusive drops and early access to followers
- Reposting UGC to reward superfans
- Layering in rewards or subscription tiers (like Blume’s loyalty programme) (Analyzify)
Retention is the real revenue driver. Don’t just chase the first sale, build the second, third and tenth into your social strategy.
Social commerce is not always the answer
One final thought. Not every post needs to sell. If your content doesn’t earn attention, tagging it won’t save it. Great social commerce starts with great storytelling. Get that right first then the rest will follow.
Want to test a social DTC strategy that actually converts? We’re helping brands map the smart path to social commerce, with frameworks, pilots and proven playbooks. Let’s talk. Or ask us for the TikTok Shop cheatsheet (it’s a good one).