Despite concerns over TikTok bans and tariffs, social commerce is thriving, with over half of users expecting to maintain or increase purchases through social platforms in 2025, according to Jasmine Glasheen of The Robin Report. Retailers are shifting from traditional affiliate marketing to live shopping events, staff-generated content, and creator commerce to drive in-store traffic and build loyalty. Consumers increasingly value authenticity, product knowledge, and personal connection—trends retailers can tap into by empowering store associates and local influencers to engage online. Social media and physical retail are no longer separate channels, but powerful partners in a connected sales strategy. They write:
If you haven’t purchased a product after seeing it on social media, you’re in the minority. Despite the drama surrounding TikTok bans and looming tariffs, 56 percent of all social media users anticipate maintaining their current level of social purchases in 2025. And 32 percent of users actually expect to buy more on social media this year.
“Live shopping events are growing faster than affiliate marketing on social media. This dovetails with consumers’ propensity to connect with store associates via staff-generated content––customers who shop on social media want more real, more product-focus, and more niche expertise-sharing content than ever before. It’s this type of relatable, fun, day-in-the-life-of narrative that can drive physical traffic in 2025.”
Retailers get it and are highly aware of the revenue opportunity in social selling: Deloitte found that 80 percent of retail executives foresee increased social commerce in 2025. Physical retail stores still generate more revenue than sales made on social media, yet neither is a category that retailers can afford to ignore. […]
Bottom line? Social media and sales associates are partners. Store associates, already well-versed in the merchandise, can step in as the brand ambassadors for fit checks, tastings, and product demos on social media. Retail influencers can drive traffic to physical stores, bringing once parasocial relationships into real life and building loyal communities that boost basket sizes. What starts as a swipe can end in a sale for retailers willing to serve up transparency and human connection, at scale.
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